Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events
Autor(a) principal: | |
---|---|
Data de Publicação: | 2019 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Future Studies Research Journal: Trends and Strategies |
Texto Completo: | https://www.revistafuture.org/FSRJ/article/view/371 |
Resumo: | The research aimed to understand how organizations adopt experience marketing practices, seeking to explore the backstage of projects and events. This is a qualitative study conducted through interviews with four managers of large organizations. As a result, it has been achieved that experience marketing management through the five categories experience, projects and events, drivers and priorities, budgets and results and decision factors seeks to meet human yearnings by positioning values, causes and emotions. For future studies, it is suggested to analyze how consumers receive the repercussion of the experiential message through digital content. |
id |
FIA-1_4fb1a971f1e1bfa249de09815d9a94f6 |
---|---|
oai_identifier_str |
oai:ojs.future.emnuvens.com.br:article/371 |
network_acronym_str |
FIA-1 |
network_name_str |
Future Studies Research Journal: Trends and Strategies |
repository_id_str |
|
spelling |
Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and EventsNo Backstage do Marketing da Experiência a Ótica dos Gestores na Aplicação de Estratégias de Marketing de Experiência por Meio de Ações de Patrocínio e Desenvolvimento de Projetos e EventosExperiential MarketingSponsorship and eventsBrandingMarketing experiencialPatrocínio e eventosBrandingThe research aimed to understand how organizations adopt experience marketing practices, seeking to explore the backstage of projects and events. This is a qualitative study conducted through interviews with four managers of large organizations. As a result, it has been achieved that experience marketing management through the five categories experience, projects and events, drivers and priorities, budgets and results and decision factors seeks to meet human yearnings by positioning values, causes and emotions. For future studies, it is suggested to analyze how consumers receive the repercussion of the experiential message through digital content.A pesquisa teve a intenção de identificar a visão estratégica dos gestores no tocante à aplicação prática das ações do marketing da experiência. Nesse estudo o objetivo será descrever a utilização da estratégia de marketing de experiência através do patrocínio e do desenvolvimento de projetos e eventos realizados em quatro organizações distintas. Buscou-se discutir a a economia da experiência e o marketing experimental e o patrocínio e desenvolvimento de projetos e eventos. É uma pesquisa de cunho qualitativo realizado por meio de entrevistas em profundidade com quatro gestores de marketing de grandes organizações. Como resultado, obteve-se que a gestão da experiência está voltada para a ansiedade e anseios por meio do posicionamento de valores, causas e emoções.Future Studies Research Journal: Trends and Strategies2019-01-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed Articleapplication/pdfhttps://www.revistafuture.org/FSRJ/article/view/37110.24023/FutureJournal/2175-5825/2019.v11i1.371Future Studies Research Journal: Trends and Strategies; Vol. 11 No. 1 (2019): January/April; 25-47Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 11 n. 1 (2019): January/April; 25-472175-5825reponame:Future Studies Research Journal: Trends and Strategiesinstname:Fundação Instituto de Administração (FIA)instacron:FIAporhttps://www.revistafuture.org/FSRJ/article/view/371/432Copyright (c) 2019 Future Studies Research Journal: Trends and Strategiesinfo:eu-repo/semantics/openAccessCerqueira, Alana Vitória LacerdaLopes, Evandro Luizda Silva, Jussara Goulart2019-03-06T23:06:10Zoai:ojs.future.emnuvens.com.br:article/371Revistahttps://www.revistafuture.org/FSRJ/oai2175-58252175-5825opendoar:2019-03-06T23:06:10Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA)false |
dc.title.none.fl_str_mv |
Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events No Backstage do Marketing da Experiência a Ótica dos Gestores na Aplicação de Estratégias de Marketing de Experiência por Meio de Ações de Patrocínio e Desenvolvimento de Projetos e Eventos |
title |
Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events |
spellingShingle |
Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events Cerqueira, Alana Vitória Lacerda Experiential Marketing Sponsorship and events Branding Marketing experiencial Patrocínio e eventos Branding |
title_short |
Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events |
title_full |
Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events |
title_fullStr |
Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events |
title_full_unstemmed |
Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events |
title_sort |
Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events |
author |
Cerqueira, Alana Vitória Lacerda |
author_facet |
Cerqueira, Alana Vitória Lacerda Lopes, Evandro Luiz da Silva, Jussara Goulart |
author_role |
author |
author2 |
Lopes, Evandro Luiz da Silva, Jussara Goulart |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Cerqueira, Alana Vitória Lacerda Lopes, Evandro Luiz da Silva, Jussara Goulart |
dc.subject.por.fl_str_mv |
Experiential Marketing Sponsorship and events Branding Marketing experiencial Patrocínio e eventos Branding |
topic |
Experiential Marketing Sponsorship and events Branding Marketing experiencial Patrocínio e eventos Branding |
description |
The research aimed to understand how organizations adopt experience marketing practices, seeking to explore the backstage of projects and events. This is a qualitative study conducted through interviews with four managers of large organizations. As a result, it has been achieved that experience marketing management through the five categories experience, projects and events, drivers and priorities, budgets and results and decision factors seeks to meet human yearnings by positioning values, causes and emotions. For future studies, it is suggested to analyze how consumers receive the repercussion of the experiential message through digital content. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-01-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistafuture.org/FSRJ/article/view/371 10.24023/FutureJournal/2175-5825/2019.v11i1.371 |
url |
https://www.revistafuture.org/FSRJ/article/view/371 |
identifier_str_mv |
10.24023/FutureJournal/2175-5825/2019.v11i1.371 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.revistafuture.org/FSRJ/article/view/371/432 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Future Studies Research Journal: Trends and Strategies info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Future Studies Research Journal: Trends and Strategies |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies |
publisher.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies |
dc.source.none.fl_str_mv |
Future Studies Research Journal: Trends and Strategies; Vol. 11 No. 1 (2019): January/April; 25-47 Future Studies Research Journal: Trends and Strategies [FSRJ]; v. 11 n. 1 (2019): January/April; 25-47 2175-5825 reponame:Future Studies Research Journal: Trends and Strategies instname:Fundação Instituto de Administração (FIA) instacron:FIA |
instname_str |
Fundação Instituto de Administração (FIA) |
instacron_str |
FIA |
institution |
FIA |
reponame_str |
Future Studies Research Journal: Trends and Strategies |
collection |
Future Studies Research Journal: Trends and Strategies |
repository.name.fl_str_mv |
Future Studies Research Journal: Trends and Strategies - Fundação Instituto de Administração (FIA) |
repository.mail.fl_str_mv |
|
_version_ |
1808843618094415872 |