Relationship between Brand Awareness and Purchasing Intention in Event Management

This thesis investigates the relationship between brand awareness and purchasing intention in event management, and recommends a suitable sales strategy for a mid-sized event based company. The research uses primary and secondary methods, including interviews and questionnaires with managers and customers of 10 event management firms in the UK. The findings suggest that high brand recognition positively affects customers' perception of services and products, and emphasizes the importance of high quality goods and services in building brand loyalty. The study also highlights the impact of factors such as brand, social media, and word of mouth on customers' purchasing decisions.