Articlegreen2008

Does Flow Influence the Brand Image in Event Marketing?

Jan Drengner · Hansjörg Gaus · Steffen Jähn

161 citations0/0 files storedJournal of Advertising Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

ABSTRACT 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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 161 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1979A Paradigm for Developing Better Measures of Marketing Constructs 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998The partial least squares approach for structural equation modeling.1932A technique for measurement of attitudes 2002To Parcel or Not to Parcel: Exploring the Question, Weighing the Merits 2003A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research 1975Beyond boredom and anxiety

Cited by

2014Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization 2017Perceived value and flow experience: Application in a nature-based tourism context 2010The relationship between white-water rafting experience formation and customer reaction: a flow theory perspective 2017Examining the effect of flow experience on online purchase: A novel approach to the flow theory based on hedonic and utilitarian value 2020Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.