"You got a new name!" : how does renaming a music festival with a brand affect the festivalgoer's purchase intention
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
|
Subject: | Brand image transfer | Brand sponsorship | Event-sponsor fit | Music festivals | Regionalentwicklung | Regional development | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Musik | Music | Großveranstaltung | Big event | Sponsoring | Sponsorship | Markenführung | Brand management | Markentransfer | Brand extension | Niederlande | Netherlands |
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