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Keywords: Tourist involvement
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2026) 44 (6): 1185–1204.
Published: 02 October 2025
... and tourism sector. It further examines how these heightened perceptions of brand coolness, in turn, drive consumers’ brand patronage intentions. In addition, the moderating effect of tourist involvement on these relationships is evaluated. Design/methodology/approach The research employs a quantitative...
