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Type: Journal article
Title: Branded marketing events: a proposed "experiential needs-based" conceptual framework
Author: Altschwager, T.
Goodman, S.
Conduit, J.
Habel, C.
Citation: Event Management, 2015; 19(3):381-390
Publisher: Cognizant Communication Corporation
Issue Date: 2015
ISSN: 1525-9951
Statement of
Altschwager Teagan, Goodman Steve, Conduit Jodie, Habel Cullen
Abstract: Marketers and event organizers have long viewed sponsorship as a way to fund events and garner public attention for brands. Recent years has seen brands employ event techniques in their own right, with specific intent of more directly influencing the consumer's attitude toward the brand. We propose a conceptual framework for how those events affect consumers across the range of “typical” consumers that attend events. This is done through proposing a typology of experiential involvement that demonstrates the likely impact an event will have on a consumer; events are categorized as educational or entertainment. Combining the typology with event types we propose a hierarchy of effectiveness for researchers and practitioners to consider and further research.
Keywords: Branded event; event marketing; experiential needs
Rights: © 2015, Cognizant Communication Corporation
RMID: 0030036890
DOI: 10.3727/152599515X14386220874887
Appears in Collections:Business School publications

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