Due to the increasing number of promotional banners hosted on websites, it is important to study how the use of price discounts may affect attitudes toward the banner and the website, and how this effect may vary depending on the user's experience of the Internet. This paper endeavors to fill...

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...