Pratap, Sankalp; Gupta, Agam; Mateen, Arqum; Mahto, Kavita - In: Marketing Intelligence & Planning 34 (2016) 4, pp. 486-503
Purpose – The purpose of this paper is to extend the understanding the role of consumer experiences, instantiated through gift giving and game play, in communication of brand values. Design/methodology/approach – The paper is based on in-depth phenomenological interviews of marketing...