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Transzendente Konsumerlebnisse bei Events und ihre Wirkungen auf die Eventloyalität

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Events im Zeitalter von Social Media

Part of the book series: Markenkommunikation und Beziehungsmarketing ((MBM))

Zusammenfassung

Obwohl es bisher sowohl in der Marketingpraxis als auch -wissenschaft an einem einheitlichen Verständnis für den Begriff „Event“ mangelt, besteht weitestgehend Einigkeit darüber, dass es sich dabei um Veranstaltungen handelt, die das Potenzial besitzen, positive Konsumerlebnis., zu vermitteln (vgl. z.B. Zanger 2010, S. 5; Drengner 2008, S. 22; WeinberglNickel 2007; Gebhardt 2000; Deighton 1992, S. 366; HirschmanlHolbrook 1982, S. 95f.).

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Authors and Affiliations

  1. Chemnitz, Deutschland

    Steffen Jahn

  2. Worms, Deutschland

    Jan Drengner

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  1. Steffen Jahn
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  2. Jan Drengner
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Correspondence to Steffen Jahn .

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  1. , Lst. f. Marketing, TU Chemnitz, Reichenhainer Straße 7, Chemnitz, 09126, Germany

    Cornelia Zanger

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Jahn, S., Drengner, J. (2013). Transzendente Konsumerlebnisse bei Events und ihre Wirkungen auf die Eventloyalität. In: Zanger, C. (eds) Events im Zeitalter von Social Media. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00553-5_7

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  • DOI: https://doi.org/10.1007/978-3-658-00553-5_7

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