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Advisor(s)
Abstract(s)
The rise of the Internet, driven by the widespread adoption of smartphones, has transformed consumers into informed and discerning individuals who can research and engage with products and services anytime and anywhere. In this evolving landscape, brands are increasingly focused on creating meaningful experiences that deepen consumer relationships, moving beyond mere product sales to deliver value through unique and differentiated services. This study examines the impact of FNAC Live, a music festival organized by FNAC, on the brand-consumer relationship, specifically investigating how experiential marketing shapes brand image, influences participants’ motivations, and informs their perceptions. The analysis of FNAC Live offers valuable insights into how cultural events cultivate lasting consumer relationships, emphasizing the strategic impact of experiential marketing in strengthening brand engagement.
Description
Keywords
Brand-Consumer relationship Consumer engagement Consumer experience Experiential marketing FNAC Live
Citation
Martins, A. C., Silvestre, C., & Figueiredo Pina, H. (2025). Sentir a marca: Como o marketing experiencial do evento FNAC Live afeta a perceção da marca. Revista Lusófona de Estudos Culturais E Comunicacionais (NAUS), 7(2), 63–77. https://doi.org/10.29073/naus.v7i2.954
Publisher
Ponteditora