Building a local identity through sellout crowds: the impact of brand popularity, brand similarity, and brand diversity of music festivals
Author:
Affiliation:
1. Plymouth Business School, Plymouth University, Plymouth, UK
2. Graduate School of Business & Law, RMIT University, Melbourne, Australia
Publisher
Informa UK Limited
Subject
Marketing,Strategy and Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/0965254X.2018.1430055
Reference68 articles.
1. Festival Attendance and the Development of Social Capital
2. Corporate brands: what are they? What of them?
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