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| Tekijä: | Drengner, J. Gaus, H. Jahn, S. |
| Otsikko: | Does flow influence the brand image in event marketing? |
| Lehti: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 138-147 |
| Asiasana: | event marketing advertising marketing brands sales promotion image |
| Kieli: | eng |
| Tiivistelmä: | Involving the target group and creating a flow experience are some advantages of a quite fresh way of marketing; event marketing (hereafter as EM). The authors test hypotheses related to EM and its effects on the brand image. EM offers opportunities for interaction between company and event participants during experiential activities. The results show that flow experience, which is not a matter of course in events, can improve the brand image. |
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