Experiential, Entertainment, and Aesthetics Marketing in Cultural Brand Positioning: an Empirical Study in Aguascalientes, Mexico
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References listed on IDEAS
- L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
- Yie-Fang Kao & Li-Shia Huang & Ming-Hsien Yang, 2007. "Effects of experiential elements on experiential satisfaction and loyalty intentions: a case study of the super basketball league in Taiwan," International Journal of Revenue Management, Inderscience Enterprises Ltd, vol. 1(1), pages 79-96.
- Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, December.
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Keywords
Experiential; entertainment; and aesthetic marketing.;All these keywords.
JEL classification:
- M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
- M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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