<p>The purpose of this study is to create an understanding for marketing directors’ view</p><p>about how event marketing effect the company’s brand equity in four separate</p><p>businesses. Our question formulation the study aims to answer is:</p><p>How does event marketing effect the brand equity in international companies?</p><p>We have chosen to perform a qualitative study with a semi structured research interview</p><p>to find out how event marketing as a marketing method, can be applied from the</p><p>perspective of a marketing director in relation to our theoretical reference frame.</p><p>To create structure and increase the understanding of our thesis, we will describe the</p><p>basics in brand and sponsorship theory, which will fall in to the marketing method of</p><p>event marketing. Further we will describe the brand equity model that we will later</p><p>modify for our purpose. In our modified model we will present the element that creates</p><p>the foundation to our analysis. The elements are: brand loyalty, brand awareness,</p><p>perceived quality and brand associations. In our analysis we will present the effects and</p><p>consequences of using event marketing as a marketing method.</p><p>Our empirical findings will be presented under the chapter of empiric. Where interviews</p><p>preformed with marketing directors or respondents with an equal position will be found.</p><p>We have preformed interviews with Samsung Electronics Nordic AB, Kalmar Industries,</p><p>Cerealia/Lantmännen/Axa and Skandinaviska Enskilda Banken AB.</p><p>Our conclusion is that event marketing is a well used marketing method where the</p><p>company strategically has analyzed their target market to aim their efforts at the right</p><p>consumers. The current recession has made the competition on the market keen. Because</p><p>of this it is more important now than ever for the companies to increase their brand</p><p>equity.</p><p>The companies in the different businesses is using event marketing with the main purpose</p><p>of strengthen their brand equity. The object that highlights event marketing the most is</p><p>how well all companies tries to associate their brand with the values attached to the</p><p>chosen event. Event marketing is used as a tool to get the customers to associate the</p><p>companies’ values with an event, but is also used to create associations between the event</p><p>and the brand. When using event marketing it is important to associate the brand with</p><p>quality. The answer to our question formulation is that the brand equity is positively</p><p>effected by event marketing. Brand association and perceived quality are together the</p><p>element that effects brand equity the most when using event marketing.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hh-2868 |
| Date | January 2009 |
| Creators | Malmström, David, Andersson, Karl |
| Publisher | Halmstad University, School of Business and Engineering (SET), Halmstad University, School of Business and Engineering (SET), Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, text |
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