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Creating an image transfer through event marketing : principles, requirements and consequences

  • 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.

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Author of HS ReutlingenNufer, Gerd
Erschienen in:European journal of business and social sciences
Publisher:European Society of Business and Social Sciences
Place of publication:Zürich
Document Type:Journal article
Publication year:2015
Tag:branding; emotional conditioning; event marketing; image research; image transfer; marketing communication
Page Number:18
First Page:1
Last Page:18
DDC classes:330 Wirtschaft
Open access?:Ja
Licence (German):License Logo  Open Access