D'Andrea, Chiara (2017) Measuring Customer-Based Brand Equity: the case of the MICE destination. [Tesi di dottorato]
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| Tipologia del documento: | Tesi di dottorato |
|---|---|
| Lingua: | English |
| Titolo: | Measuring Customer-Based Brand Equity: the case of the MICE destination |
| Autori: | Autore Email D'Andrea, Chiara chiar.dandrea@gmail.com |
| Data: | 8 Aprile 2017 |
| Numero di pagine: | 140 |
| Istituzione: | Università degli Studi di Napoli Federico II |
| Dipartimento: | Economia, Management e Istituzioni |
| Dottorato: | Management |
| Ciclo di dottorato: | 29 |
| Coordinatore del Corso di dottorato: | nome email Mele, Cristina cristina.mele@unina.it |
| Tutor: | nome email Della Corte, Valentina [non definito] |
| Data: | 8 Aprile 2017 |
| Numero di pagine: | 140 |
| Parole chiave: | brand equity, destination, CBBE |
| Settori scientifico-disciplinari del MIUR: | Area 13 - Scienze economiche e statistiche > SECS-P/08 - Economia e gestione delle imprese |
| Depositato il: | 09 Mag 2017 10:56 |
| Ultima modifica: | 13 Mar 2018 09:17 |
| URI: | http://www.fedoa.unina.it/id/eprint/11648 |
| DOI: | 10.6093/UNINA/FEDOA/11648 |
Abstract
The concept of brand equity has emerged in the academic literature since the 1980s and it has become one of the most important research issues in the marketing management field. In the tourism industry, the theme of destination brand equity is a relatively recent phenomenon and it is still developing. While academic studies on brand equity measurement systems have been made for leisure destinations, other tourism contexts have been little explored. This dissertation deeply analyses the issues of the building, management and measurement of the brand equity for a MICE (Meetings, Incentives, Conferences, Events) destination. The empirical analysis consists in the elaboration of a brand equity measurement model for a MICE destination through a case study analysis of the city of Naples, Italy.
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