"You got a new name!" : how does renaming a music festival with a brand affect the festivalgoer's purchase intention
Amélia Brandão and Mahesh Gadekar
| Year of publication: |
2023
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|---|---|
| Authors: | Brandão, Amélia Maria Pinto da Cunha ; Gadekar, Mahesh |
| Published in: |
International journal of event and festival management. - Bingley : Emerald, ISSN 1758-2962, ZDB-ID 2543185-7. - Vol. 14.2023, 3, p. 261-276
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| Subject: | Brand image transfer | Brand sponsorship | Event-sponsor fit | Music festivals | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Musik | Music | Großveranstaltung | Big event | Sponsoring | Sponsorship | Markenführung | Brand management | Markentransfer | Brand extension | Event-Marketing | Event marketing | Markenartikel | Brand | Sportmarketing | Sports marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJEFM-07-2022-0059 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014320102