TY  - JOUR 
AU  - Prados Peña, María Belén
AU  - Barrio García, Salvador Del
PY  - 2021
UR  - http://hdl.handle.net/10481/71030
AB  - This 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...
LA  - eng
PB  - Elsevier
KW  - Brand equity
KW  - Brand extension
KW  - Brand attitude
KW  - Brand credibility
KW  - Experience
KW  - Destination brand equity
KW  - M30
KW  - M31
KW  - M37
TI  - Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
DO  - 10.1016/j.iedeen.2021.100153
ER  -