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Does flow influence the brand image in event marketing?

Journal of advertising research. Bd. 48. H. 1. Oxfordshire [u.a.]: WARC 2008 S. 138 - 147

Erscheinungsjahr: 2008

ISBN/ISSN: 1740-1909

Publikationstyp: Zeitschriftenaufsatz

Sprache: Englisch

Doi/URN: 10.2501/S0021849908080148

Volltext über DOI/URN

GeprüftBibliothek

Inhaltszusammenfassung


Event marketing is considered a relatively novel marketing tool. In contrast to conventional communication strategies, event marketing features the active participation of target groups in the communication process. This feature in particular has not been subject to sophisticated empirical studies so far. In this article, based on research findings about attitude toward the advertisement, a model for the explanation of the effects of flow experience during marketing events is developed and te...Event marketing is considered a relatively novel marketing tool. In contrast to conventional communication strategies, event marketing features the active participation of target groups in the communication process. This feature in particular has not been subject to sophisticated empirical studies so far. In this article, based on research findings about attitude toward the advertisement, a model for the explanation of the effects of flow experience during marketing events is developed and tested with partial least squares structural equation modeling. The results suggest that the particular advantage of event marketing can be used successfully to influence the brand image.» weiterlesen» einklappen

  • marketing
  • marketing tool, communication strategy, empirical study
  • brand image
  • advertisement
  • flow experience

Autoren


Gaus, Hansjörg (Autor)
Jahn, Steffen (Autor)

Klassifikation


DFG Fachgebiet:
Wirtschaftswissenschaften

DDC Sachgruppe:
Wirtschaft

Verknüpfte Personen


Beteiligte Einrichtungen