TY  - GEN 
AU  - Peco Torres, Francisco
AU  - Jones, Adam
AU  - Polo Peña, Ana Isabel
AU  - Frías Jamilena, Dolores María
PY  - 2025
UR  - https://hdl.handle.net/10481/106642
AB  - The purpose of this study is to analyze how hotels’ customer brand engagement (CBE) can be enhanced through tourists’ value co-creation with hotel online media or travel websites, as a means of achieving greater brand equity. The analysis considers...
LA  - eng
PB  - Emerald Insight
KW  - National culture
KW  - Brand equity
KW  - Customer brand engagement
KW  - Travel websites
KW  - Online media
KW  - Value co-creation
TI  - Customer brand engagement via value co-creation with hotel online media and travel websites and its effect on brand equity: the moderating role of culture
DO  - 10.1108/JHTT-06-2024-0362
ER  -