Measuring customer based place brand equity (CBPBE) from a public diplomacy perspective: Evidence from West Bengal
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DOI: 10.1016/j.jbusres.2018.01.059
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- Na Xu & Yanpu Zhao & Shun Qin, 2023. "Exploring Business Owners’ Engagement Behavior for Promoting Regional Brands in China: An Empirical Analysis Based on the TPB and ABC Theory," Sustainability, MDPI, vol. 15(14), pages 1-20, July.
- Na Xu & Yanpu Zhao, 2023. "A Moderated Mediation Analysis of the Relationship between Cultural Embeddedness of Regional Brand Products and Behavior Loyalty: A Case Study of Wudang Mountains in Hubei Province of China," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
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Keywords
Place branding; Place brand equity; Customer based place brand equity (CBPBE); Customer based brand equity (CBBE); Public diplomacy;All these keywords.
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