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Navigating the digital landscape: evaluating the impacts of digital IMC on building and maintaining destination brand equity

In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital IMC consistency and interactivity on establishing...

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Bibliographic Details
Main Authors:	Qi, Meng, Abdullah, Zulhamri, Abdul Rahman, Saiful Nujaimi
Format:	Article
Language:	English
Published:	Multidisciplinary Digital Publishing Institute 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/114920/ http://psasir.upm.edu.my/id/eprint/114920/1/114920.pdf

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