Experiencia de marca en los eventos para generar imagen y reputación corporativa
- Concepción Campillo-Alhama 1
- Laura Herrero-Ruiz 1
- 1 Universidad de Alicante, España
ISSN: 1012-1587
Year of publication: 2015
Issue: 2
Pages: 610-631
Type: Article
More publications in: Opción: Revista de Ciencias Humanas y Sociales
Abstract
The events are erected in the area of communication and experiential marketing tools to generate in the public a strong interaction with the brand. In this article the most important events between 2010 and 2015, which have been recognized in different editions of the Plus Awards Event as a key reference in this sector at national level are analyzed. Our goal is to identify the events that were awarded in the category Grand Jury Prize as well as the sectors and the design characteristics that define the events in theCRMstrategy of business organizations.