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1. 1. We Would Love to Meet You! : A study about the impact of event marketing on customer-brand relationships

   University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Author : Nikki Wanderoy Göransson; Maria E Kibtia; [2018]
   Keywords : Relationship marketing; event marketing; customers; brands; customer-brand relationships; events; emotional; affective; cognitive; Relationsmarknadsföring; eventmarknadsföring; kunder; varumärke; varumärke-kund relationer; event; affektiv; kognitiv;

   Abstract : Research questions: How can event marketing be studied as a part of relationship marketing?How can event marketing be used to strengthen customer-brand relationships? Purpose: The purpose of this thesis is to study event marketing as a part of relationship marketing, by analysing the elements of trust, commitment, brand involvement, brand emotions, brand attitudes and customer value. Method: This research was conducted using a quantitative research method, where the primary data was collected via an online-survey distributed to visitors at Chokladgästabudet at Waxholms Hotel and GastroNord, two food-related events. READ MORE