Does Flow Influence the Brand Image in Event Marketing?

Jan Drengner, Hansjoerg Gaus, and Steffen Jahn

Event marketing is considered a relatively novel marketing tool. In contrast to conventional communication strategies, event marketing features the active participation of target groups in the communication process.

Does Flow Influence the Brand Image in Event Marketing?

Jan DrengnerChemnitz University of TechnologyHansjoerg GausChemnitz University of TechnologySteffen JahnChemnitz University of Technology

INTRODUCTION

During the last few years, the term event marketing has been used extensively to describe different phenomena, like events as products, sales promotions, or sponsorships (Wohlfeil and Whelan, 2005). In contrast, in this article, the term event marketing is understood exclusively in the sense of a communication tool whose purpose is to disseminate a company's marketing messages by involving the target groups in experiential activities. This means that their members...

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