Lia Zarantonello

University of Bath - School of Management

Senior lecturer (Associate Professor)

Claverton Down

Bath, BA2 7AY

United Kingdom

SCHOLARLY PAPERS

3

DOWNLOADS
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Top 6,418

in Total Papers Downloads

6,754

CITATIONS
Rank 12,982

SSRN RANKINGS

Top 12,982

in Total Papers Citations

57

Scholarly Papers (3)

1.

Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?

Journal of Marketing, Vol. 73, No. 3, pp. 52-68, 2009, Columbia Business School Research Paper No. 12-19
Number of pages: 18 Posted: 17 Nov 2011
Bernd H. Schmitt, Lia Zarantonello and J. Josko Brakus
Columbia Business School - International Business, University of Bath - School of Management and affiliation not provided to SSRN
Downloads 5,607 (1,209)
Citation 4

Abstract:

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2.

The Impact of Event Marketing on Brand Equity: The Mediating Roles of Brand Experience and Brand Attitude

International Journal of Advertising, Forthcoming
Number of pages: 44 Posted: 15 Nov 2012
Lia Zarantonello and Bernd H. Schmitt
University of Bath - School of Management and Columbia Business School - International Business
Downloads 1,020 (20,819)

Abstract:

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Event Marketing, Experiential Marketing, Brand Equity, Brand Experience, Brand Attitude

3.

Functional and Experiential Routes to Persuasion: An Analysis of Advertising in Emerging Versus Developed Markets

International Journal of Research in Marketing, Special Issue: Emerging Markets, Vol. 30, I. 1, 2013 (Forthcoming)
Number of pages: 44 Posted: 03 Oct 2012
Lia Zarantonello, Kamel Jedidi and Bernd H. Schmitt
University of Bath - School of Management, Columbia Business School - Marketing and Columbia Business School - International Business
Downloads 127 (221,873)

Abstract:

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Emerging markets, developed markets, materialist, postmaterialist, advertising appeals, experiential marketing, functional marketing