STORRE
STORRE: Stirling Online Research Repository
http://hdl.handle.net/1893/22072| Appears in Collections: | Marketing and Retail Journal Articles |
| Peer Review Status: | Refereed |
| Title: | Communicating Brands Through Engagement with 'Lived' Experiences |
| Author(s): | Whelan, Susan Wohlfeil, Markus |
| Contact Email: | markus.wohlfeil@stir.ac.uk |
| Keywords: | event-marketing experiential marketing marketing higher education music festival event management consumer-brand relationships |
| Issue Date: | Apr-2006 |
| Date Deposited: | 4-Aug-2015 |
| 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. |
| DOI Link: | 10.1057/palgrave.bm.2540274 |
| 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. |
| Licence URL(s): | http://www.rioxx.net/licenses/under-embargo-all-rights-reserved |
| File | Description | Size | Format | |
|---|---|---|---|---|
| Communicating Brands Through Engagement with Lived Experiences.pdf | Fulltext - Published Version | 229.24 kB | Adobe PDF | Under Permanent Embargo Request a copy |
Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.
This item is protected by original copyright |
Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.
The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved https://creativecommons.org/publicdomain/zero/1.0/
If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.