TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Nufer, Gerd
T1  - Enduring brand experience worlds as a trend in event marketing
JF  - International journal of innovative business strategies : IJIBS
N2  - In contrast to classical advertising, event marketing is a dynamic communication instrument that is constantly bringing trends and innovations. The diverse application possibilities and potentials of event marketing make it possible to reach relevant target groups according to the current zeitgeist, to generate brand-relevant realities and worlds of experience, to generate emotions and sympathy values and in this way to create a bond between brand or company and recipients. Enduring brand experience worlds can be seen as a consistent further development of event marketing. Unlike typical branding events, which are limited in time, enduring brand experience worlds create theme worlds that can be experienced, usually for an unlimited period of time. The research paper reflects the development and current state of brand experience worlds. On this basis a systematisation of enduring brand experience worlds is presented and discussed.
Similarities and differences of the various types of enduring brand experience worlds are elaborated and critically appraised.
Y1  - 2022
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-37469
SN  - 2046-3626
SS  - 2046-3626
U6  - https://doi.org/10.20533/ijibs.2046.3626.2022.0064
DO  - https://doi.org/10.20533/ijibs.2046.3626.2022.0064
VL  - 8
IS  - 1
SP  - 505
EP  - 509
S1  - 5
PB  - Infonomics Society
CY  - London
ER  -