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Keywords: Meaningfulness
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2020) 38 (1): 15–31.
Published: 25 November 2019
... involved and finding meaningfulness in the experience, and form greater readiness to store memory of the event. Memory formation triggered by brand experience can help event practitioners anticipate positive behaviors of visitors after the experience. Practical implications The results suggest...
