TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Nufer, Gerd
T1  - Creating an image transfer through event marketing : principles, requirements and consequences
JF  - European journal of business and social sciences
N2  - Event marketing is primarily implemented to emotionalize the target group. So, the most important objective of marketing events is to improve the image of a brand or a company. In this paper an image transfer model for event marketing is introduced. As a basis, the principles of event marketing are presented. After that, the state of the art in attitude and image research is discussed. 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.
KW  - event marketing
KW  - marketing communication
KW  - branding
KW  - image transfer
KW  - image research
KW  - emotional conditioning
Y1  - 2015
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-5488
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-5488
UR  - http://www.ejbss.com/volume-3-number-12-2015.aspx
VL  - 3
IS  - 12
SP  - 1
EP  - 18
S1  - 18
PB  - EduINDEX
CY  - Zürich
ER  -