A Study on the Influence of Intercultural Curation on the Brand Loyalty of Cultural Creative Park Based on the Experiential Marketing Theory

Autor:	Tien-Li Chen, Chi-Sen Hung, Yun-Chi Lee, Shih-Kuang Wu
Rok vydání:	2021
Předmět:	Creative industries Exhibition business.industry Experiential marketing Authorization Sociology Public relations business Brand loyalty
Zdroj:	Lecture Notes in Computer Science ISBN: 9783030770730 HCI (10)
DOI:	10.1007/978-3-030-77074-7_7
Popis:	The aim of this study focuses on the effective indicators of improving customer’s brand loyalty towards cultural and creative industries park through curating events and the curation strategies of the park. This study is based on the well-known experiential marketing theory from professor Schmitt (1999) focusing on the discussion of how cultural creative parks create visitors’ experience and build up brand loyalty through transnational authorization of international exhibitions.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::96fd0078e0141fa052cbe53c7b77add2 https://doi.org/10.1007/978-3-030-77074-7_7 Zobrazit plný text záznamu