Aaker, D.A. 1982. “A Study of Advertising Generalization.” Journal of Marketing 44 (1): 10–18. Aaker, K. L. 1992. “The Effects of Sequential Introduction of Brand Extensions.” Journal of Marketing ...

Capital One’s approach is a standout example of experiential marketing done right. This event—a replica of Hajjaj’s Moroccan teahouse—offered guests more than just a peek into his world.