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ToolsWohlfeil, Markus and Whelan, Susan (2006) Consumer motivations to participate in marketing-events: The role of predispositional involvement. European Advances in Consumer Research, 7. pp. 125-131.
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Abstract
Confronted with the decreasing effectiveness of classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketing environment. Event-marketing is defined as the creation of 3-dimensional, interactive brand-related hyperrealities for consumers by staging marketing-events, which would result in an emotional attachment to the brand. However, as a pull strategy within marketing communications, successful event-marketing strategies require a thorough understanding of why consumers are motivated to voluntarily participate in those marketing-events. To narrow this information gap, this research, based on a thorough literature review, has developed a conceptual model suggesting that consumers’ motivations to participate in marketing-events are determined by their predispositional involvement either in the event-object, the event-content, event-marketing or the expected social interaction at the event. Thus, the main contribution is to the involvement and experiential consumption literature.
| Item Type: | Article |
|---|---|
| Faculty \ School: | Faculty of Social Sciences > Norwich Business School |
| UEA Research Groups: | Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019) |
| Related URLs: | |
| Depositing User: | Amanda Holland |
| Date Deposited: | 09 Mar 2011 15:53 |
| Last Modified: | 04 Mar 2024 16:44 |
| URI: | https://ueaeprints.uea.ac.uk/id/eprint/25884 |
| DOI: |
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