Developing brand relationship theory for festivals: a study of the Edinburgh Festival Fringe.
Book
Todd, L. A. (2014)
Developing brand relationship theory for festivals: a study of the Edinburgh Festival Fringe. In I. S. Yeoman, M. Robertson, U. McMahon-Beattie, E. Backer, & K. Smith (Eds.), The Future of Events and Festivals, 157-176. Routledge
INTRODUCTION
Relationship principles prevail in consumer marketing practice where brands are imbued with human traits to strengthen their consumer appeal. The brand-as-a-pers...