Brand image, cultural events and loyalty in mobile industry
: This study analyses the effect of cultural events in brand image and customers’ loyalty in the mobile industry. The main relevance is to discuss the effectiveness’ of cultural events, those demanding high investments’ for the companies which have to explain the results in terms of loyalty and bran...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal de Santa Catarina
2013-05-01
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| Series: | Revista Produção Online |
| Subjects: | |
| Online Access: | http://producaoonline.org.br/rpo/article/view/1000 |