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Publication
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| Research Title |
Brand Coolness, Destination Value, and Brand Equity: Insight from Bali, Indonesia |
| Date of Distribution |
22 July 2023 |
| Conference |
| Title of the Conference |
CIBES CONFERENCE 2023 |
| Organiser |
3RD CURRENT ISSUES IN BUSINESS AND ECONOMIC STUDIES CIBES CONFERENCE 2023 |
| Conference Place |
Istanbul Ticaret University |
| Province/State |
Turkey |
| Conference Date |
16 March 2023 |
| To |
18 April 2023 |
| Proceeding Paper |
| Volume |
2023 |
| Issue |
1-2023 |
| Page |
หน้า 108 -144 |
| Editors/edition/publisher |
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| Abstract |
Abstract
This study aims to investigate the interrelationship among brand coolness, destination value,
and brand equity in the case of Bali, Indonesia. Questionnaires were used to collect data from
300 domestic tourists who traveled to Bali. Data collection was analyzed by using path analysis.
Accordingly, the result showed that brand coolness has a direct influence on destination value.
Furthermore, brand coolness directly and indirectly influences brand equity through destination
value. As a result, it is anticipated that this study will add to the expanding new knowledge of
the literature on destination marketing and city branding. In addition, the outcomes of this
research might be used to improve the brand strategies of tourist destinations. |
| Author |
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| Peer Review Status |
ไม่มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Abstract |
| 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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