An investigation of the Kumamon and Sukjai mascots on destination branding
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DOI: 10.1108/jpmd-11-2019-0095
Abstract: Purpose This study aims to investigate what the crucial elements are when it comes to using a mascot to brand a destination. This study applies the proposed framework of “mascot usage for destination branding” to… read more here.
Keywords: destination; methodology; mascot; kumamon sukjai ... See more keywords