Lydia Borowsky

• nicht vorhanden
• This thesis is about the possibilities and limitations to the usage of event marketing referred to brand loyalty. The main work will conclude a comparison of selected communication tools. The thesis is divided in four main parts. In the first part you will be given the current state of research. It contains definitions, attributes, mode of functions and determining factors of the e ssential objects of investigation. These cover brand loyalty, communication tools, event marketing and emotions. In the second part an empiric analysis will follow. Therefore six experts were asked to give their opinion on different aspects of brand loyalty and the possibilities for event marketing on this topic. To review the correlations of the experts with the literature a combination of brand loyalty and event marketing in theory has to be given first. During these theoretical correlations it could be identified that brand loyalty is an emotional construct and event marketing has grant possibilities of the usage and impact of emotions on the recipient. Furthermore event marketing can impact brand awareness, brand image, brand sympathy and brand trust. But this is only possible if brand and event gets recognized as one. In the last part of the thesis the correlations between theory and empiric gets analyzed. The conclusion is that event marketing is able to strengthen brand loyalty but there has to be brand awareness first.