Naidoo, Perunjodi; Ramseook-Munhurrun, Prabha; … - In: International Journal of Management and Marketing Research 3 (2010) 3, pp. 95-106
Brand image is a prominent marketing tool for many destination marketers. A strong brand image is equivalent to a rise in first-time customer purchase, positive word-of-mouth (WOM) and customer loyalty. Mauritius is a popular holiday destination for Europeans, however, there is a lack of...
