The Magical World of Disney: building relationships with clients from the brand personality
The purpose of this study is to evaluate the relationship between brand personality and customer relationship perception in the Tourism and Hospitality Industry. We performed a survey with 283 Brazilian visitors of Disney parks, using Structural Equation Modeling. Brand personality, the second-order...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of the Algarve - ESGHT - CIEO
2020-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/1158 |
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