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Evaluating Event Marketing: Experience or Outcome?

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References

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2006The Ultimate Question: Driving Good Profits and True Growth

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231 cited

2006Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand200 cited

Cited by

2018Brand worlds: Introducing experiential marketing to B2B branding79 cited
2011Value-creation space: The role of events in a service-dominant marketing paradigm68 cited
2016Conceptualization of Brand Experience in an Event Marketing Context58 cited
2013Increasing sponsorship effectiveness through brand experience48 cited
2020Spillover effect in promotion: Evidence from video game publishers and eSports tournaments44 cited
2017The relationships among brand experience, brandresonance and brand loyalty in experiential marketing:Evidence from smart phone in Taiwan43 cited
2017Critical success factors of temporary retail activations: A multi-actor perspective43 cited
2017Event-Marketing And Advertising Expenditures29 cited
2012Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study27 cited
2017Branded marketing events: engaging Australian and French wine consumers26 cited
2022Defining Event Marketing as Engagement-Driven Marketing Communication25 cited
2015Sports sponsorship effects on customer equity: an Asian market application24 cited
2023Revisiting experiential marketing: a Delphi study22 cited
2017Experiential sponsorship activation at a sports mega-event: the case of Cisco at London 201214 cited
2018At work and play13 cited
2022Social Dimension of Shopping Centers Operation: Managerial Perspectives11 cited