...Arja Lemmetyinen; Darko Dimitrovski; Lenita Nieminen; Tuomas Pohjola Purpose The aim of this study is to examine cruise destination branding as a new resource for a region to promote an area as a differentiated cruise destination. The authors specifically study how the perceived brand awareness...

... contributes to the body of knowledge of brand equity theory. Aikaterini Manthiou can be contacted at: aikaterini.manthiou@neoma-bs.fr © Emerald Group Publishing Limited 2014 Brand image Festivals Brand awareness Brand loyalty Brand quality Visitor-based brand equity Festivals have...