Giving brand image to a nation

Adapting Keller's brand image theory (1993), this paper presents an exploratory framework for giving brand image to a nation. Utilizing unstructured interviews, the result suggests that tourism and hospitality attributes can be used for giving brand image to a nation and behavioral intention. S...

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Bibliographic Details

Main Authors:	Handayani, Bintang, Rashid, Basri
Format:	Book Section
Published:	IGI Global - 2018
Subjects:	QA75 Electronic computers. Computer science
Online Access:	https://repo.uum.edu.my/id/eprint/26353/ http://doi.org/10.4018/978-1-5225-5187-4.ch049
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