Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach

Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of vacation marketing 2024-01, Vol.30 (1), p.93-109
Hauptverfasser:	Abbasi, Amir Zaib, Rather, Raouf Ahmad, Hooi Ting, Ding, Nisar, Saima, Hussain, Khalil, Khwaja, Muddasar Ghani, Shamim, Amjad
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Brand image Communication Social networks
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!