The effect of music marketing: A consumer perspective

The purpose of this thesis is to get a consumer perspective regarding event marketing in music festivals. Event marketing is a tool used by marketers that evolved out of philanthropy and commercial sponsorship. Brands are more and more using music or other entertainment moments to create a strong relationship with their clients, and the target group at these events, the millennial generation. Brands use sponsoring and therefore event marketing for several reasons as: increase brand awareness; create brand image; re-position the brand/product in the minds of consumers; increase profit over a short period; and, achieve larger market share. Nonetheless, we wonder how is this tool seen by consumers? To understand this, a preliminary research with nine interviews was conducted to obtain basic ideas about event marketing. Afterwards the main research was developed, also using interviews, to get deeper insights. With this thesis, it is possible to conclude that some brands are able to create brand awareness on attendees through brand sponsorship. Moreover, entertainment activities in festivals are well seen by consumers, they like it and are able to describe it well, even though it is more about the activity itself than the brand promoting it. Furthermore, it was possible to understand that experiential marketing in a festival might have a positive effect on consumers as it might create a link between the event and the brand. Finally, we recommend some actions, for brands to develop in future music festivals.

La reine de Suède [Victoria de Bade] : [photographie de presse] / [Agence Rol]

Référence bibliographique : Rol, 58837

Auckland Geddes, le nouvel ambassadeur anglais en Amérique quitte Liverpool à bord du Victoria : [photographie de presse] / [Agence Rol]

Référence bibliographique : Rol, 58841

L'ex Kaiserin [Augusta-Victoria, épouse de Guillaume II] : [photographie de presse] / [Agence Rol]

Référence bibliographique : Rol, 59370

Brasso cattailia [cattleya ?] Victoria [orchidée] : [photographie de presse] / [Agence Rol]

Référence bibliographique : Rol, 59544

7/7/20, [gare d'Orsay], arrivée du roi d'Espagne à Paris [avec la reine Victoria et l'infant don Jaime, et à droite M. Raux, préfet de police] : [photographie de presse] / [Agence Rol]

Référence bibliographique : Rol, 59946

3e jour de la course (Coupe America), Sir T. Lipton regarde la course du pont du Victoria : [photographie de presse] / [Agence Rol]

Référence bibliographique : Rol, 60349