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Brand Activation: A Review on Conceptual and Practice Perspectives

Show simple item record Dissanayake, R. Gunawardane, N. 2018-08-02T13:07:53Z 2018-08-02T13:07:53Z 2018
dc.identifier.citation Dissanayake,R. and Gunawardane,N. (2018). Brand Activation: A Review on Conceptual and Practice Perspectives. Published by Canadian Center of Science and Education, Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. Asian Social Science; Vol. 14, No. 8; 2018 , ISSN 1911-2017 E-ISSN 1911-2025. URL: en_US
dc.identifier.issn 1911-2017
dc.identifier.issn 1911-2025
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher Published by Canadian Center of Science and Education en_US
dc.subject Asian market en_US
dc.subject brand activation en_US
dc.subject consumer behavior en_US
dc.subject experiential marketing en_US
dc.subject event marketing en_US
dc.title Brand Activation: A Review on Conceptual and Practice Perspectives en_US
dc.type Article en_US

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