Communicating Brands Through Engagement with “Lived” Experiences

Date
2006-04-01
Authors
Whelan, Susan
Wohlfeil, Markus
Journal Title
Journal ISSN
ISSN
1479-1803
Volume Title
Publisher
Palgrave Macmillan UK
Peer reviewed
Yes
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 relationship 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.
Description
The Publisher's final version can be found by following the DOI link.
Keywords
Event-Marketing, Experiential Marketing, Managing the Marketing-Event, Experiential Marketing, Consumer-Brand Experiences, Higher Education Marketing, Marketing Communications
Citation
Whelan, S. and Wohlfeil, M. (2006) Communicating Brands Through Engagement with “Lived” Experiences. Journal of Brand Management, 13 (4-5), pp.313-329.
Research Institute