The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender
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DOI: 10.1080/13683500.2019.1637403
Abstract: ABSTRACT The impact of Integrated Marketing Communications (IMC) has not received sufficient attention in the tourism marketing literature. The objective of this paper is to propose and empirically test a model that captures relationships between… read more here.
Keywords: city reputation; interactivity; imc consistency;