Event Marketing and Attitude Changes

Abstract

The most important objective of event marketing is to improve the image of a brand or a company. The paper presents an image transfer model for event marketing. Based on current research, an image transfer model for event marketing is developed and the conditions required for an image transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail. The image transfer model is developed against the backdrop of selected event types often used in actual practice. The focus of its application lies mainly in brand-oriented leisure and infotainment events directed towards external target groups. The model provides a discussion and analysis of the impact category of the image transfer in event marketing. The paper explains that the possibility of an attitude change is given within the context of event marketing. The presented model serves to structure the image transfer in event marketing. It is intended to illustrate the steps that are involved in the emergence of an image transfer as well as the resulting alternative consequences.

Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand

“…The various components comprised in experiential events affect the degree to which they become an effective tool through the creation of consumer experiences that involve sensory, emotional, cognitive, behavioral and relational values, which substitute functional values [18]. Nonetheless, experiential marketing events create a space for the target audience to engage with the organization, its brands and its community [32]. By allowing for direct and highly interactive consumer-brand encounters, event marketing can produce outstanding brand experiences [33].…”

“…There are several types of events that companies can utilize, but experience events are currently the most popular way to achieve memorable relations with the target audience(s) [36]. In contrast with event sponsorship, where a company mainly pledges its support, event marketing entails that the company is responsible for the planning, organization, execution and control of the events [32].…”

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“…However, the increased use of event marketing, especially with regard to frequently used types of events, can also lead to a decrease in the effectiveness of this communication instrument, since saturation effects (wear-out effects) can occur with the target groups. This leads to the fact that the content of the event has to be more and more demanding and elaborate in order to arouse the need for participation and to achieve the intended marketing goals [14].…”

Marketing Strategies of American and Canadian Event Planners in a Pandemic

“…Marketing events are characterized by the fact that they generate something special or even unique with an event, enabling participants to experience the brand or the company (Nufer, 2016). As the number, diversity and popularity of events have grown over the past decade, the need for effective marketing strategies have emerged as a significant consideration.…”