The influence of brand image on Generation Y consumers at electronic dance music festivals by creating a sensory and relational experiential environment linked to global brands.

This study shows that global brands can enhance their overall brand image by becoming involved in the sensory and relational EDM experience, depending on the type of brand, its personality and whether the Generation Y festivalgoer enjoyed consuming the brand within the festival experience. The dissertation focused on exploring a global brand’s involvement in the sensory (visual and sound) and relational (social) experiential environment of an electronic dance music festival in relation to enhancing brand image among Generation Y. The approach was taken from a social constructivist point of view that is exploratory and interpretivist in nature. The inductive research was conducted through a triangulation method, combining qualitative and quantitative data. The participant observational qualitative data was conducted through the experience of the researcher, by observing two global beverage brands, Red Bull and Heineken, at the EDM festival, Ultra Europe. Quantitative studies were explored through conducted surveys based on the research objective and conceptual framework. The surveys were completed using a non-probability purposive sampling method with 20 participants for the Heineken survey and 46 for the Red Bull survey, which was distributed via social media. The research uncovered the positive relationships and themes between the EDM experience, brand involvement and brand image based on the investigative studies of Red Bull and Heineken at Ultra Europe. Limitations to this research were evident due to the small sample size and bias of the researcher. Suggestions are made that in order to enhance the overall brand image in the sensory and relational experiential environment of an EDM festival, the global brand must already be seen as youth-conscious or energetic among Generation Y. If this is not the case, assumptions are made that the brand should consider taking an active involvement within the experience. Although this study lacks firm conclusions as the research is exploratory and interpretivist in nature, the data presents and analyses each factor of the created conceptual framework in relation to the research objective. This conceptual framework can be used for future studies, as assumptions are made that the framework is insightful in measuring how global brands should become involved in the sensory and relational experiential environment of an electronic dance music festival