Creating brand loyalty by engaging brand communities through event marketing / Suriyati Said

• Main Author: Said, Suriyati
• Format: Student Project
• Language: English
• Published: 2012
• Subjects: HF Commerce; Branding (Marketing); Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: https://ir.uitm.edu.my/id/eprint/72045/1/72045.pdf; https://ir.uitm.edu.my/id/eprint/72045/

As the market landscape keeps evolving with blistering pace and traditional marketing approaches are no longer effective in delivering competitive advantage there is a need for new marketing strategies to be implemented. The concept of brand communities has been attracting increasing attention as it...