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| Tekijä: | Close, A.G. (et al.) |
| Otsikko: | Engaging the consumer through event marketing: linking attendees with the sponsor, community, and brand |
| Lehti: | Journal of Advertising Research
2006 : DEC, VOL. 46:4, p. 420-433 |
| Asiasana: | brands event marketing sponsorship |
| Kieli: | eng |
| Tiivistelmä: | The study tests competing models examining the relationships among event attendees, sponsorship, community involvement, and purchase intentions of the title sponsor's products. It is shown 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. Moreover, community-minded people have a more positive attitude of the sponsor. |
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