RT Journal Article
SR Electronic
T1 Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 420
OP 433
DO 10.2501/S0021849906060430
VO 46
IS 4
A1 Angeline G. Close
A1 R. Zachary Finney
A1 Russell Z. Lacey
A1 Julie Z. Sneath
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/4/420.abstract
AB With an on-site study at a sponsored event, we construct and test competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsor's brand with respect to purchase intentions. We show that an attendee's enthusiasm and activeness in the area of the sponsored event and knowledge of the sponsor's products positively influence the attendee's desire that a sponsor be involved with the community. Then, we show that attendees who are more community-minded have a more positive opinion of the sponsor as a result of their event experience; a better opinion of the sponsor contributes to increased intentions to purchase the sponsor's products. Results from this framework indicate that event marketing, in conjunction with consumers who are enthusiastic, active, and knowledgeable about the sponsor and event, serves as a valuable lever to engage the consumer.