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Keywords: Brand image transfer
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Journal Articles
International Journal of Event and Festival Management (2023) 14 (3): 261–276.
Published: 17 April 2023
... Music festivals Brand sponsorship Event-sponsor fit Brand image transfer Music festivals are returning after the pandemic. Music festivals play a vital role in our lives and connect global society. The phenomenon that started in the 1960s and 70s has grown into a global industry. For instance...
