DESTINATION BRANDING AND THE IMPACT OF PERCEIVED QUALITY and image on the loyalty

被引：0

作者：

Bobovnicky, Artur ^{[1
]}

机构：

[1] Univ Ss Cyril & Methodius Trnava, Fac Mass Media Commun, Dept Mkt Commun, Strateg Management & Global Mkt, Lycejna 4, Bratislava 81103, Slovakia

来源：

COMMUNICATION TODAY | 2011年 / 2卷 / 01期

关键词：

nation branding; brand image; satisfaction; net promoter score; loyalty; structural equation modelling; partial least square; hypothesis; willingness to recommend; willingness to revisit;

D O I：

暂无

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

The importance of country brand image has been assessed and based on the reviews of recent developments in nation branding worldwide. To evaluate the loyalty of the visitors the impact of satisfaction and brand image has been evaluated. Quantitative data from Czech Republic have been utilized and PLS modelling was used to evaluate the relative impact of satisfaction and brand image.

引用

页码：85 / 92

页数：5

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