Brand USA: A natural quasi-experiment evaluating the success of a national marketing campaign
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DOI: 10.1016/j.tourman.2018.07.013
Abstract: Abstract As national, state, and local governments implement strategic place branding and marketing plans, questions remain about how to best measure the success of such endeavors. Using a natural quasi-experimental design, we evaluate how well… read more here.
Keywords: campaign; marketing; brand; brand usa ... See more keywords