TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Nufer, Gerd
T1  - Event marketing and attitude changes
JF  - Journal of international business research and marketing
N2  - The most important objective of event marketing is to improve the image of a brand or a company. The paper presents an image transfer model for event marketing. 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. The image transfer model is developed against the backdrop of selected event types often used in actual practice. The focus of its application lies mainly in brand-oriented leisure and infotainment events directed towards external target groups. The model provides a discussion and analysis of the impact category of the image transfer in event marketing. The paper explains that the possibility of an attitude change is given within the context of event marketing. The presented model serves to structure the image transfer in event marketing. It is intended to illustrate the steps that are involved in the emergence of an image transfer as well as the resulting alternative consequences.
KW  - event marketing
KW  - marketing communication
KW  - branding
KW  - attitude change
KW  - image transfer
KW  - emotional conditioning
Y1  - 2016
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-12362
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-12362
UR  - http://researchleap.com/jibrm-journal/archives-jibrm/journal-international-business-research-marketing-issn-1849-8558-print-vol-1-no-3/
SN  - 1849-8558
SS  - 1849-8558
VL  - 1
IS  - 3
SP  - 44
EP  - 49
S1  - 6
PB  - JIBRM
ER  -