A Study on Global Event Management as a Technique to Create Brand Awareness
Keywords:
brand awareness, brand equity, creation, event industry, global event management technique
Abstract
Event industry currently is considered as one of interesting business opportunity in contributing major positive economic impact. Event could be categorized into some activities conducted by an event management or event organizer in the case of achieving some specific outcomes. Specifically, the purpose of conducting an event is gathering people in a moment to do similar activity which leads to the formation of communities as part of social interaction in a society. Apart its role in creating communities, an event is also recognized as an essential marketing tool in branding of particular destination. This study aims to establish a theoretical event brand equity for which the key components of the brand equity were evaluated from visitor perspective in the tourism context. Brand equity is constructed by four dimensions which are event brand awareness (EBA), event brand image (EBI), event brand quality (EBQ), and event revisit intention (ERI). The finding of several studies indicates that EBA has positive and significant influence to EBI, EBQ, and ERI. Then, EBI is also proven giving positive and significant influence to EBQ and ERI. In contrary, EBQ does not show significant influence to ERI
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Malang Ruizzer, M. K. (2010). Extending the tourism destination image concept into customer-based brand equity for tourism destination. Original Scientific Paper, 23(3), 24-42.
Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: the future of hospitality marketing. International Journal of Hospitality Management, 18(4), 345-370.
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Theocharis, N. (2008). Event Tourism: Examining the management of sports events from a physical approach. Athens: Synergy Forum.
Woisetschlager, David, M. (2007). TeamSponsorship in the Formula OneDoest it affect Brand Perception? An Emperical Assessment in the German Car Market. Journal of Consumer Research, University of Muenster, 34, 616-623.
Zhou, Y. (2011). the impact of Customer Based Brand equity on Revisit Intention: An empirical study of Business and Leisure Travelers at Five shanghai Budget Hotels. Assumtion University Journal Publications, 4, 91-100.
Assaker, Guy, Vincenzo Esposito Vinzi, and Peter O’Connor. (2011). Examining the effect of novelty seeking, satisfaction, and destination image on tourist’s return pattern: A two gactor, non-linier latent growth model. Journal of Tourism Management, 32, 890-901.
Barnes, Stuart J, Jan Mattsson, and Flemming Sorensen. (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Journal of Tourism Research, 121- 139.
Boo, S., Busser, J., & Baloglu, S. (2010). A model of customer-based brand equity and its application to multiple destinations. Tourism Management, 30, 219-231.
Cai, L. A. (2002). Cooperative branding for rural destinations. Annals of Tourism Research, 29(3), 720-742
Chen, C. F. & Tsai, D. C. (2007). How destination image and evaluate factors affect behavioral intentions? Tourism Management, 28, 1115- 1122.
Essoussi, Leila Hamzaoui, Dwight Merunka, and Boris Bartikowski. (2010). Brand origin and country of manufacture influences on brand equity and the moderating role of brand typicality. Journal of Business Research, 64, 973-978.
Fakeye, P.C. & Crompton, J.L. (1991). Image differences between prospective, first-time. And repeat visitors to the Lower Rio Grand Valley. Journal of Travel Research, 30(2), 10-16
Fayrene, YL.,Chieng & Goi Chai Lee. (2011). Customer-Based Brand Equity: A Literature Review. Journal of Arts Science & Commerce, 2, 33-42.
Govers, R., Go, F. M., & Kumar, K. (2007). Virtual destination image: A new measurement approach. Annals of Tourism Research, 34(4), 977–997.
Gupta, S. (2003). Event Marketing: Issues and Challenges. Journal of IIMB Management Review, 87-96.
Hirschman, E., and Holbrook, M. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92–101.
Keller, L. K., & Moorthi, Y. L. R. (2003). Branding in developing markets. Bus Horiz, 46(3), 49–59.
Konecnik, M., & Gartner, W. C. (2007). Customer-based brand equity for a destination. Annals of Tourism Research, 34(2), 400-421.
Kose, Huseyin. Mephare Tokay Argan, and MetimArgan. (2011). Special event management and event marketing: A case study of TKBL all star 2011 in Turkey. Journal of Management and Marketing Research, Special Event Management.
Kotler, Philip and Kevin Lane Keller. (2006). Marketing Management (12th ed.). United States: Pearson Prentice.
Hall Lin, Hsing-Hui.(2011). A multidemensional customer-based brand equity and its application to religious events: The case of Mazu. A Dissertation in Hospitality Administration. University of Texas Tech.
Morgan, N., Pritchard, A., & Pride, R. (Eds. 2004). Destination branding (2nd ed.). MA: Elsevier.
Butterworth-Heinemann Myagmarsuren, Odonchimeg & ChingFu Chen. (2011). Exploring Relationships between Destination Brand Equity, Satisfaction, and Destination Loyalty: A Case Study of Mongolia. Journal of Tourism, Hospitality & Culinary Arts, 3(2), 81-94.
Pike, S., Bianchi, C., Kerr, G., & Patti, C. (2010). Customer-based brand equity for Australia as a long-hual tourism destination in an emerging market. International Marketing Review, 27(4), 434-449.
Qu, H., Kim, L. H., &Im, H. H. (2010). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism Management, 1-12.
Ramadlani, M. F., (2013). Determinants of Tourist Revisit Intention: An Evidence from Kota Batu. Minor Thesis of Economics and Business, Brawijaya University.
Malang Ruizzer, M. K. (2010). Extending the tourism destination image concept into customer-based brand equity for tourism destination. Original Scientific Paper, 23(3), 24-42.
Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: the future of hospitality marketing. International Journal of Hospitality Management, 18(4), 345-370.
Silva, De Leeza. (2013). Determinants of Destination Branding for Revisiting: With Special Reference to Tourism in Sri Lanka. Third International Symposium, 9-18.
Silvers, JR. (2004). Professional Event Coordination. New Jersey: John Wiley & Sons Inc Sirgy, M., & Su, C. (2000). Destination image, self-congurity, and travel behavior: Toward an integrative model. European Advances in Consumer Research, 38, 340-352.
Som, Ahmad Puad Mat, Azizan Marzuki, Maryam Yousefi, and Ala’a Nimer A., (2012). Factors Influencing Visitor’s Revisit Intention: A Case Study of Sabah Malaysia. International Journal of Marketing Studies, 4(4), 39-50.
Theocharis, N. (2008). Event Tourism: Examining the management of sports events from a physical approach. Athens: Synergy Forum.
Woisetschlager, David, M. (2007). TeamSponsorship in the Formula OneDoest it affect Brand Perception? An Emperical Assessment in the German Car Market. Journal of Consumer Research, University of Muenster, 34, 616-623.
Zhou, Y. (2011). the impact of Customer Based Brand equity on Revisit Intention: An empirical study of Business and Leisure Travelers at Five shanghai Budget Hotels. Assumtion University Journal Publications, 4, 91-100.
How to Cite
Evanthi, A. (2024). A Study on Global Event Management as a Technique to Create Brand Awareness. International Journal of Applied Service Marketing Perspectives, 13(1), 78-86. Retrieved from https://asmp.gfer.org/index.php/asmp/article/view/68
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Articles
