Experiential Marketing in an Entertainment Service: Event-Brand Transfer

The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand. The study analysed the musical event MTV winter festival, considering the opinion of 127 attendees to discover the impact of experiencing the MTV entertainment television channel event in three areas: improved brand experience, improved brand personality and increased brand reputation. Regarding event experience’s antecedents, “immersion” has been identified as the most important one, and “brand experience” as the most important effect. In addition, it has been found that brand experience has a positive impact on exciting brand personality and exciting brand personality in turn on brand reputation.