Work

Playing games, receiving gifts, creating experiences and building brands

Year: 2016

Type: article

Source: Marketing Intelligence & Planning

DOI: 10.1108/mip-10-2014-0194

Authors: Sankalp Pratap, Agam Gupta, Arqum Mateen, Kavita Mahto

Institutions: Indian Institute of Management Tiruchirappalli, Indian Institute of Management Kozhikode, Tata Steel (India)

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2406306573

FWCI: 1.388

Cites: 72

Cited by: 8

Related to: 10