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Branded Marketing Events: A Proposed “Experiential Needs-Based” Conceptual Framework

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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.
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Keywords: BRANDED EVENT; EVENT MARKETING; EXPERIENTIAL NEEDS

Document Type: Research Article

Publication date: October 1, 2015

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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