Why advertisers should embrace event typicality and maximize leveraging of major events
François A. Carrillat, Marc Mazodier, Christine Eckert
| Year of publication: |
2024
|
|---|---|
| Authors: | Carrillat, François A. ; Mazodier, Marc ; Eckert, Christine |
| Subject: | Advertising | Ambush marketing | Consistency | Exposure duration | Sponsorship | Typicality | Sponsoring | Werbung | Guerilla-Marketing | Guerilla marketing | Werbewirkung | Advertising effects | Sportveranstaltung | Sport event | Event-Marketing | Event marketing | Großveranstaltung | Big event |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-024-01012-1 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015192942