Our events, our ambassadors: using corporate events as an incremental contributor to the corporate image

Abstract

The aim of this study was to identify the dimensions used by attendees in determining an events image and to explore if image contributes to the organizations corporate image. The study used a qualitative design to explore the relationship between an event’s image and corporate image. The sample used was purposefully chosen for the interview. The findings reported four main dimensions used by attendees in the formation of an events image: the choice of venue, content/program and physical organization and the profile of attendees. Two main relationships were identified: the relationships and interactions between the dimensions; and the relationship between corporate event’s image and the corporate image. These findings can be implemented into the corporate event planning process, corporate and marketing communication strategies of the organization in order to enhance its corporate image. Keywords: Events, image, corporate, communication, marketing