Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/21634
Title: Reexamination of attendee-based brand equity
Authors: Lee, JS 
Back, KJ
Keywords: Attendee-based brand equity
Brand association
Differential effect of brand knowledge
Issue Date: 2010
Publisher: Elsevier Sci Ltd
Source: Tourism management, 2010, v. 31, no. 3, p. 395-401 How to cite?
Journal: Tourism Management 
Abstract: The significance of brand concept has been increasingly recognized in the MICE industry due to its ability to create a compelling competitive edge. Complementing the major limitation of a study on attendee-based brand equity [Lee, J. S., & Back, K. J. (2008). Attendee-based brand equity. Tourism Management, 29(2), 331-344], this study reexamines attendee-based brand equity by additionally sampling regional CHRIE conferences (RCs) and comparing the data with I-CHRIE's annual conference (IC) in the context of our theoretical model. This research not only increases the theoretical validity of the previous model of attendee-based brand equity, but also explores brand equity as captured through the differential brand knowledge effect by comparing IC and RCs.
URI: http://hdl.handle.net/10397/21634
ISSN: 0261-5177
DOI: 10.1016/j.tourman.2009.04.006
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