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All Outputs (3)

Developing brand relationship theory for festivals: a study of the Edinburgh Festival Fringe. (2015)
Book Chapter
Todd, L. A. (2015). Developing brand relationship theory for festivals: a study of the Edinburgh Festival Fringe. In I. S. Yeoman, M. Robertson, U. McMahon-Beattie, E. Backer, & K. Smith (Eds.), The Future of Events and Festivals (157-176). Routledge

INTRODUCTION Relationship principles prevail in consumer marketing practice where brands are imbued with human traits to strengthen their consumer appeal. The brand-as-a-person metaphor has gained momentum in consumer research (Aaker, J. 1997; Aak... Read More about Developing brand relationship theory for festivals: a study of the Edinburgh Festival Fringe..

The Future of Events and Festivals (2014)
Book
I. Yeoman, M. Robertson, U. McMahon-Beattie, E. Backer, & K. A. Smith (Eds.), (2014). The Future of Events and Festivals

The growth of events and festivals has been significant over the last decade and a wide range of skills are essential to ensure those events are successful. This requirement has been instrumental in stimulating the creation of more tertiary education... Read More about The Future of Events and Festivals.

Risk & decision making in events management. (2003)
Book Chapter
Laybourn, P. (2003). Risk & decision making in events management. In I. S. Yeoman, M. Robertson, J. Ali-Knight, & S. Drummond (Eds.), Festival and Events Management: An International Perspective (286-310). Butterworth-Heinemann