Key dimensions of city brand personality of Melaka Historic City, Malaysia

A city can seek to take a particular brand personality through various branding strategies. Nevertheless, people may interpret the communicated messages through the prism of their perceptual experiences and, therefore, might react differently to a brand message as to what it was initially designed f...

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Bibliographic Details
Main Author:	Ahmad, Muhamad Fazil
Format:	Thesis
Language:	English
Published:	2015
Subjects:	Cities and towns - Melaka, Malaysia Tourism - Melaka, Malaysia
Online Access:	http://psasir.upm.edu.my/id/eprint/58100/1/FBMK%202015%2072IR.pdf

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