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Marketing events are tools that companies utilize to, e.g., introduce new products or generally strengthen the relationship with their target group (Drengner et al., 2008). As a source of entertainment and a chance for networking and experience, events, generally, serve multiple purposes and are hosted for many occasions and themes. Companies build on this wide range of opportunities as a form of “interactive communication of brand values […] in which consumers are actively involved […] and which would result in their emotional attachment to the brand,” as event marketing is defined (Whelan and Wohlfeil, 2006).
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