The WOW-effect. A qualitative content analysis of communication strategies used by the Swedish music festival Way out West
In today’s society, brands face pressure to stand out and to communicate about sustainability and CSR efforts. This makes branding strategies necessary, yet it is a rather unexplored area within marketing of events. Previous research of events shows studies from the consumer’s perspective based on when the event takes place. However, less focus is put on how event brands engage the audience before
