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Brand Activation: A Review on Conceptual and Practice Perspectives

Author

Listed:
  • Ravindra Dissanayake
  • Nisal Gunawardane

Abstract

Brand activations is claimed as a notion found within experiential and behavioral contexts of branding. There are 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.

Suggested Citation

  • Ravindra Dissanayake & Nisal Gunawardane, 2018. "Brand Activation: A Review on Conceptual and Practice Perspectives," Asian Social Science, Canadian Center of Science and Education, vol. 14(8), pages 1-37, August.
    • Handle: RePEc:ibn:assjnl:v:14:y:2018:i:8:p:37
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    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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