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Publication
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| Research Title |
BRAND EXPERIENCE, BRAND COOLNESS, AND BRAND EQUITY: A CASE OF BALI, INDONESIA |
| Date of Distribution |
18 July 2023 |
| Conference |
| Title of the Conference |
CIBES CONFERENCE 2023: The 3RD CURRENT ISSUES IN BUSINESS AND ECONOMIC STUDIES |
| Organiser |
CIBES RESEARCH GROUP |
| Conference Place |
İstanbul Ticaret University |
| Province/State |
Istanbul, Turkey |
| Conference Date |
16 March 2023 |
| To |
18 March 2023 |
| Proceeding Paper |
| Volume |
2023 |
| Issue |
1 |
| Page |
01-08 |
| Editors/edition/publisher |
SOBER PROCEEDINGS |
| Abstract |
This research aims to examine the relationship between brand experience, brand coolness, and brand equity in the context of a tourist destination. The surveys were used to collect data from 300 domestic tourists visiting Bali, Indonesia. Path analysis was used to evaluate the collected data. According to the findings of the research, brand experience has an influence on brand coolness. Furthermore, brand experience directly and indirectly affects 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 |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
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