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Event‐brand transfer in an entertainment service: experiential marketing

Natalia Vila‐López (Departamento de Comercialización e Investigación de Mercados (Marketing), University of Valencia, Valencia, Spain)
MaCarmen Rodríguez‐Molina (Departamento de Comercialización e Investigación de Mercados (Marketing), University of Valencia, Valencia, Spain)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 17 May 2013

11144

Abstract

Purpose

One of the channels a brand can use to create experiences is events. The brand promoting the event and its sponsors can obtain various benefits in the form of brand image, personality and notoriety. The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand.

Design/methodology/approach

The study analysed the musical event MTV Winter Festival 2010, considering the opinion of 127 attendees to discover the impact of experiencing the MTV entertainment television channel event in three areas: improved brand experience, improved brand personality and increased brand reputation. EQS was used to test the proposed model.

Findings

Regarding event experience antecedents, “immersion” has been identified as the most important one and brand experience as an important effect. Also, brand experience has been found to have a positive impact on exciting brand personality and exciting brand personality in turn on brand reputation.

Originality/value

Although two of the hypotheses on the antecedents of emotional event experience (“surprise” and “participation”) were not confirmed, it can be said that progress has been made on the benefits of marketing experiences since this is the first empirical investigation to deal with the connection of event‐brand experiences in the area of the arts.

Keywords

Citation

Vila‐López, N. and Rodríguez‐Molina, M. (2013), "Event‐brand transfer in an entertainment service: experiential marketing", Industrial Management & Data Systems, Vol. 113 No. 5, pp. 712-731. https://doi.org/10.1108/02635571311324160

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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