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Keywords: Product–place image
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Journal Articles
Journal of Place Management and Development (2022) 15 (3): 248–263.
Published: 22 July 2021
...) and the mediating role of total experience (TEX). Design/methodology/approach The research analysed 342 primary data from Ayurvedic tourists who visited Kerala for the treatment. Findings Results show that product–place image (PPI) and DI significantly influence the brand equity, but the HBI...
