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dc.contributor.authorPrados Peña, María Belén 
dc.contributor.authorBarrio García, Salvador Del
dc.identifier.citationM.B. Prados-Pena and S. Del Barrio-García. Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience. European research on management and business economics 27 (2021) 100153. []es_ES
dc.descriptionThis study was funded by Campus of International Excellence BioTic Granada (grant number 20F12/43), and Spanish National Research Program (R+D+i Research Project ECO2017-88458-R).es_ES
dc.description.abstractThis study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of experience of the parent heritage brand. An experimental design is applied, in which two different levels of fit between the parent heritage brand and the brand extension are controlled between subjects. Suggestions are provided for effective ways of enhancing heritage brand equity and therefore contributing to destination promotion and competitiveness.es_ES
dc.description.sponsorshipCampus of International Excellence BioTic Granada 20F12/43es_ES
dc.description.sponsorshipSpanish National Research Program (R+D+i Research Project) ECO2017-88458-Res_ES
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España*
dc.subjectBrand equityes_ES
dc.subjectBrand extensiones_ES
dc.subjectBrand attitudees_ES
dc.subjectBrand credibilityes_ES
dc.subjectDestination brand equityes_ES
dc.titleKey antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experiencees_ES

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Atribución-NoComercial-SinDerivadas 3.0 España
Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 España