Does Flow Influence the Brand Image in Event Marketing?

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.

Keywords: flow, event, event marketing, brand image, PLS, SmartPLS

JEL Classification: M31, M37