Sentir a marca: Como o marketing experiencial do evento FNAC Live afeta a perceção da marca
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Resumo
A ascensão da Internet, impulsionada pela adoção generalizada de smartphones, transformou os consumidores em indivíduos informados e exigentes que podem pesquisar e interagir com produtos e serviços a qualquer hora e em qualquer lugar. Neste cenário em constante evolução, as marcas estão cada vez mais focadas em criar experiências significativas que estreitem o vínculo com os consumidores, indo além das meras vendas de produtos para entregar valor por meio de serviços exclusivos e diferenciados. Este estudo pretende avaliar o impacto do FNAC Live, um festival de música organizado pela FNAC, na relação marca-consumidor explorando como o marketing experiencial molda a imagem da marca, influencia as motivações e perceções dos participantes. A análise do FNAC Live fornece insights valiosos sobre o papel dos eventos culturais na construção de relacionamentos duradouros, enfatizando o impacto do marketing experiencial.
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Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
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