To what extent brand entertainment influences the brand equity of a company? This book gives insights into the effectiveness of branded content by reviewing previous studies and topical literature, as well as international case studies. The empirical research provides an original comparison between the British and Italian audiences, based on the results coming from quantitative and qualitative data (a survey and interviews to academics and practitioners).
Brand Entertainment - A comparative study between England and Italy
Myriam Caratu';Giancarlo Scozzese
2020-01-01
Abstract
To what extent brand entertainment influences the brand equity of a company? This book gives insights into the effectiveness of branded content by reviewing previous studies and topical literature, as well as international case studies. The empirical research provides an original comparison between the British and Italian audiences, based on the results coming from quantitative and qualitative data (a survey and interviews to academics and practitioners).File in questo prodotto:
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