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 in¬ternational case studies. The empirical research provides an original com¬parison between the British and Italian audiences, based on the results co¬ming from quantitative and qualitative data (a survey and interviews to academics and practitioners).
|Titolo:||Brand Entertainment: a comparative study between U.K. and Italy|
|Data di pubblicazione:||2020|
|Appare nelle tipologie:||3.1 Monografia o trattato scientifico|