search query: @indexterm EVENT MARKETING / total: 21
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| Author: | Martensen, A. (et al.) |
| Title: | Application of a model for the effectiveness of event marketing |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 283-301 |
| Index terms: | event marketing advertising effectiveness consumer behaviour brands models Nordic countries Denmark |
| Language: | eng |
| Abstract: | In this study, empirical evidence of a model for effectiveness of event marketing is provided with illustration of the application of the model. The model is based on research within sponsorship, advertising effectiveness etc. and 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 shown how the model and measurement system can estimate the impact of the event on brand attitude as well as buying intention. |
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