TY - JOUR T1 - Application of a Model for the Effectiveness of Event Marketing JF - Journal of Advertising Research JO - J Advert Res SP - 283 LP - 301 DO - 10.2501/S0021849907070316 VL - 47 IS - 3 AU - Anne Martensen AU - Lars Grønholdt AU - Lars Bendtsen AU - Martin Juul Jensen Y1 - 2007/09/01 UR - http://www.journalofadvertisingresearch.com/content/47/3/283.abstract N2 - This article provides empirical evidence of a model for effectiveness of event marketing and illustrates the application of the model. The model is founded on research within sponsorship, advertising effectiveness, and the latest research on emotional responses within consumer behavior and neuropsychological theory. The model is formulated as a structural equation model with latent variables. Based on a golf tournament as the event activity for the well-known Danish corporate brand B&O, it is demonstrated how the model and measurement system can estimate the impact of the event on brand attitude as well as buying intention. It gives a better understanding of how an event influences the perception of a brand in the minds of the customers. Hereby the model can give directions for how an event should be designed to create positive brand attitude and buying intention. ER -