Communicating Brands Through Engagement with 'Lived' Experiences

Citation

Whelan S & Wohlfeil M (2006) Communicating Brands Through Engagement with 'Lived' Experiences. Journal of Brand Management, 13 (4), pp. 313-329. https://doi.org/10.1057/palgrave.bm.2540274

Abstract
As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiences as active participants on a behavioural level. By using a participatory case study method, this paper demonstrates the nature, scope and benefits of event-marketing in differentiating and enhancing customer–brand relationships in relation to a German university. The study concludes that event-marketing facilitates customer engagement with the brand through informal dialogues and personal first-hand brand experiences. Implications for managers are discussed and avenues for further research offered.

Keywords
event-marketing; experiential marketing; marketing higher education; music festival; event management; consumer-brand relationships

Journal
Journal of Brand Management: Volume 13, Issue 4