"Stimulation of our five senses through experiences"- The role of event marketing as a communication tool for retail companies when building their brand
Event marketing can be seen as an effective tool building a brand in a retail context since it can enhance brand awareness, brand identity and brand image. This, since it provides experiences stimulating consumers´ five senses adjusted to today's experience demands of consumers. Event marketing is effective catching consumers attention in today's media noise compared to traditional adverti
