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EVALUATION AND MEASUREMENT OF DESTINATION BRANDING EFFICIENCY

Georgi Chetrafilov
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Georgi Chetrafilov: SWU "Neofit Rilski", Blagoevgrad, Bulgaria

Economics and Management, 2018, vol. 14, issue 1, 277-287

Abstract: With the market development in the era of modern globalization there has been a need for introduction of high-quality products and not just looking for ways to increase their assortment and nomenclature. This new trend caused by the increasingly good awareness of the consumers regarding the dynamic development of the information technologies, which in turn increases their requirements in respect of one product, opens doors for the development of brand theory as a science about trademark and maintaining the brand culture of consumption.

Keywords: Destination branding; branding evaluation; brand efficiency (search for similar items in EconPapers)
JEL-codes: Z39 (search for similar items in EconPapers)
Date: 2018
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