“…Regarding the national literature, most of the research focuses on the retail scenario (AZAMBUJA and BICHUETI, 2016;FARIAS, 2010;FLÔR and UMEDA, 2008;PALMEIRA, SEMPREBOM, FERRARI et al, 2009;ROESLER and MOLIANI, 2016), followed by studies on experience marketing related to brands (ARONNE and VASCONCELOS, 2009;CLARO and DIAS, 2014;COELHO and SANTOS, 2013;FRANCO, MOIA, SILVA et al, 2017;NEVES, BIZARRIAS, SILVA et al, 2017). There are also research related to experience marketing and events (LOBUONO, GOSLING and RODAS VERA, 2016;LOBUONO, GOSLING, GONÇALVES et al, 2016), to the tourism segment (MONDO and COSTA, 2010;PINHEIRO and MELLO, 2015;STEFANINI, ALVES and MARQUES, 2018) and, more recently, studies that relate the subject to sponsorship actions, whether towards sports (YAMAMOTO, CORDOVA and MAZZEI, 2018) or to the development of projects and events (CERQUEIRA, LOPES and SILVA, 2019).…”