Determinant attributes of city brand personality that influence strategic communication
This paper examines the determinant attributes of city brand personality that influence strategic communication of Bandar Melaka world heritage city UNESCO. The results will provide insight on the development of a city brand personality scale, that can be applied in the Malaysian context. Based on A...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Canadian Academy of Oriental and Occidental Culture
2013
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| Online Access: | http://psasir.upm.edu.my/id/eprint/27893/ http://www.cscanada.net/index.php/css/article/view/j.css.1923669720130902.9002 |
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