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What is Destination Brand Association Analysis about?

This dissertation examines the brand associations of four golf destinations through surveys and interviews. Network analysis methods are used to identify the central and complementary brand associations that are critical to building strong destination brands. The study applies associative network theory and the repertory grid technique to elicit brand associations from participants. It then uses network analysis to examine the structural relationships between the associations. The results provide an analyti

Author

MAY AN QUBING

Language

EN