MECHERI, IkhlasBABA AHMED, Hicham ( Directeur de thèse )2025-10-082025-10-082024-06https://dspace.hec.dz/handle/123456789/1402With 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 industriesenMarketing eventsBrandBrand equityOMO Lemon FestivalThesis