Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience

Doctoral thesis English OPEN
Grant, Philip;
  • Publisher: Stockholm
  • Subject: branded entertainment; flash mob; consumer behaviour; guerilla marketing; viral marketing | brand equity | Aad
    acm: ComputingMilieux_MISCELLANEOUS

The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. Even so, it is ... View more
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