RT Journal Article
SR Electronic
T1 Does Flow Influence the Brand Image in Event Marketing?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 138
OP 147
DO 10.2501/S0021849908080148
VO 48
IS 1
A1 Jan Drengner
A1 Hansjoerg Gaus
A1 Steffen Jahn
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/1/138.abstract
AB Event marketing is considered a relatively novel marketing tool. In contrast to conventional communication strategies, event marketing features the active participation of target groups in the communication process. This feature in particular has not been subject to sophisticated empirical studies so far. In this article, based on research findings about attitude toward the advertisement, a model for the explanation of the effects of flow experience during marketing events is developed and tested with partial least squares structural equation modeling. The results suggest that the particular advantage of event marketing can be used successfully to influence the brand image.