DESTINATION BRANDING AND THE IMPACT OF PERCEIVED QUALITY AND IMAGE ON THE LOYALTY

• Authors: Bobovnicky Artur
• Languages of publication: EN

Abstracts

EN

The importance of country brand image has been assessed and based on the reviews of recent developments in nation branding worldwide. To evaluate the loyalty of the visitors the impact of satisfaction and brand image has been evaluated. Quantitative data from Czech Republic have been utilized and PLS modelling was used to evaluate the relative impact of satisfaction and brand image.

Keywords

EN

BRAND IMAGE; HYPOTHESIS; LOYALTY; NATION BRANDING; NET PROMOTER SCORE; PARTIAL LEAST SQUARE; SATISFACTION; STRUCTURAL EQUATION MODELLING; WILLINGNESS TO RECOMMEND; WILLINGNESS TO REVISIT

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda
• Journal: Communication Today
• Year: 2011
• Volume: 2
• Issue: 1
• Pages: 84-93
• Document type: ARTICLE

Contributors

author

Bobovnicky Artur

• Artur Bobovnicky, PhD., Innovative Management Partner Consulting s.r.o., Lycejna 4, 811 03 Bratislava, Slovak Republic

Identifiers

CEJSH db identifier

11SKAAAA09296