Wang, Junfeng; Butkouskaya, Vera - In: Journal of economics, finance & administrative science 28 (2023) 55, pp. 60-78
Purpose - This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image … Olympic Games. Additionally, the article discusses the role of event image and product perceived value in enhancing the SMAs … image, tourists' perceived commemorative product value and TBIs. Meanwhile, event image and product perceived value mediate …