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How does parent heritage brand preference affect brand extension loyalty? : a moderated mediation analysis
Prados-Peña, Ma. Belén; Barrio-García, Salvador del - In: Tourism management perspectives : TMP 36 (2020), pp. 1-16
Persistent link: https://www.econbiz.de/10012421399
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Key antecedents of brand equity in heritage brand extensions : the moderating role of tourist heritage experience
Prados-Peña, M. Belén; Barrio-García, Salvador del - In: European research on management and business economics 27 (2021) 3, pp. 1-14
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...
Persistent link: https://www.econbiz.de/10012596325
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Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
Prados-Peña, M. Belén; del Barrio-García, Salvador - In: European Research on Management and Business Economics … 27 (2021) 3, pp. 1-14
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...
Persistent link: https://www.econbiz.de/10014525674