Vila‐López, Natalia; Rodríguez‐Molina, MaCarmen - In: Industrial Management & Data Systems 113 (2013) 5, pp. 712-731
Purpose – One of the channels a brand can use to create experiences is events. The brand promoting the event and its sponsors can obtain various benefits in the form of brand image, personality and notoriety. The main aim of this research is to evaluate the effects that experiencing an event...