Sponsor or Die - En studie om imageöverföring vid mindre events

Sammanfattning: Studies conducted on event marketing have mainly focused on larger events. Managerial implications, marketing techniques, and theories in the field have hence dominantly addressed events of larger nature. Event marketing however is a growing phenomenon in the marketing mix. Brands are using event marketing to a greater extent. Brands are increasingly using small events as a marketing tool in order to create brand awareness and brand image; this goes for both small brands and large brands. We are interested in the latter - the creation and transfer of image from event to brand. Since today's theoretical framework regarding image transfer from event to brand has focused on large events we decided to study the transfer from a small event to a brand and hence we aimed to contribute with knowledge to that field.In order to pave the road we decided to use one theory derived from studies of larger events and apply it on a small event. The study is quantitatively conducted with experimental design. We co-organized an event, in order to create a certain image, and afterwards we measured if that image was transferred or not to our studied brand. To do this we studied three different groups; one group that visited the event, one group that only got to see the event invitation and one group that only got to answer question without any knowledge about the event.Our hypothesis was basically: the more interaction with the event image one would have the stronger the image transfer would be. The study gives strength to that hypothesis.