TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | EXPERIENCE EVENTS SPONSORSHIP: THE CASE OF ROCK IN RIO 2019 | ||||||||||||
| Autor(es): |
RAFAELA GUIMARAES D DO NASCIMENTO |
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| Colaborador(es): |
ALESSANDRA BAIOCCHI ANTUNES CORREA - Orientador |
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| Catalogação: | 02/MAR/2021 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=51665@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=51665@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.51665 | ||||||||||||
| Resumo: | |||||||||||||
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The creative industry in Brazil is a relevant sector in the creation of income
and employment. Within this sector, live music events have great importance.
This research analyzes the public s perception of the experiences sponsored by
the brands in Rock in Rio 2019. For this, exploratory research was carried out in
two stages: bibliographic studies and interviews with the public. Among the main
findings, we could highlight (a) the importance of the quality of service in the
event, (b) investing in brand experiences that are engaging and memorable. It is
essential to captivate the consumer to cause a positive and long-term association
with the brand, which is the main goal of experience marketing.
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