Event marketing is considered a relatively novel marketing tool. In contrast to conventional communication strategies …, event marketing features the active participation of target groups in the communication process. This feature in particular … toward the advertisement, a model for the explanation of the effects of flow experience during marketing events is developed …

.g. sales) but also of long-term marketing metrics such as consumer's brand image, brand attitude and perceived quality …

the underlying meaning or theme of the leader brand, such as the “freshness of Alpine milk” theme in Milka. Marketing …

. Instead, marketing support for the extension product drives choice-behavior-based brand extension success …

Although there is plenty of work, in which co-branding is studied from the point of view of the consumer, there is a … co-branding. The goal of this research is to gain a better understanding of what determines the choice of brand allies …

One of the biggest challenges in place branding lies in the ability to include stakeholders in brand building process …

The paper analyses the concept of country branding. The focus is placed on influential stakeholders who should …. The paper focuses on the country branding in Slovenia and investigates the residents' first response to the new brand I …