The impact of event marketing on brand equity : the mediating roles of brand experience and brand attitude
Year of publication: |
2013
|
---|---|
Authors: | Zarantonello, Lia ; Schmitt, Bernd |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 32.2013, 2, p. 255-280
|
Subject: | Event-Marketing | Event marketing | Markenwert | Brand equity | Werbewirkung | Advertising effects | Frankreich | France |
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