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Autor
Suma Saimir (European University of Tirana), Bello Kreshnik (European University of Tirana)
Tytuł
Branding a Destination Identity - a Conceptual Framework
Źródło
Zeszyty Naukowe Uniwersytetu Szczecińskiego. Scientific Journal. Service Management, 2012, vol. 9, s. 89-100, bibliogr.35 poz.
Słowa kluczowe
Budowanie świadomości marki, Analiza strategiczna
Branding, Strategic analysis
Uwagi
summ.
Abstrakt
Globalization has been playing a big role by mainly diminishing traveling barriers between countries. This trend had brought also an increase in competition between countries to identify and to distinguish themselves and to define how they want to be perceived by the tourists. In this case, developing a clear destination brand identity is crucial for success. Brand identity and brand image are two concepts that are related to each other but their meanings are different. There are several studies from the demand side concerning with destination brand image. Conversely, there is a lack of studies conducted in destination brand identity by considering the supplier side. Thus, the main purpose of this study is to investigate the brand identity creation from the supplier side and develop a conceptual model based on theoretical and empirical analysis.(author's abstract)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Poznaniu
Biblioteka Główna Uniwersytetu Szczecińskiego
Pełny tekst
Pokaż
Bibliografia
Pokaż
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ISSN
1640-6818
1898-0511
Język
eng
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