Branded marketing events: a proposed "experiential needs-based" conceptual framework

Altschwager, Teagan, Goodman, Steve, Conduit, Jodie and Habel, Cullen 2015, Branded marketing events: a proposed "experiential needs-based" conceptual framework, Event management, vol. 19, no. 3, pp. 381-390, doi: 10.3727/152599515X14386220874887.

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Title Branded marketing events: a proposed "experiential needs-based" conceptual framework
Author(s) Altschwager, TeaganORCID iD for Altschwager, Teagan
Goodman, Steve
Conduit, Jodie
Habel, Cullen
Journal name Event management
Volume number 19
Issue number 3
Start page 381
End page 390
Total pages 10
Publisher Cognizant Communication Corporation
Place of publication Putnam Valley, N.Y.
Publication date 2015
ISSN 1525-9951
Keyword(s) branded event
event marketing
experiential needs
Summary Marketers and event organizers have long viewed sponsorship as a way to fund events and garner public attention for brands. Recent years has seen brands employ event techniques in their own right, with specific intent of more directly influencing the consumer's attitude toward the brand. We propose a conceptual framework for how those events affect consumers across the range of "typical" consumers that attend events. This is done through proposing a typology of experiential involvement that demonstrates the likely impact an event will have on a consumer; events are categorized as educational or entertainment. Combining the typology with event types we propose a hierarchy of effectiveness for researchers and practitioners to consider and further research.
Language eng
DOI 10.3727/152599515X14386220874887
Field of Research 1506 Tourism
Socio Economic Objective 970115 Expanding Knowledge in Commerce
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Cognizant Communication Corporation
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Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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