Journal Article10.1057/PALGRAVE.BM.2540274
Communicating Brands Through Engagement with “Lived” Experiences
Susan Whelan,Markus Wohlfeil +1 more
TL;DR: In this paper, the authors demonstrate the nature, scope and benefits of event-marketing in differentiating and enhancing customer-brand relationships in relation to a German university using a participatory case study method.
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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.
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