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Keywords: Integrated marketing communications (IMC)
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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
... así el enfoque “de afuera hacia adentro”, que es uno de los principios base de la CIM. Purpose This paper aims to examine how message consistency pursued through integrated marketing communications (IMC) can build a strong destination brand equity in a very dynamic environment and whether...
