Does Flow Influence the Brand Image in Event Marketing?

Drengner, Jan; Gaus, Hansjörg; Jähn, Steffen

doi:10.2501/s0021849908080148

Cited by 125 publications

(78 citation statements)

References 40 publications

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“…Flow, in this study, follows the definition of Csikszentmihalyi (1990) and can be described as 'a highly enjoyable mental state that is characterised by a high level of absorption in an activity or experience'. Drenger et al (2008) have demonstrated that active flow experiences during a brand encounter positively affected participants' emotional experiences. Such positive effects may be understood when realising that, during experiences of flow, consumers' rational information processing pathways are bypassed and brand elements enter the mind of the consumer in a much more intuitive and direct fashion.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Increasing sponsorship effectiveness through brand experience

Fransen

Rompay

Muntinga

2013

International Journal of Sports Marketing and Sponsorship

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This research investigates whether creating a brand experience during a sponsored event can add to the success of that sponsorship. It is posited that a direct brand experience might harvest its own intrinsic benefits by intensifying consumers' direct contact with the sponsoring brand. To examine this proposition we conducted a quasi-experimental field study. During a sponsored marathon event in April 2010 data were collected. One of the main sponsors of the event, a well known financial services company, created a brand experience in which all runners could participate. In this brand experience -the 'running support truck' -runners could engage in activities related to running, including chat sessions with fellow athletes, free massage, information about running and diets, and a free running shirt. The sponsor's brand name was present in all activities. Two weeks after the event, runners were invited, by email, to complete an online survey questioning them about the marathon and the sponsoring brand (i.e. top of mind awareness, brand recall and brand attitude). We compared the data of participants who ran the marathon and also engaged in the brand experience with those who solely ran the marathon. The results

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Section: Theoretical Backgroundmentioning

confidence: 99%

“…Interactivity is suggested to enhance perceptions of control, engagement, curiosity, concentration and absentmindedness (all are dimensions of flow; see also Drenger et al 2008). Similarly, it could be expected that real-life contact with a brand, through a staged brand experience, will result in comparable positive effects.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Increasing sponsorship effectiveness through brand experience

Fransen

Rompay

Muntinga

2013

International Journal of Sports Marketing and Sponsorship

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“…Secondly, marketing communication and advertising in particular, communicated both offline (primarily through the trade press) and online, helps to spread awareness of the brand and of its distinctive characteristics and image (Aaker 2003). Organising and participating in specific events is another way that the company can maintain relations with the public (Drengner et al 2008). But the element that many people assimilate to a communications tool, and which represents the meeting point between product demand and corporate supply is the point of sale (Kent 2003).…”

Section: Brand Enhancement Policies In Fashion Luxury and Designmentioning

confidence: 99%

Fashion, Luxury and Design: Store Brand Management and Global Cities' Identity

Arrigo

2011

Symphonya. Emerging Issues in Management

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“…According to this orientation, the numerous stakeholders involved in an event feel the need to recognize the effects produced not only from an economic point of view, but also from a social (Arnold, Landry, & Wood, 2010;Hamatschek, 2013), cultural, environmental and image related perspective (Drengner, Gaus, & Jahn, 2008;Drengner, Jahn, & Zanger, 2011) projected externally.…”

Section: Literature Reviewmentioning

confidence: 99%

The Marketing Event: The Case of “Gli Archi Village”

Russo¹,

Formisano²

2014

IBR

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Purpose-The objective of this scientific research is to investigate into the topic of territorial and tourism marketing events, in consideration of their ability to generate increases in flows of tourism, image improvement, as well as the increase in fame of the destinations. In this specific case, the study, just like the analysis of academic literature on the topic of event marketing, of the "Triple Bottom Line" (TBL) model and of the results that have emerged from the "Gli Archi Village" study case, concentrates on the role played by the events compared with the territorial context in question and the relative impacts of an economic, social and environmental nature. The question of the research is therefore the following: does the case of "Gli Archi Village" confirm the TBL model?

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Does Flow Influence the Brand Image in Event Marketing?

Cited by 125 publications

References 40 publications

Increasing sponsorship effectiveness through brand experience

Increasing sponsorship effectiveness through brand experience

Fashion, Luxury and Design: Store Brand Management and Global Cities' Identity

The Marketing Event: The Case of “Gli Archi Village”

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