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Keywords: Place brand
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Journal Articles
Journal:
RAUSP Management Journal
RAUSP Management Journal (2021) 56 (2): 202–216.
Published: 10 May 2021
... international participants, this study was exploratory and interpretative; thematic analysis was performed for a broader understanding about place brand equity. Findings The Roadmap of Brand Equity is provided by proposing three “pathways” founded on core value drivers as “road signs” (potential influences...
