Abstract:

Events were often used as a tool of experiential marketing to engage company, brand and/or attendees through memorable experience. In investigating the experiential elements of event attendees, this research will focus on a new emerging area of specials events specifically on Festival using Branded Marketing Events (BMEs) as an independent variable that are minimally studied especially in Malaysia. Hence, there is a significant gap in the literature that this research will attempt to fulfil by using novel approach to explore the experiential elements for BME attendees. Using convenient sampling, 267 questionnaires were distributed to attendees at Sugar Treats Festival.  From the data analysed, the result show only pragmatic and relational experience significantly influence attendees’ engagement. Hence it is suggested to the event organizer to include hands-on activities as well as providing interaction opportunities among attendees.