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  • Online branding of the offline experience: the importance of corporate branding for experiential events. 

    Stewart, Christina; Davis, Andrew (ACADEMY OF MARKETING, 2016-07-04)
    STEWART, C. and DAVIS, A. 2016. Online branding of the offline experience: the importance of corporate branding for experiential events. Presented at the 49th Academy of Marketing conference (AM2016): Radical marketing, 4-7 July 2016, Newcastle, UK. Newcastle: Academy of Marketing, paper number 435.
    In a recent survey, European music festivals organisers confirmed a lack of available headliners and increasing cost of headline acts were two of the immediate challenges facing the European music festival industry (IQ ...