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Branded marketing events: engaging Australian and French wine consumers

Teagan Altschwager (Department of Marketing, Deakin University, Melbourne, Australia)
Jodie Conduit (Adelaide Business School, University of Adelaide, Adelaide, Australia)
Tatiana Bouzdine-Chameeva (Department of Operations Management and Information Systems, Kedge Business School, Bordeaux, France)
Steve Goodman (Adelaide Business School, University of Adelaide, Adelaide, Australia)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 13 March 2017




The purpose of this paper is to introduce the term branded marketing events (BMEs), and examine the role of its experiential components as a strategic tool for the facilitation of customer brand engagement. This study examines five experiential components of BMEs at events held in Australia and France to determine their respective impact on customer brand engagement.


Surveys were distributed to attendees of ten events by six wine brands in South Australia, and six events in five sub-regions of Bordeaux.


Findings suggest that BMEs influence customers’ brand engagement and brand purchase intention in both Australia and France. However, the experiential components within the events had differing effects. Australian customers were influenced by cognitive, sensorial, and relational experiences and their increased customer brand engagement strongly influenced brand purchase intention. French customers, however, required pragmatic event experiences to build brand engagement.


Recognizing their mutual experiential and interactive foundations, this study integrates the research domains of marketing events, customer experiences and customer brand engagement, and contributes to the strategic understanding of how branded event experiences facilitate customer brand engagement.



Altschwager, T., Conduit, J., Bouzdine-Chameeva, T. and Goodman, S. (2017), "Branded marketing events: engaging Australian and French wine consumers", Journal of Service Theory and Practice, Vol. 27 No. 2, pp. 336-357.



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Copyright © 2017, Emerald Publishing Limited

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