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We Would Love to Meet You!: A study about the impact of event marketing on customer-brand relationships
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Research questions: How can event marketing be studied as a part of relationship marketing?How can event marketing be used to strengthen customer-brand relationships?

Purpose: The purpose of this thesis is to study event marketing as a part of relationship marketing, by analysing the elements of trust, commitment, brand involvement, brand emotions, brand attitudes and customer value.

Method: This research was conducted using a quantitative research method, where the primary data was collected via an online-survey distributed to visitors at Chokladgästabudet at Waxholms Hotel and GastroNord, two food-related events. In total, the study received 102 respondents.

Conclusion: The study found support for previous studies regarding events having an effect on the customer-brand relationships. However, this study also found that events have a particular effect on the emotional aspects of the theories used in the study, which are believed to lead to stronger relationships. 

Place, publisher, year, edition, pages
2018. , p. 65
Keywords [en]
Relationship marketing, event marketing, customers, brands, customer-brand relationships, events, emotional, affective, cognitive
Keywords [sv]
Relationsmarknadsföring, eventmarknadsföring, kunder, varumärke, varumärke-kund relationer, event, affektiv, kognitiv
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-39470OAI: oai:DiVA.org:mdh-39470DiVA, id: diva2:1212799
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2018-06-13 Created: 2018-06-03 Last updated: 2018-06-13Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf