Experiencia y eventos. La creación de “experiencia de marca” a partir de la organización de eventos. El caso español (2010)

  1. María Galmés Cerezo 1
  2. Juan Salvador Victoria Mas 1
  1. 1 Universidad de Málaga
    info

    Universidad de Málaga

    Málaga, España

    ROR https://ror.org/036b2ww28

Journal:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Year of publication: 2012

Issue: 5

Pages: 64-78

Type: Article

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More publications in: aDResearch: Revista Internacional de Investigación en Comunicación

Abstract

Along the last decade, events management has undergone a significant development within companies marketing and communication strategy. This trend is obviously connected with the fact that events have shown to be an effective tool, mainly concerning the way marketing (and consumers) are actually demanding: trough experiences reaching emotions, relationship, feelings, reflections and interactivity with brands, companies or their products. Events management is a tool capable to add real value to brands, from a close experience and relationship with them. And precisely that is its main value and contribution to the company communication strategy. This article analyze events management experts contributions and academic and professional proposals concerning brand experience and experiential marketing. Following their relation, we propose a theoretical model to design brand experience linked to communication and marketing events. (ECM) To support the model, an empirical research has been made, based on interviews to communication and events management experts from top Spanish companies. This research adds key information about events usefulness and practical application. To realize how marketing and communications events can offer huge brand experience possibilities, is the right path to achieve the future development of this great tool within the corporate communication strategies.

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