Which destination brands among nation, city, and event brands benefit from hosting mega-events? Before-after comparison of three destination brands for the PyeongChang Winter Olympics
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on October 18, 2024
Abstract
Journal of Vacation Marketing, Volume 32, Issue 2, Page 560-578, April 2026.
This research empirically examined concurrent brand effects in a multistep longitudinal study using multiple brand equity values as measurements. By choosing the 2018 PyeongChang Winter Olympics as the study context, this study compared the brand equity ...
This research empirically examined concurrent brand effects in a multistep longitudinal study using multiple brand equity values as measurements. By choosing the 2018 PyeongChang Winter Olympics as the study context, this study compared the brand equity ...