Essays about: "Experiential Event Marketing"

Found 5 essays containing the words Experiential Event Marketing.

  1. 1. The WOW-effect. A qualitative content analysis of communication strategies used by the Swedish music festival Way out West

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Elin Fredlund; Savannah Gillblad; [2023]
    Keywords : strategic communication; event marketing; sustainability communication; CSR; brand community; symbolic branding strategies; Social Sciences;

    Abstract : I dagens samhälle finns en allt större press på varumärken att stå ut ur mediebruset samt att kommunicera kring hållbarhet och CSR. Detta gör brandingstrategier högst nödvändiga, trots detta är det ännu ett relativt outforskat område inom marknadsföring av evenemang. READ MORE

  3. 2. The power of experiences

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Annemette Tolstrup Laursen; [2017]
    Keywords : experiential marketing; value co-creation; value proposition; relationship marketing; marketing action research; Social Sciences;

    Abstract : Experiential marketing is a popular strategic communication endeavour, the goal of which is to create experiences that engage consumers and adds value to the brand. The consumers make sense of these experiences and thus their brand-relationship is affected. READ MORE

  4. 3. The Taco Theory : - A repeated measurement study of the effects of experiential event marketing on brand relationship quality in the FMCG industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Tiffany Dosé; Alexander Åström; [2017]
    Keywords : Experiential Event Marketing; Brand Relationship Quality; FMCG; Offline Marketing; Brand Experiences;

    Abstract : Consumer marketing scholars keenly emphasize a proposed paradigm shift toward interactive relationships and lived brand experiences. Yet, little has been done to investigate the link between the two. Until now. READ MORE

  5. 4. Airlines experiential marketing: gaining and retaining customers : Case studies of British Airways, SAS, Air France, Easy jet and KLM

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Mathilde COUASME; Julie GURGEY; [2016]
    Keywords : Airlines; experiential marketing; experience; loyalty; sense; emotions; feeling;

    Abstract : Title: Airlines experiential marketing: gaining and retaining customers Research Question: How do airlines use the experiential marketing to gain and retain consumers? Supervisor: Venilton Reinert Course: Strategic Marketing with Independent Project Keywords: Airlines, experiential marketing, experience, loyalty, sense, emotions, feelings Purpose: The aim of this research is to understand how airlines’ users can be acquired and kept thanks to experiential marketing. This study allows analysing the news consumers’ expectations and how companies adapt their strategies to meet customers’ needs thanks to experiential marketing. READ MORE

  6. 5. When Failures Can Be Good: A quantitative study of how planned failures influence consumers' behaviour

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Matilda Stoltz; Maria Selting Rahne; [2013]
    Keywords : experiential marketing; event marketing; planned failure; consumer behaviour;

    Abstract : In a world of information overload it is becoming increasingly important for marketers to resort to creative and engaging marketing tools to get their communication message to stand out. It has therefore become more and more popular to use experiential event marketing due to its high consumer involvement and interaction. READ MORE