October 2018
Building brands through experiential events: When entertainment meets education
Experiential marketing is increasingly getting companies’ attention as a strategy to interact with consumers and engage them to better convey their brand image and positioning. However, its effects are still unclear both at the aggregate and individual levels. This paper addresses this topic and presents a field experiment investigating the effects of experiential marketing on brand image in retailing. Two similar...
October 2018
The impact of open innovation practice on innovative performance through intellectual capital: Empirical study on SMEs
Open innovation (OI) practices and intellectual capital (IC), though from developed countries and large firms’ perspective, are related to higher innovative performance. But the influence of OI paradigm on IC and consequently on firms’ innovative performance in the context of developing countries is not yet sufficiently explored. This study examined the link between OI practice and IC and their influence on...
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