The impact of marketing events on the brand equity: case study : OMO lemon festival by pi-relation
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Date
2024-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes commerciales
Abstract
With the increase of various communication tools, consumers are exposed to thousands of
advertisements everyday. In this saturated environment, marketing events prove to be
particularly effective in capturing attention and establishing lasting relationships with
customers. Our study demonstrates that marketing events play a crucial role in building and
strengthening brand equity by increasing awareness, improving the perception of product
quality, creating positive brand associations, and fostering customer loyalty. Through an in-
depth analysis of qualitative and quantitative data, including case study about the "OMO
Lemon Festival," we have shown the significant impact of marketing events on enhancing
brand presence and engagement across different industries
Description
Keywords
Marketing events, Brand, Brand equity, OMO Lemon Festival