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An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

Published online by Cambridge University Press:  06 March 2006

JULIE Z. SNEATH ,
R. ZACHARY FINNEY  and
ANGELINE GRACE CLOSE
JULIE Z. SNEATH
Affiliation:
University of South Alabama, [email protected]
R. ZACHARY FINNEY
Affiliation:
University of South Alabama, [email protected]
ANGELINE GRACE CLOSE
Affiliation:
The University of Nevada Las Vegas, [email protected]
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Abstract

The number of companies sponsoring events has increased over the past decade. Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured. The study examines outcomes associated with an automobile manufacturer's sponsorship of a six-day charitable sporting event. Data for the study were collected from a sample of 565 spectators in five cities during the six-day event. Results provide evidence for inclusion of event marketing in the company's promotional mix and indicate that experience with the sponsor's products during the event may enhance event outcomes. The role of event marketing as a form of communication is discussed, and recommendations and directions for future research are suggested.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 4 , December 2005 , pp. 373 - 381
Copyright
© Copyright © 1960-2005, The ARF

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