Communicating brands through engagement with ‘lived’ experiences

Susan Whelan, Markus Wohlfeil

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As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiences as active participants on a behavioural level. By using a participatory case study method, this paper demonstrates the nature, scope and benefits of event-marketing in differentiating and enhancing customer–brand relationships in relation to a German university. The study concludes that event-marketing facilitates customer engagement with the brand through informal dialogues and personal first-hand brand experiences. Implications for managers are discussed and avenues for further research offered.
Original languageEnglish
Pages (from-to)313-329
Number of pages17
JournalJournal of Brand Management
Issue number4-5
Publication statusPublished - 2006


  • event-marketing
  • experiential marketing
  • Action research
  • Managing an event
  • event management
  • university branding

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