"Stimulation of our five senses through experiences"- The role of event marketing as a communication tool for retail companies when building their brand

Event marketing can be seen as an effective tool building a brand in a retail context since it can enhance brand awareness, brand identity and brand image. This, since it provides experiences stimulating consumers´ five senses adjusted to today's experience demands of consumers. Event marketing is effective catching consumers attention in today's media noise compared to traditional advertising and it is a forum for relationship building which is of great importance to retail companies in order to maintain their customers and create new ones. Thus, we argue that event marketing should be seen as an integrated marketing tool in retail companies´ retail marketing mix and gain greater focus in the literature as an effective tool for retail companies when building their brand.