The Effects of Marketing Communications on Malaysia's Consumer Based Brand Equity and Intention to Visit Among Potential Tourists from Gulf Countries: The Case of Jeddah and Dubai
It has been long recognized that marketing communications (MC) are important activities that influencing potential tourist's attitude and behavior toward tourism destinations. However, factors such as tourism service intangibility, globalization, increasing advertising expenditure, fierce compe...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2011
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| Online Access: | https://etd.uum.edu.my/2495/1/Ashraf_Mohammad_Teehi_Alfandi.pdf https://etd.uum.edu.my/2495/2/1.Ashraf_Mohammad_Teehi_Alfandi.pdf |
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