If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Although the branding literature emerged during the 1940s, research relating to tourism destination branding has only gained momentum since the late 1990s. There remains a lack of theory in particular that addresses the measurement of the effectiveness of destination branding over time. The purpose of this paper is to test the effectiveness of a model of consumer-based brand equity (CBBE) for a country destination. Design/methodology/approach -A model of CBBE was adapted from the marketing literature and applied to a nation context. The model was tested by using structural equation modelling with data from a large Chilean sample (n ¼ 845) comprising a mix of previous visitors and non-visitors. The model fits the data well. Findings -The paper reports the results of an investigation into brand equity for Australia as a long-haul destination in an emerging market. The research took place just before the launch of the nation's fourth new brand campaign in six years. The results indicate Australia is a well-known but not compelling destination brand for tourists in Chile, which reflects the lower priority the South American market has been given by the national tourism office. Practical implications -The paper suggested that CBBE measures could be analysed at various points in time to track any strengthening or weakening of market perceptions in relation to brand objectives. A standard CBBE instrument could provide long-term effectiveness performance measures regardless of changes in destination marketing organisation staff, advertising agency, other stakeholders and budget. Originality/value -The paper contributes to the nation-branding literature by being one of the first to test the efficacy of a model of CBBE for a tourism destination brand.

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The Inside-Out approach used in this paper describes the implied educators' perceptions of IMC. From an analysis of 87 IMC course syllabi from six countries and in-depth challenge. This is a particular challenge to the scholars and teachers, who are charged with the responsibility of encouraging best practices, presenting the most current and relevant applications and research approaches and including the most current theory in their course delivery.