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Purpose – The aim of this paper is to develop a conceptual framework for nation branding based on the concepts of co‐branding and perceived fit, and to apply these concepts to discuss the type of nation brand that China may develop and how this brand relates to individual destinations...
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Scholars acknowledge the crucial role of values in influencing behavior and market choices. This paper examines the role of consumption values in influencing destination image and travel behavior by proposing a destination image formation model. Having as theoretical base the means-end chain...
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