Experience Marketing Backstage: The View of the Managers in the Application of Branding Strategies Through Actions of Sponsorship and Development of Projects and Events

Detalhes bibliográficos
Autor(a) principal: Cerqueira, Alana Vitória Lacerda
Data de Publicação: 2019
Outros Autores: Lopes, Evandro Luiz, da Silva, Jussara Goulart
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.
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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
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