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Published in:
2021 | OriginalPaper | Chapter
1. Introduction
Author : Julian Michael Hodson
Published in: Connecting Brand Identity and Consumer-Based Brand Equity for Tourism Destinations
Publisher: Springer Fachmedien Wiesbaden
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Abstract
This chapter introduces into the research topic by first providing a review of the general context surrounding the research field. Next, identification and assessment of the research problem is followed by a discussion of the theoretical background and scope of the upcoming research. The introduction chapter goes on to state the research questions and objectives, to then examine the contribution of the research.