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

Journal of Advertising Research, Vol. 45, No. 4, pp. 373-381, 2005

25 Pages Posted: 16 Jan 2012

See all articles by Julie Sneath

Julie Sneath

University of South Alabama

R. Zachary Finney

affiliation not provided to SSRN

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Date Written: December 1, 2005

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

Suggested Citation

Sneath, Julie and Finney, R. Zachary and Scheinbaum, Angeline Close, An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes (December 1, 2005). Journal of Advertising Research, Vol. 45, No. 4, pp. 373-381, 2005. Available at SSRN: https://ssrn.com/abstract=1985942

Julie Sneath

University of South Alabama ( email )

307 University Blvd
Mobile, AL 36688
United States

R. Zachary Finney

affiliation not provided to SSRN ( email )

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

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