The usefulness of experiential marketing is generally recognized as referring to the brand positioning strategies. Towards this end, firms should apply many tools to perform successfully, by increasing consumers’ involvement and eliciting their emotions. This paper focuses on events and their performance in building brand image and positioning. The results of a quasi-experiment show events’ efficacy in terms of brand repositioning by underlying their capability to arouse consumers’ emotions and to induce them to change their brand perceptions.
Addis, M., Miniero, G., Scopelliti, I., Soscia, I. (2007). How Much Do Experiential Events Contribute in Building Brand Image?. In EACR 2007: Proceedings of the eighth European Conference of the Association for Consumer Research. ACR - Association for Consumer Research.
How Much Do Experiential Events Contribute in Building Brand Image?
ADDIS, MICHELA;
2007-01-01
Abstract
The usefulness of experiential marketing is generally recognized as referring to the brand positioning strategies. Towards this end, firms should apply many tools to perform successfully, by increasing consumers’ involvement and eliciting their emotions. This paper focuses on events and their performance in building brand image and positioning. The results of a quasi-experiment show events’ efficacy in terms of brand repositioning by underlying their capability to arouse consumers’ emotions and to induce them to change their brand perceptions.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
