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Keywords: Communication consistency
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Journal Articles
Journal of Hospitality and Tourism Insights (2020) 3 (4): 451–468.
Published: 26 June 2020
...Maja Šerić; Josip Mikulić Purpose This paper examines the development of customer-based brand equity through communication consistency in a luxury hotel segment. Communication consistency is considered as a basic principle of the integrated marketing communications (IMC) approach. Design...
