Rock in Rio 2017: marcas patrocinadoras e o marketing de experiência na gestão da comunicação organizacional

Abstract

The present work of monographic research brings an overview of the relationship of sponsorship brands of the event Rock in Rio 2017 with the management of communication through the use of tools such as marketing experience. In order to carry out the research, important references were made to organizational communication, marketing and branding, as well as quantitative and qualitative research in depth with visitors of the event, seeking to understand from the point of view of the visitor, their perception about the presence of the five main sponsoring brands during the event and the relationship of remembrance and affectivity developed at the time.