Branded marketing events: engaging Australian and French wine consumers

Altschwager, Teagan, Conduit, Jodie, Bouzdine-Chameeva, Tatiana and Goodman, Steve 2017, Branded marketing events: engaging Australian and French wine consumers, Journal of service theory and practice, vol. 27, no. 2, Special issue : Advanced in service research in Australasia and Asia Pacific, pp. 1-27, doi: 10.1108/JSTP-04-2015-0108.

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Title Branded marketing events: engaging Australian and French wine consumers
Author(s) Altschwager, TeaganORCID iD for Altschwager, Teagan
Conduit, Jodie
Bouzdine-Chameeva, Tatiana
Goodman, Steve
Journal name Journal of service theory and practice
Volume number 27
Issue number 2
Season Special issue : Advanced in service research in Australasia and Asia Pacific
Start page 1
End page 27
Total pages 27
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2017
ISSN 2055-6225
Keyword(s) Branded Marketing Events
Customer Brand Engagement
Customer Experience
Experiential Marketing
Wine Events
Summary Purpose – This paper introduces the term Branded Marketing Events (BMEs), and examines the role of its experiential components as a strategic tool for the facilitation of customer brand engagement. This study examines five experiential components of BMEs at events held in Australia and France to determine their respective impact on customer brand engagement.

Design/methodology/approach – Surveys were distributed to attendees of ten events by six wine brands in South Australia, and six events in five sub-regions of Bordeaux.

Findings - Findings suggest that BMEs influence customers’ brand engagement and brand purchase intention in both Australia and France. However, the experiential components within the events had differing effects. Australian customers were influenced by cognitive, sensorial, and relational experiences and their increased customer brand engagement strongly influenced brand purchase intention. French customers, however, required pragmatic event experiences to build brand engagement.Originality/value - Recognizing their mutual experiential and interactive foundations, this study integrates the research domains of marketing events, customer experiences and customer brand engagement, and contributes to the strategic understanding of how branded event experiences facilitate customer brand engagement.
Language eng
DOI 10.1108/JSTP-04-2015-0108
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2017, Emerald Group Publishing
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Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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