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

Angeline G. Close
University of Nevada Las Vegas

R. Zachary Finney
University of South Alabama

Russell Z. Lacey
University of New Orleans

Julie Z. Sneath
University of South Alabama


INTRODUCTION

It was nice to see a company sponsoring an event. It shows they are interested in being part of the community. I have a little more respect for them. I think the event sponsor logo was attractive. The logo was everywhere and also on the volunteers' shirts. You know those shirts will be worn again! I am not sure how much they paid for the sponsorship, but this is a good opportunity. I have never owned the (event sponsor's) product. Sure, now that I am in the market to buy, I will certainly consider buying their product. (Anna, age 24)