Matches in SemOpenAlex for { <https://semopenalex.org/work/W2794164016> ?p ?o ?g. }
- W2794164016 endingPage "178" @default.
- W2794164016 startingPage "161" @default.
- W2794164016 abstract "Branding has traditionally been a staple interest in fashion marketing research, although it has only been studied from the perspective of business-to-consumer markets. Recently, however, corporate branding has sparked the interest of industrial marketing scholars, who have demonstrated its potential benefits for companies, including a sustainable competitive advantage and increased customer loyalty. Based on interviews with representatives of 18 Scandinavian fashion companies that have attended trade shows, this article explores experiential marketing activities and their potential branding outcomes during international fashion trade shows. To this end, the study provides a new perspective on fashion branding by identifying the main experience providers in trade shows, and their contribution towards Customer-Based Brand Equity. In conclusion, the study contributes to the fashion marketing literature by providing a novel perspective on branding, and by demonstrating the use of experiential marketing in enhancing brand equity during international trade shows. Moreover, the emergent stream of literature on trade shows as experiential marketing is extended with an account from the exhibitor perspective. Finally, the studies of industrial branding are built on by illustrating the ways in which experiential marketing at trade shows can contribute to brand equity." @default.
- W2794164016 created "2018-03-29" @default.
- W2794164016 creator A5022988192 @default.
- W2794164016 creator A5079060118 @default.
- W2794164016 date "2018-03-14" @default.
- W2794164016 modified "2023-09-24" @default.
- W2794164016 title "International fashion trade shows as platforms for experiential branding" @default.
- W2794164016 cites W1117027752 @default.
- W2794164016 cites W1540110233 @default.
- W2794164016 cites W1597110041 @default.
- W2794164016 cites W1967295847 @default.
- W2794164016 cites W1973557004 @default.
- W2794164016 cites W1977924011 @default.
- W2794164016 cites W1979236086 @default.
- W2794164016 cites W1979656689 @default.
- W2794164016 cites W1980853081 @default.
- W2794164016 cites W1982532825 @default.
- W2794164016 cites W1983215404 @default.
- W2794164016 cites W1984781731 @default.
- W2794164016 cites W1986099959 @default.
- W2794164016 cites W1988010163 @default.
- W2794164016 cites W1989634252 @default.
- W2794164016 cites W1992026348 @default.
- W2794164016 cites W1992935831 @default.
- W2794164016 cites W1996743441 @default.
- W2794164016 cites W2001115249 @default.
- W2794164016 cites W2002012569 @default.
- W2794164016 cites W2007380924 @default.
- W2794164016 cites W2014019221 @default.
- W2794164016 cites W2014712450 @default.
- W2794164016 cites W2017640419 @default.
- W2794164016 cites W2019285555 @default.
- W2794164016 cites W2020026824 @default.
- W2794164016 cites W2026036261 @default.
- W2794164016 cites W2027056187 @default.
- W2794164016 cites W2029485242 @default.
- W2794164016 cites W2030946459 @default.
- W2794164016 cites W2037260658 @default.
- W2794164016 cites W2042867215 @default.
- W2794164016 cites W2048826347 @default.
- W2794164016 cites W2053696206 @default.
- W2794164016 cites W2054809973 @default.
- W2794164016 cites W2054926518 @default.
- W2794164016 cites W2058726885 @default.
- W2794164016 cites W2064662008 @default.
- W2794164016 cites W2065126543 @default.
- W2794164016 cites W2065440275 @default.
- W2794164016 cites W2066882324 @default.
- W2794164016 cites W2066973613 @default.
- W2794164016 cites W2069515548 @default.
- W2794164016 cites W2071141742 @default.
- W2794164016 cites W2071694861 @default.
- W2794164016 cites W2076201159 @default.
- W2794164016 cites W2077614959 @default.
- W2794164016 cites W2086185898 @default.
- W2794164016 cites W2106385160 @default.
- W2794164016 cites W2132449196 @default.
- W2794164016 cites W2133624447 @default.
- W2794164016 cites W2155490992 @default.
- W2794164016 cites W2168512241 @default.
- W2794164016 cites W2188642601 @default.
- W2794164016 cites W2251368492 @default.
- W2794164016 cites W2266639535 @default.
- W2794164016 cites W2300623030 @default.
- W2794164016 cites W2391799722 @default.
- W2794164016 cites W2412849125 @default.
- W2794164016 cites W2414229285 @default.
- W2794164016 cites W2552382602 @default.
- W2794164016 cites W2597655161 @default.
- W2794164016 cites W2753674883 @default.
- W2794164016 cites W3121958491 @default.
- W2794164016 cites W3122857273 @default.
- W2794164016 cites W3124373629 @default.
- W2794164016 cites W3125314021 @default.
- W2794164016 cites W4205981594 @default.
- W2794164016 cites W4230467971 @default.
- W2794164016 cites W4233455767 @default.
- W2794164016 cites W4237801945 @default.
- W2794164016 cites W4245781506 @default.
- W2794164016 doi "https://doi.org/10.1080/20932685.2018.1435295" @default.
- W2794164016 hasPublicationYear "2018" @default.
- W2794164016 type Work @default.
- W2794164016 sameAs 2794164016 @default.
- W2794164016 citedByCount "2" @default.
- W2794164016 countsByYear W27941640162020 @default.
- W2794164016 countsByYear W27941640162023 @default.
- W2794164016 crossrefType "journal-article" @default.
- W2794164016 hasAuthorship W2794164016A5022988192 @default.
- W2794164016 hasAuthorship W2794164016A5079060118 @default.
- W2794164016 hasConcept C112698675 @default.
- W2794164016 hasConcept C12713177 @default.
- W2794164016 hasConcept C136006765 @default.
- W2794164016 hasConcept C144024400 @default.
- W2794164016 hasConcept C144133560 @default.
- W2794164016 hasConcept C154945302 @default.
- W2794164016 hasConcept C162853370 @default.
- W2794164016 hasConcept C192975520 @default.
- W2794164016 hasConcept C19417346 @default.