The Impact Of Event MarketingOn Brand Awareness
Thai, Thuan Phat (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022053113727
https://urn.fi/URN:NBN:fi:amk-2022053113727
Tiivistelmä
Event marketing has been used as a strategic marketing technique by companies. However, there are very few papers that undertake research and provide a conceptual understanding of the relationship between marketing and events. Furthermore, despite the fact that multiple events are held every day, knowing the influence of event marketing on brand awareness is overlooked. As a result, the purpose of this thesis was to define event marketing and brand awareness, as well as to assess the influence of event marketing on brand awareness.
IELTS THE TUTORS (ITT), the thesis's commissioner, is an IELTS preparation center with the purpose of developing a strong educational foundation. It was established in 2017 as a group of instructors and students striving toward a high IELTS score. In order to serve the goal of this study, ITT facilitated this studys' survey by approaching their event marketing customers. Furthermore, ITT provides information on event marketing strategy, allowing for a comprehensive understanding of the impact of event marketing on brand awareness.
This study was divided into three main sections. To define the correct concept of event marketing, the theory section gathered connected literature research in marketing and event management. In addition, in the theory part, the concept of brand awareness was researched and discussed. Second, empirical study was conducted to evaluate the impact of event marketing on brand awareness. Last, the theoretical and experimental study parts are contrasted and examined, allowing the impacts of event marketing on brand awareness to be determined.
The empirical section of the study was quantitative in nature, with the goal of determining the impact of event marketing on brand awareness. Quantitative research uses statistics or figures to enable academics to quantify the world. Quantitative methods, when combined with statistics, not only allow us to quantitatively describe events, but also assist us in determining correlations between two or more variables. To support the quantitative research in this thesis, a survey was constructed and distributed to participants after the event, based on theoretical parts that gathered information and knowledge from a vast number of articles, textbooks, and publications.
The findings of this study highlighted the significant impact of event marketing on brand awareness. Customers were made more aware of the company's activities as a result of event marketing. Through event marketing, customers formed a stronger relationship with the brand and products. Furthermore, event marketing influenced brand awareness, which in turn influenced customer purchasing decisions. This study also discovered that event marketing helped raise brand awareness among not just participants, but also their friends and family.
IELTS THE TUTORS (ITT), the thesis's commissioner, is an IELTS preparation center with the purpose of developing a strong educational foundation. It was established in 2017 as a group of instructors and students striving toward a high IELTS score. In order to serve the goal of this study, ITT facilitated this studys' survey by approaching their event marketing customers. Furthermore, ITT provides information on event marketing strategy, allowing for a comprehensive understanding of the impact of event marketing on brand awareness.
This study was divided into three main sections. To define the correct concept of event marketing, the theory section gathered connected literature research in marketing and event management. In addition, in the theory part, the concept of brand awareness was researched and discussed. Second, empirical study was conducted to evaluate the impact of event marketing on brand awareness. Last, the theoretical and experimental study parts are contrasted and examined, allowing the impacts of event marketing on brand awareness to be determined.
The empirical section of the study was quantitative in nature, with the goal of determining the impact of event marketing on brand awareness. Quantitative research uses statistics or figures to enable academics to quantify the world. Quantitative methods, when combined with statistics, not only allow us to quantitatively describe events, but also assist us in determining correlations between two or more variables. To support the quantitative research in this thesis, a survey was constructed and distributed to participants after the event, based on theoretical parts that gathered information and knowledge from a vast number of articles, textbooks, and publications.
The findings of this study highlighted the significant impact of event marketing on brand awareness. Customers were made more aware of the company's activities as a result of event marketing. Through event marketing, customers formed a stronger relationship with the brand and products. Furthermore, event marketing influenced brand awareness, which in turn influenced customer purchasing decisions. This study also discovered that event marketing helped raise brand awareness among not just participants, but also their friends and family.