D'Andrea, Chiara (2017) Measuring Customer-Based Brand Equity: the case of the MICE destination. [Tesi di dottorato]


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Item Type: Tesi di dottorato
Lingua: English
Title: Measuring Customer-Based Brand Equity: the case of the MICE destination
D'Andrea, Chiarachiar.dandrea@gmail.com
Date: 8 April 2017
Number of Pages: 140
Institution: Università degli Studi di Napoli Federico II
Department: Economia, Management e Istituzioni
Dottorato: Management
Ciclo di dottorato: 29
Coordinatore del Corso di dottorato:
Mele, Cristinacristina.mele@unina.it
Della Corte, ValentinaUNSPECIFIED
Date: 8 April 2017
Number of Pages: 140
Uncontrolled Keywords: brand equity, destination, CBBE
Settori scientifico-disciplinari del MIUR: Area 13 - Scienze economiche e statistiche > SECS-P/08 - Economia e gestione delle imprese
Date Deposited: 09 May 2017 10:56
Last Modified: 13 Mar 2018 09:17
URI: http://www.fedoa.unina.it/id/eprint/11648
DOI: 10.6093/UNINA/FEDOA/11648


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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