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

Abstract

The purpose of this study is to examine outcomes associated with the sponsorship of a charitable sporting event by an automobile manufacturer. Specifically, it investigates: perceptions of the title sponsor and its products, and how experience with the sponsor’s products during the event influences spectators’ perceptions and likelihood of purchase. A description of the event and sponsor is provided, along with a review of trends in event marketing and integrated marketing communications. Following this review, the research questions and results of the study are presented. In addition, the importance of event marketing as a component of an integrated marketing communications strategy is discussed, and managerial implications and directions for future research are presented.

Keywords: event marketing, consumer behavior, attitudes, sponsorship, integrated marketing communications

JEL Classification: M31