Orchestrating an experiential value proposition : the case of a Scandinavian automotive manufacturer
Year of publication: |
2022
|
---|---|
Authors: | Eklund, Andreas Aldogan ; Berndt, Adele ; Sandberg, Susanne |
Published in: |
European business review. - Bradford : Emerald, ISSN 1758-7107, ZDB-ID 2025931-1. - Vol. 34.2022, 5, p. 624-641
|
Subject: | Brand-related stimuli | Experiential marketing | Sensory cues | Sensory marketing | Service-dominant logic | Value proposition | Service-Dominant Logic | Konsumentenverhalten | Consumer behaviour | Betriebliche Wertschöpfung | Value creation | Marketingtheorie | Marketing theory | Markenführung | Brand management | Kfz-Industrie | Automotive industry |
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