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

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  • SNEATH, JULIE Z.
  • FINNEY, R. ZACHARY
  • CLOSE, ANGELINE GRACE

Abstract

The number of companies sponsoring events has increased over the past decade. Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured. The study examines outcomes associated with an automobile manufacturer's sponsorship of a six-day charitable sporting event. Data for the study were collected from a sample of 565 spectators in five cities during the six-day event. Results provide evidence for inclusion of event marketing in the company's promotional mix and indicate that experience with the sponsor's products during the event may enhance event outcomes. The role of event marketing as a form of communication is discussed, and recommendations and directions for future research are suggested.

Suggested Citation

  • Sneath, Julie Z. & Finney, R. Zachary & Close, Angeline Grace, 2005. "An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes," Journal of Advertising Research, Cambridge University Press, vol. 45(4), pages 373-381, December.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:04:p:373-381_05
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    Cited by:

    1. Colmenero Ferreira Fernando, 2013. "The Impacts of a CSR Cultural Event Measured Felt Far Beyond the Financial Results," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(3), pages 3-13.
    2. Lacey, Russell & Close, Angeline G. & Finney, R. Zachary, 2010. "The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness," Journal of Business Research, Elsevier, vol. 63(11), pages 1222-1228, November.
    3. O’Reilly, Norm & Lafrance Horning, Denyse, 2013. "Leveraging sponsorship: The activation ratio," Sport Management Review, Elsevier, vol. 16(4), pages 424-437.
    4. Gordon Liu & Wai-Wai Ko, 2011. "An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives," Journal of Business Ethics, Springer, vol. 100(2), pages 253-281, May.
    5. Leischnig, Alexander & Schwertfeger, Marko & Geigenmüller, Anja, 2011. "Shopping events, shopping enjoyment, and consumers’ attitudes toward retail brands—An empirical examination," Journal of Retailing and Consumer Services, Elsevier, vol. 18(3), pages 218-223.
    6. Ulrich Bretschneider & Marco Hartmann & Jan Marco Leimeister, 2018. "Keep them alive! Design and Evaluation of the “Community Fostering Reference Model”," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 60(6), pages 493-511, December.
    7. Woo-Jin Jung & Seungjun Yang & Hee-Woong Kim, 2020. "Design of sweepstakes-based social media marketing for online customer engagement," Electronic Commerce Research, Springer, vol. 20(1), pages 119-146, March.
    8. Herrmann, Jean-Luc & Kacha, Mathieu & Derbaix, Christian, 2016. "“I support your team, support me in turn!”," Journal of Business Research, Elsevier, vol. 69(2), pages 604-612.
    9. Eddy, Terry, 2014. "Measuring effects of naming-rights sponsorships on college football fans’ purchasing intentions," Sport Management Review, Elsevier, vol. 17(3), pages 362-375.
    10. Iuliia Naidenova & Petr Parshakov & Alexey Chmykhov, 2014. "Soccer Sponsor: Fan Or Businessman?," HSE Working papers WP BRP 28/FE/2014, National Research University Higher School of Economics.
    11. Mónica Gómez-Suárez & María Jesús Yagüe, 2021. "Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    12. F.J. Cristófol & Elena Cruz-Ruiz & Gorka Zamarreño-Aramendia, 2021. "Transmission of Place Branding Values through Experiential Events: Wine BC Case Study," Sustainability, MDPI, vol. 13(6), pages 1-21, March.

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