CREATING AN IMAGE TRANSFER THROUGH EVENT MARKETING: PRINCIPLES, REQUIREMENTS AND CONSEQUENCES
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 3, Issue 12
Abstract
Event marketing is primarily implemented to emotionalize the target group. So, the most important objective of marketing events is to improve the image of a brand or a company. In this paper an image transfer model for event marketing is introduced. As a basis, the principles of event marketing are presented. After that, the state of the art in attitude and image research is discussed. Based on current research, an image transfer model for event marketing is developed and the conditions required for an image transfer to take place from an event to a brand or a company are explained. Depending on which conditions are met, there are different consequences with regard to the image transfer from the event to the brand or company that are structured and characterized in detail.
Authors and Affiliations
Prof. Dr. Gerd Nufer| Reutlingen University, ESB Business School Alteburgstr. 150 72762 Reutlingen, Germany Phone: +49 (0)7121 / 271-6011 Fax: +49 (0)7121 / 271-906011 e-mail: gerd.nufer@reutlingen-university.de
Keywords
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- EP ID EP10555
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