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Keywords: Experiential value
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Journal Articles
Electronic games: can they create value for the moderate drinking brand?
Available to Purchase
Journal:
Journal of Social Marketing
Journal of Social Marketing (2015) 5 (3): 258–278.
Published: 13 July 2015
...Rory Mulcahy; Rebekah Russell-Bennett; Sharyn Rundle-Thiele Purpose – This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt...
