New York, NY
Columbia Business School - International Business
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Event Marketing, Experiential Marketing, Brand Equity, Brand Experience, Brand Attitude
Perceived Firm Innovativeness, Functional–Cognitive Route, Affective-Experiential Route, Consumer Satisfaction Consumer, Loyalty
Emerging markets, developed markets, materialist, postmaterialist, advertising appeals, experiential marketing, functional marketing
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theory and practice, store brands, banner ads, market growth, retail price, social networks
culture, assimilation, differentation, consumption, symbols, consumer
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