Communicating Brands Through Engagement with 'Real-Lived' Experiences

Whelan, Susan and Wohlfeil, Markus (2006) Communicating Brands Through Engagement with 'Real-Lived' Experiences. Journal of Brand Management, 13 (4-5). pp. 313-329. ISSN 1350-231X

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Abstract

As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiences as active participants on a behavioural level. By using a participatory case study method, this paper demonstrates the nature, scope and benefits of event-marketing in differentiating and enhancing customer–brand relationships in relation to a German university. The study concludes that event-marketing facilitates customer engagement with the brand through informal dialogues and personal first-hand brand experiences. Implications for managers are discussed and avenues for further research offered.

Item Type: Article
Uncontrolled Keywords: event-marketing,experiential marketing,action research,managing an event,event management,university branding
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Amanda Holland
Date Deposited: 09 Mar 2011 15:59
Last Modified: 21 Jul 2020 23:41
URI: https://ueaeprints.uea.ac.uk/id/eprint/25885
DOI:

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