Jawahar, Deepa; Muhammed M.K., Aslam - In: Journal of Place Management and Development 15 (2021) 3, pp. 248-263
Purpose This paper aims to analyse the relationship between the image of a tourism product and destination brand equity … DI significantly influence the brand equity, but the HBI is insignificant towards the brand equity. Even though HBI does … not directly influence Kerala's brand equity, it has a strong relationship through TEX (mediating variable). Practical …