TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | FACTORS THAT CONTRIBUTE TO THE CONSUMER EVENT SPONSOR BOND | ||||||||||||
| Autor(es): |
ALESSANDRA KUNNING CASQUEIRO |
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| Colaborador(es): |
VIVIAN PEUKER SARDON STEINHAUSER - Orientador |
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| Catalogação: | 10/ABR/2023 | 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=62136@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=62136@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.62136 | ||||||||||||
| Resumo: | |||||||||||||
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The entertainment industry has been expanding since the 200s and it counts with a variety of events. Brazil is one of the countries that most consumes entertainment related product in the world. This paperwork investigates the general public s perception relating to their experiences with the brands present at Rock in Rio 2022 and in what way they impacted them. For that purpose, exploratory research was conducted in two steps: bibliographic research and interviews with people present at the festival. Among the results, we can identify the importance of brand activation within the event and the importance of maintaining product and personnel quality, thus trying to provoke a long-term positive association with the brand for the consumer,
which is the main goal for experience marketing campaigns.
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