EVENTOS DE ENTRETENIMENTO AO VIVO & MARCAS: UMA ALIANÇA DE REPERTÓRIOS COMUNICACIONAIS DE IMPACTO E CONSOLIDAÇÃO DE IMAGENS

• Autor(a) principal: Nakane, Andréa Miranda
• Data de Publicação: 2020
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/2052
• topic: Eventos; Entretenimento ao Vivo; Festivais de Música; Marcas; Imagens; Events; Live Entertainment; Music Festivals; Brands; Images; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The Thesis in question addresses the study of how a vehicle of directed communication, events, specially those entitled live entertainment, represented by music festivals and how they can foster communication alliances aiming to generate relationships between companies/brands and people involved in this relation. The work was divided into three distinct but complementary phases, including documentary and bibliographic study, quantitative research and multiple cases studies, analysing information from the main actors involved in these connections, seeking to identify the tactic and catalyzing strategies, not only making use of marketing images but also alliances that generate solidity and longevity that boost not only manifestations related to consumption but also to the sense of belonging, dialog and experiential interactivity, based on the emotions evoked by the musical environment and by the planning of each sponsor's projects, in order to optimize their investiment and win effectively the aimed public 's mind and heart.