Exploring Lenggong Valley World Heritage Site’s Brand Equity Dimensions

• Main Authors: Noor, Shuhaida Md, Kuthoos, Haja Mydin Abdul
• Format: Article
• Language: English
• Published: EDP Sciences 2014
• Subjects: P87-96 Communication. Mass media
• Online Access: http://eprints.usm.my/39079/1/Exploring_Lenggong_Valley_World_Heritage_Site%E2%80%99s_Brand_Equity_Dimensions.pdf; http://eprints.usm.my/39079/; http://dx.doi.org/10.1051/shsconf/20141201085
• Institution: Universiti Sains Malaysia

This study explores the brand equity dimensions of a world heritage destination brand, namely the Lenggong Valley World Heritage Site. The study adopted a survey-based brand equity metrics from a previous study that features 27 brand equity dimensions for products. The 27 dimensions were used as...