Event Management: Brand Awareness and Purchase Intention Analysis

This DBA thesis investigates the impact of brand awareness on customer purchase intention within the event management industry, focusing on five UK-based firms. The research employs both primary and secondary methods, including interviews with managers and questionnaires administered to customers. The study analyzes factors influencing purchase decisions, such as brand recognition and quality, and explores branding strategies and their role in marketing. Key findings highlight the importance of positive customer perception and brand loyalty. The thesis also includes a literature review, research methodology, data analysis (including chi-square tests), conclusions, and recommendations for event management companies. The study emphasizes the significance of brand awareness, customer satisfaction, and strategic approaches to gain a competitive advantage. The thesis also provides a detailed overview of the chosen company, Ticket desk, and its operations, highlighting the importance of understanding customer needs and delivering services accordingly to maximize profits. The research aims to identify the factors that affect the purchase intention of customers in relation with event management.