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Keywords: Coherencia del mensaje
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Journal Articles
The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia
Available to Purchase
Journal:
Tourism Review
Tourism Review (2023) 78 (3): 697–711.
Published: 19 October 2022
... integrada de marketing en el valor de marca de un destino en tiempos de incertidumbre: el caso de Croacia Resumen Objetivo Este artículo examina cómo la coherencia del mensaje que se pretende conseguir a través de la Comunicación Integrada de Marketing (CIM) puede generar un fuerte valor de marca...
