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Emotion gleich Emotion? Die Emotionale Ansteckung als Mediator der Wirkung individueller Emotionen auf das relationale und atmosphärische Eventerleben

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Book cover Events und Emotionen

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

Zusammenfassung

Das Eventmarketing hat sich in den letzten Jahren erfolgreich als Instrument zur Realisierung kommunikationspolitischer Ziele etabliert. Durch die erlebnisorientierte Vermittlung von firmen- und/oder produktbezogenen Kommunikationsinhalten im Rahmen eines Marketing-Events können Kommunikationsbotschaften nachhaltig im Gedächtnis der Zielgruppe verankert werden. Eventformate wie kollektiv-hedonistische Dienstleistungen (z. B. ein Konzert oder ein Public Viewing Event) verfolgen im Vergleich zum Marketing-Event nicht primär kommunikationspolitische Ziele, sondern sollen einer großen Anzahl an Personen (Teilnehmern) zur selben Zeit am gleichen Ort vordergründig Spaß und Vergnügen bereiten (vgl. Drenger/Jahn/Gaus 2012, S. 60; Ng/Russell-Bennett/Dagger 2007, S. 474; Zanger/Sistenich 1996, S. 233ff.).

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  1. TU Chemnitz, Thüringer Weg 7, 09126, Chemnitz, Deutschland

    Katja Lohmann (Professur für Marketing und Handelsbetriebslehre), Sebastian Pyka (Professur für Marketing und Handelsbetriebslehre) & Prof. Dr. Cornelia Zanger (Professur für Marketing und Handelsbetriebslehre)

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  1. Katja Lohmann
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Lohmann, K., Pyka, S., Zanger, C. (2015). Emotion gleich Emotion? Die Emotionale Ansteckung als Mediator der Wirkung individueller Emotionen auf das relationale und atmosphärische Eventerleben. In: Zanger, C. (eds) Events und Emotionen. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10303-3_4

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