The role of functional associations in building destination brand personality: When official websites do the talking
Abstract
Destinations ‘talk’ about themselves via online media to build strong brand personalities. However, previous research points to the influence of other associations linked to the destination in determining the credibility of the aforementioned personality. This research aims to identify the potential of certain types of functional associations ―attractions― in strengthening projected personality through discourse. With this aim in mind, we...
Paper Details
Title
The role of functional associations in building destination brand personality: When official websites do the talking
Published Date
Dec 1, 2019
Journal
Volume
75
Pages
148 - 155
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