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).
Brand Entertainement: a comparative study between England and Italy
Scozzese, Giancarlo
2020-01-01
Abstract
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).File in questo prodotto:
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