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Keywords: Events
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2013) 113 (5): 712–731.
Published: 17 May 2013
...Natalia Vila‐López; MaCarmen Rodríguez‐Molina Purpose One of the channels a brand can use to create experiences is events. The brand promoting the event and its sponsors can obtain various benefits in the form of brand image, personality and notoriety. The main aim of this research is to evaluate...
