A márkamegjelenés dimenziói zenei fesztiválon

Abstract

Event marketing has become important part of marketing communication, and its evolution has been constant in the past twenty years. The economic crisis had its influence on event marketing, and event sponsorship outweighed proprietary events (staged by the company). The paper examines the Hungarian music festival Balaton Sound, and the success of its sponsors based on a visitor and also a nonvisitor survey. The data was analysed with SPSS 19.0 statistical software, using crosstab, correlation, ANOVA, factor and cluster methods. This article (as the first piece of two) deals with the success factors of sponsoring appearances, such as attendee characteristics and feelings, brand similarity to event, spending, time factor etc. Results verify that visitors know the sponsors of the festival and have mostly positive feelings towards them. The product category and brand appreciation are also important factors, just like the spending of the sponsors. Higher investments can lead to better results, however it is not always the case. In the second article we introduce a new effect model – based on previous models -, and examine the most important factors on brand appreciation change.