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 …

Generally, researchers consider that customer satisfaction is the core driver of loyalty.
However, in the case of collective hedonic services, feelings of connectedness among service …

Attending sport, music and cultural events is a favorite leisure activity, thus creating multi-billion
dollar markets. Existing research on what drives repatronage of such events has focused …

… events that are organized by the respective company or a service provider (Drengner,
Gaus, & tive is to realize profit by staging events as a service provider (what we term profit-oriented …

Purpose Flow is an important yet under-utilized concept to examine extraordinary
experiences in service encounters. An extensive review of extant literature revealed several …

… Steffen Jahn und Jan Drengner … Jan Drengner ist Professor für Dienstleistungsmanagement
und -marketing am Fachbereich Touristik/Verkehrswesen der Fachhochschule Worms. …

Mass events (eg, music festivals, sport events) are attractive to both customers and enterprises.
For example, Europe's market leader in the ticketing field, Eventim, sells more than 70 …

Jan Drengner entwickelt ein Modell, das von der aktiven Einbindung der Eventteilnehmer in
das Marketing-Event ausgeht und den Einfluss erlebnisorientierter Veranstaltungen auf das …

Event sponsorship is one important marketing tool for companies to favorably influence
brand awareness, attitudes or purchase intention. Since numerous sponsors use different …

Obwohl es bisher sowohl in der Marketingpraxis als auch -wissenschaft an einem einheitlichen
Verständnis für den Begriff „Event“ mangelt, besteht weitestgehend Einigkeit darüber, …