Hur du får dina kunder att älska dig mer
En kvantitativ studie som visar hur event som marknadsföringsmetod och med ett varumärke som avsändare kan öka eventbesökarens upplevda varumärkeskärlek
Event marketing has during the last decade become a wide spread marketing method. This is because the marketing clutter has increased heavily during the past years and brands are looking for new ways to reach their target audience. The previously well accepted marketing measurement "satisfaction" has shown tendencies no longer to be sufficient for success in today's competitive marketplace. Therefore, the research has somewhat moved to the measurement "brand love" to explain differences in strategic consumer behavior. That is the background to why this report examines and answers the question if a brand through event marketing can enhance brand love. This report shows that indirectly, it can. This is because, by enhancing sense of community and brand identification through an event, the visitors give a significantly higher rating regarding their love for the brand holding the event, than when they only rate the brand without stimuli. The report also covers how events with different focuses can affect the sense of community and brand identification differently. For instance, a focus on giveaways shows a tendency to lower the event visitors brand identification while a focus on the main happening of the event significantly increases the feeling of sense of community. Thus, this report shows that brand love can be increased through event marketing, and it also explains two important factors that will help to increase brand love: sense of community and brand identification.