The branded carnival : the dark magic of consumer excitement
Year of publication: |
August 2016
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Authors: | O'Sullivan, Stephen R. |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 32.2016, 9/10, p. 1033-1058
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Subject: | Brandfest | carnival | consumer excitement | marketplace tension | experiential marketing | brand hijack | brand community | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image |
Type of publication: | Article |
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Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal ; Konferenzbeitrag ; Conference paper |
Language: | English |
Other identifiers: | 10.1080/0267257X.2016.1161656 [DOI] |
Source: | ECONIS - Online Catalogue of the ZBW |
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