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| Author: | Wohlfeil, M. Whelan, S. |
| Title: | Consumer motivations to participate in event-marketing strategies |
| Journal: | Journal of Marketing Management
2006 : JUL, VOL. 22:5-6, p. 643 – 669 |
| Index terms: | marketing strategy consumers Germany |
| Freeterms: | football Adidas campaigning events |
| Language: | eng |
| Abstract: | Adidas Predator Cup, organized in Germany, was an entertaining football tournament, which was part of the Adidas goes street-campaign. The aim of the tournament was to reconnect the youth with Adidas and football through enjoying the feelings of fun, freedom and happiness of playing an informal football match with friends. The young target audience took actively part to this event marketing strategy, despite the fact that the aim of the tournament was to deliver commercial messages that the young would have actively avoided if they had been communicated any other way. The article explores the reasons why so many young consumers are motivated to experience the hyperreality of the Adidas football brand and feel a moment like Ronaldinho, Beckham, Ballack or Keane. With the help of the authorsÂ’ conceptual framework, four different predispositional involvement dimensions are identified and tested, and finally the interesting results are discussed. |
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