One limitation of the study is that it is not possible to test relationships between the proposed
CBBE measures and a dependent variable such as financial performance or market share, due
to a lack of such data. Nevertheless, for the destination of interest, the structure of the results provide measures of brand salience, brand associations and brand resonance in the most
important market, in the context of short breaks by car, after four years of a new brand
campaign. For the Coral Coast, the 2003 results indicated the destination held weak CBBE in its most important market at the time of the launch of a new brand campaign. The CBBE
structure provides indicators, related to the brand campaign objectives, for which the
effectiveness of future promotional activity can be evaluated.
One limitation of the study is that it is not possible to test relationships between the proposedCBBE measures and a dependent variable such as financial performance or market share, dueto a lack of such data. Nevertheless, for the destination of interest, the structure of the results provide measures of brand salience, brand associations and brand resonance in the mostimportant market, in the context of short breaks by car, after four years of a new brandcampaign. For the Coral Coast, the 2003 results indicated the destination held weak CBBE in its most important market at the time of the launch of a new brand campaign. The CBBEstructure provides indicators, related to the brand campaign objectives, for which theeffectiveness of future promotional activity can be evaluated.
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