Impact of Event Marketing on Brand Awareness in Youth : A Case of Coke Studio

Abstract

The research is about the relationship between event marketing and the brand awareness. The research is conducted on the youth of Twin Cities who are studying in different universities and into music very much. The research is based on primary data collected via questionnaires. The research would help our government personnel to realize the impact of such marketing in making soft image of Pakistan. The students would get a chance to know about the different areas of brand awareness and would open new doors of research in future. The research would also show the extent to which both the variables are co-related. This would help other industry giants to make their investment in such events wisely.