Abstract
The paper introduces the concept of customer-based brand equity and investigates it for the tourism destination Slovenia from the Croatians' point of view. The proposed Croatian-based brand equity for Slovenia as a tourism destination consists of Slovenia's awareness in Croatians' minds, its tourism destination image, perceived quality, as well as their loyalty attitudes to Slovenia. Although all of the proposed dimensions are important in the Croatian evaluations, the image of Slovenia represents the most significant dimension in the entire process of building brand equity. [PUBLICATION ABSTRACT]
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