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Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand

Angeline G. Close, R. Zachary Finney, Russell Z. Lacey, Julie Z. Sneath
DOI: 10.2501/S0021849906060430 Published 1 December 2006
Angeline G. Close
University of Nevada Las Vegas,
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  • For correspondence: angeline.close@unlv.edu
R. Zachary Finney
University of South Alabama,
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  • For correspondence: zfinney@usouthal.edu
Russell Z. Lacey
University of New Orleans,
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  • For correspondence: rlacey@uno.edu
Julie Z. Sneath
University of South Alabama,
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  • For correspondence: jsneath@usouthal.edu
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ABSTRACT

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.

  • © Copyright 2006 The ARF. All rights reserved.

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Vol 46 Issue 4

Journal of Advertising Research: 46 (4)
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Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand
Angeline G. Close, R. Zachary Finney, Russell Z. Lacey, Julie Z. Sneath
Journal of Advertising Research Dec 2006, 46 (4) 420-433; DOI: 10.2501/S0021849906060430

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Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand
Angeline G. Close, R. Zachary Finney, Russell Z. Lacey, Julie Z. Sneath
Journal of Advertising Research Dec 2006, 46 (4) 420-433; DOI: 10.2501/S0021849906060430
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