|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Communicating Brands Through Engagement with 'Lived' Experiences|
marketing higher education
|Citation:||Whelan S & Wohlfeil M (2006) Communicating Brands Through Engagement with 'Lived' Experiences, Journal of Brand Management, 13 (4), pp. 313-329.|
|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.|
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