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Keywords: Game play
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2016) 34 (4): 486–503.
Published: 06 June 2016
...Sankalp Pratap; Agam Gupta; Arqum Mateen; Kavita Mahto Purpose – The purpose of this paper is to extend the understanding the role of consumer experiences, instantiated through gift giving and game play, in communication of brand values. Design/methodology/approach – The paper is based...
