Brand experience is one of the most promising concepts to emerge in consumer research
over the last decade. However, unlike other brand-related concepts, it has often been …

A must-have introductory text of unrivalled coverage and depth focusing on events planning
and management, the fourth edition of Events Management provides a complete A to Z of …

While brand experience has received increasing research attention in recent years, there
remains a need to develop and empirically test brand experience models to better …

This paper explores the importance of customer in strategic marketing in the values of
customer satisfaction and loyalty. The role of customer for organizations in the 21st century …

Brand equity is one of the prime and strategic assets for most of the contemporary business
organizations. Companies are focusing on novel and innovative ways in order to build brand …

Purpose Understanding the advantages of brand experience is important for brand
managers to more effectively grow satisfied and loyal customers. To date, little research has …

Elite sport provides an exciting and dynamic emotional experience for spectators. Social
marketers using sport sponsorship to promote health messages are yet to consider the …

The last decade has seen an exponential growth in published articles related to the
influence of marketing events on destinations. However, there is still a need for empirical …

The purpose of this study is to investigate the relationship between the activation of
experiential marketing, satisfaction with sponsored sporting events, brand equity, and …

The scope of this research is to examine the impact of online store brand experience on
online brand trust and online repurchase intention. Additionally, the study tests whether …