The effect of experiential marketing on brand equity : study of a home appliances manufacturing group
Year of publication: |
2019
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Authors: | Shafiee, Majid Mohammad ; Haghighizade, Reyhane ; Rahimzadeh, Shirin |
Published in: |
International journal of business innovation and research. - Genève [u.a.] : Inderscience, ISSN 1751-0252, ZDB-ID 2271131-4. - Vol. 20.2019, 2, p. 233-252
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Subject: | experiential marketing | brand equity | SWIPE model | Aaker's CBBE model | Samsung |
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