Abstract:
empirical studies claim brand activation is inline within the scope of event marketing. As per some arguments,
brand activation finds itself imprecise foundation to explain its theoretical foundation. Supportively, studies are
highlighting theoretical and empirical scant in examining influence of brand activation though practices are
extendedly found. Alongside, this paper attempts to review the notion of brand activation in relation to empirical
explanations, cases and its presence in different scenarios. Authors followed literature review as the main
research strategy whilst specific attention was made to Asian market context in explaining cases and practices.
Accordingly, paper investigates the concept of brand activation in relations to different scopes including
branding, consumer behavior whilst digital or viral marketing platforms are also referred. Authors discuss the
influence and association of brand activation with reference to different scenarios and cases directing future
research requirements. Paper concludes research propositions in line with the empirical justifications
encouraging future research priorities.
