Brand experiences in engaging marketing campaigns

Master thesis English OPEN
Reisegg, Kristin;
(2012)
  • Subject: :Social science: 200::Economics: 210::Business: 213 [VDP] | marketing and brand management

This research examines the effects from engaging marketing campaigns on brand experiences and the potential outcome on affective commitment and loyalty. In doing this, it also test the validity of the brand experience scale in a new setting during a short term marketing... View more
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