Mulcahy, Rory; Russell-Bennett, Rebekah; Rundle-Thiele, … - In: Journal of Social Marketing 5 (2015) 3, pp. 258-278
Purpose – This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However,...