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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Communicating Brands Through Engagement with 'Lived' Experiences
Authors: Whelan, Susan
Wohlfeil, Markus
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Keywords: event-marketing
experiential marketing
marketing higher education
music festival
event management
consumer-brand relationships
Issue Date: Apr-2006
Publisher: Palgrave Macmillan
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.
Type: Journal Article
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Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Waterford Institute of Technology
Marketing and Retail Division

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