Why advertisers should embrace event typicality and maximize leveraging of major events
François A. Carrillat, Marc Mazodier, Christine Eckert
| Year of publication: |
2024
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|---|---|
| Authors: | Carrillat, François A. ; Mazodier, Marc ; Eckert, Christine |
| Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 52.2024, 6, p. 1585-1607
|
| 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 |
| 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