Social media marketing communication is among the current strategies used to provide visibility cultural heritage, sales promotions being especially relevant. Nevertheless, despite fact that social has now built significant momentum, there still a dearth of research on relationship between activities and brand equity. In this context, study seeks determine how use promotional discounts free gif...

a key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. researchers have recognized that brand identity plays a key role in brand management. the purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

the recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. the aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. information on 400 customers of the mashhad tabarok company was collected by a questionnai...

The aim of this study is to examine Chinese football fans' sense belonging the virtual communities their favorite European teams and intention visit Europe watch a live match. Drawing on survey 488 fans, findings reveal that ideal self-congruence, brand identification, ability affect belonging. Finally, influences travel intentions, positive attitude toward destination city strengthens relation...

All industrial sectors such as tourism have been affected by the outbreak of COVID-19. Struggling with current crisis, spiritual that is inseparable physical experience, cultural, and religious practices should re-manage their destination branding activity through an intensive communication process. This research aimed to update literature applying a qualitative method. It explored concept perc...

The concept of tourism destination image is closely related to the brand destination. A good public a certain location first step in establishing or enhancing branding that can be primary, secondary global one, latter incorporating two. sustainability positive based on both and image. purpose this research separately analyze two types images for given tourist (Bihor, Romania) has registered, re...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision about...

Abstract Destination marketers are aware that online communication about their destination is increasingly dependent on visual media rather than text, due to the growing popularity of social networks such as Instagram. An accurate understanding how being presented users in this medium critical for digital marketing activities, e.g. know if desired brand present or visitors focus other aspects t...

Abstract Purpose Vallée de la Gastronomie-France (VG) is a new label-brand-network project applied by the territorial governments of three regions in France: Bourgogne-Franche-Comté, Auvergne-Rhône-Alpes, and Provence-Alpes-Côte-d’Azur. The purpose this study was to investigate terms its business application labelled actors’ perception. Design/methodology/approach methodology based on mixed met...