TY  - GEN 
AU  - Crespo Almendros, Esmeralda
AU  - Prados Peña, María Belén
AU  - Porcu, Lucía
AU  - Alcántara Pilar, Juan Miguel
PY  - 2023
UR  - https://hdl.handle.net/10481/85319
AB  - This paper aims to look into the moderating effect of individual's cultural characteristics—Power Distance—on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The...
LA  - eng
PB  - Wiley
KW  - Brand equity
KW  - Discount
KW  - Heritage tourism
KW  - Power distance
KW  - Social network
TI  - Building heritage brand equity through social media sales promotion: The role of Power Distance
DO  - 10.1002/jtr.2569
ER  -