A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2022; you can also visit the original URL.
The file type is
This paper aims to propose and empirically validate a measure of brand evidence of Online Travel Agencies (OTA), representing all relevant brand associations that customers are doing when evaluating an online brand, and then investigate its effect in building strong consumer-brand relationships and creating favourable consumer behavioural intentions. To check the validity of the proposed model, a survey of 971 users of OTA platforms in Greece was conducted and data was analysed with PLS.doi:10.54055/ejtr.v30i.2592 fatcat:d6xlglpvnvgbpcmtuve2j5vm6y