Cultural and festive activity as brand salience for the creative city destination: case study UNESCO City of Literature
(2010)
Presentation / Conference Contribution
Robertson, M. (2010, February). Cultural and festive activity as brand salience for the creative city destination: case study UNESCO City of Literature. Presented at 20th Annual CAUTHE Conference
This work - in - progress stems from an earlier project by Robertson and Rogers (2009).
It addresses the role of the media and stakeholder collaboration in a city in forming event brand equity commensurate with developing a competitive sense of...
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