Engaging the Consumer Through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand

Journal of Advertising Research, Vol. 46, No. 4, pp. 420-433, 2006

31 Pages Posted: 17 Jan 2012

See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

R. Zachary Finney

affiliation not provided to SSRN

Russell Lacey

Xavier University

Julie Sneath

University of South Alabama

Date Written: January 15, 2012

Abstract

With an on-site study at a sponsored event, we construct and test competing models to examine the relationship between event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show 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. Then, we show that attendees who are more community-minded have a more positive opinion of the sponsor as a result of their event experience; a better opinion of the sponsor contributes to increased intentions to purchase the sponsor’s products. Results from this framework indicate that event marketing, in conjunction with consumers who are enthusiastic, active, and knowledgeable about the sponsor and event, serves as a valuable lever to engage the consumer.

Keywords: event marketing, sponsorship, marketing communications, sport marketing, branding

JEL Classification: M31

Suggested Citation

Scheinbaum, Angeline Close and Finney, R. Zachary and Lacey, Russell and Sneath, Julie, Engaging the Consumer Through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand (January 15, 2012). Journal of Advertising Research, Vol. 46, No. 4, pp. 420-433, 2006. Available at SSRN: https://ssrn.com/abstract=1985801

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

R. Zachary Finney

affiliation not provided to SSRN ( email )

Russell Lacey

Xavier University ( email )

Cincinnati, OH 45207
United States

Julie Sneath

University of South Alabama ( email )

307 University Blvd
Mobile, AL 36688
United States

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