search query: @indexterm EVENT MARKETING / total: 21
reference: 15 / 21
| Author: | Sneath, J. Z. Finney, R. Z. Close, A. G. |
| Title: | An IMC approach to event marketing: the effects of sponsorship and experience on customer attitudes |
| Journal: | Journal of Advertising Research
2005 : DEC, VOL. 45:4, p. 373-381 |
| Index terms: | event marketing consumer attitudes sponsorship |
| Language: | eng |
| Abstract: | The purpose of this paper is to analyse outcomes associated with the sponsorship of a charitable sporting event by an automobile manufacturer including perceptions of title sponsor and its products and how experience with the sponsor's products during the event affects spectators' perceptions. Among others findings show that experience with the sponsor's products during the event may enhance event outcomes. |
SCIMA