文章基本信息

标题：Brand Activation: A Theoretical Perspective
本地全文：下载
作者：Rashid Saeed Hashim Zameer ; Sajid Tufail Iftikhar Ahmad
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2015
卷号：13
页码：94-98
语种：English
出版社：International Institute for Science, Technology Education
摘要：The objective of this review paper is to determine what brand activation is and how it becomes a marketing communication tool for leading brands during the last few years. This paper includes the principles and benefits of brand activation; the difference between brand activation and advertising; the theory and process of brand activation; and marketing brand via brand activation. Brand activation is a very precious tool for marketers to active the brand in customers’ mind through experience and interaction with the brand.