Kjeldgaard, Dannie; Bode, Matthias - In: European Journal of Marketing 51 (2017) 1, pp. 23-43
Purpose Brandfests are conceptualized as marketer-initiated events that facilitate consumers’ individual and social engagements with brands. After its inception in the late 1990s, the concept of brandfests was quickly folded into the concept of brand community, leaving conceptual and strategic...
