8 - BRAND EXPERIENCE, BRAND COOLNESS, AND BRAND EQUITY: A CASE OF BALI, INDONESIA

• Pongpeera Fayphonsan

  Khon Kaen University

  Author

• Anon Khamwon

  Khon Kaen University

  Author

This research aims to examine the relationship between brand experience, brand coolness, and brand equity in the context of a tourist destination. The surveys were used to collect data from 300 domestic tourists visiting Bali, Indonesia. Path analysis was used to evaluate the collected data. According to the findings of the research, brand experience has an influence on brand coolness. Furthermore, brand experience directly and indirectly affects brand equity through brand coolness.

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