| Research Title |
The Impact of Brand Experience on Brand Coolness, and Brand Equity: A Case of MICE Tourism |
| Date of Distribution |
10 May 2023 |
| Conference |
| Title of the Conference |
WRFASE INTERNATIONAL CONFERENCE |
| Organiser |
World research forum for advances in science and engineering |
| Conference Place |
Kyoto Tokyu Hotel |
| Province/State |
Kyoto, Japan |
| Conference Date |
10 May 2023 |
| To |
11 May 2023 |
| Proceeding Paper |
| Volume |
2023 |
| Issue |
397 |
| Page |
17-20 |
| Editors/edition/publisher |
Institute for Technology and Research |
| Abstract |
The purpose of this study was to investigate the relationship between brand experience, brand coolness, and brand equity in the context of a tourist destination. The data were collected by questionnaires from 360 MICE tourists in Khon Kaen. Data collection was analyzed by using Structural Equation Modeling (SEM). The results indicate that brand experience has influenced on brand coolness. Brand coolness has influenced on brand equity and brand experience has direct and indirect influence on brand equity through brand coolness. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
false |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
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Publication
Journal Publication
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