Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation
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DOI: 10.1177/22779752211051101
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- Uttam Chakraborty & Savita Bhat, 2018. "Effect of Credible Reviews on Brand Image: A Mixed Method Approach," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 13-22, January.
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- Wang, Haizhong & Liu, Di, 2020. "The differentiated impact of perceived brand competence type on brand extension evaluation," Journal of Business Research, Elsevier, vol. 117(C), pages 400-410.
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Keywords
Experiential learning; brand extensions; marketing plan; marketing education; classroom exercise; movie industry;All these keywords.
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