How booking.com's brand identity compares to its brand image

This paper studies Booking.com brand’s identity and how it compares to its brand image. Kapferer Brand Identity Prism (2008) is used to identify the main brand elements that build the identity. Once defined, the comparison with the customer’s opinion is done using a sample of 12Portuguese, men and w...

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Bibliographic Details
Main Author: Crespo, María De Las Nieves Rojas (author)
Format: masterThesis
Language:eng
Published: 2021
Subjects:
Kapferer brand identity prism
Booking.com ientity
Brand identity vs. brand image
Dynamism ofbrand identity
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/106990
Country:Portugal
Oai:oai:run.unl.pt:10362/106990

Internet

http://hdl.handle.net/10362/106990

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