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| Tekijä: | Close, A.G. Krishen, A.S Latour, M.S. |
| Otsikko: | This event is me! How consumer event self-congruity leverages sponsorship |
| Lehti: | Journal of Advertising Research
2009 : SEP, VOL. 49:3, p. 271-284 |
| Asiasana: | advertising effectiveness sales promotion sponsorship event marketing consumer behaviour consumer attitudes shopping centres marketing brands |
| Kieli: | eng |
| Tiivistelmä: | Using a real-world field study of 21 sponsored promotional events (that is, sponsored fashion shows, n = 535), this study provides a self-congruity theory-based model explaining the role of mall shoppers' self-congruity (hereafter as: s-c.) on the effectiveness of experiential mall promotions. It is found that s-c. with the event has a key influence of promotion effectiveness. Specifically, it is shown that 1. more expertise with the sponsor affects s-c. with the sponsor, 2. in turn, s-c. with the promotional event enhances persuasiveness of the event, and 3. this event persuasion enhances the consumer's likelihood to shop at the sponsor's. store. In addition, when entertained shoppers like the promotional events wishing for more of such promotions, they tend to think more positively about the sponsor etc. These findings are important for advertising research practitioners suggesting that event attendees focus on how the sponsoring retailer fits with their image and sense of self. |
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