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Title: Film or Film brands? UK consumers' engagement with films as brands
Authors: Kholi, G
Yen, D
Alwi, S
Gupta, S
Keywords: Film Branding;Film Marketing;Experiential Goods;Consumer-Centric;Branding;Brand Engagement;Consumer Brand Identification
Issue Date: 2020
Publisher: Wiley
Citation: British Journal of Management, pp. 1 - 73 (73)
ISSN: 1045-3172
Appears in Collections:Brunel Business School Embargoed Research Papers

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