African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4194

Full Length Research Paper

Building brands through experiential events: When entertainment meets education

Michela Addis
  • Michela Addis
  • University of Rome Three, Via Silvio D’Amico 77, Rome, Italy.
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Giulia Miniero
  • Giulia Miniero
  • Franklin University Switzerland, Via Ponte Tresa 29, 6904, Lugano, Switzerland.
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Francesco Ricotta
  • Francesco Ricotta
  • University of Rome “La Sapienza”, Management Department, Via del Castro Laurenziano 9, Rome, Italy.
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  •  Received: 10 August 2018
  •  Accepted: 24 September 2018
  •  Published: 28 October 2018

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