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

With an on-site study at a sponsored event, we construct and test competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions.

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

Angeline G. CloseUniversity of Nevada Las VegasR. Zachary FinneyUniversity of South AlabamaRussell Z. LaceyUniversity of New OrleansJulie Z. Sneath...