The Experts below are selected from a list of 25557 Experts worldwide ranked by ideXlab platform

Angeline G. Close - One of the best experts on this subject based on the ideXlab platform.

  • the pivotal roles of product knowledge and corporate social responsibility in Event sponsorship effectiveness
    Social Science Research Network, 2012
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney
    Abstract:

    The authors employ consumer theories of cognition into the Event Marketing context. Upon gathering field surveys from attendees (n=1,636) at an international sporting Event with a multinational sponsor, the authors demonstrate the pivotal roles that attendees’ knowledge regarding the sponsor’s product and perceived corporate social responsibility play in successful Event sponsorship. Specifically, structural model results show how attendees’ knowledge of the Event sponsor’s products and perceptions of the sponsor as socially responsible enhance attendees’ commitment to the sponsor and intentions to purchase the sponsor’s products. These results provide scholars and managers with means of improving Event Marketing communications.

  • engaging the consumer through Event Marketing linking attendees with the sponsor community and brand
    2012
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney, Julie Z. Sneath
    Abstract:

    With an on-site study at a sponsored Event, we construct and test competing models to examine the relationship between Event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness in the area of the sponsored Event and knowledge of the sponsor’s products positively influence the attendee’s desire that a sponsor be involved with the community. Then, we show that attendees who are more community-minded have a more positive opinion of the sponsor as a result of their Event experience; a better opinion of the sponsor contributes to increased intentions to purchase the sponsor’s products. Results from this framework indicate that Event Marketing, in conjunction with consumers who are enthusiastic, active, and knowledgeable about the sponsor and Event, serves as a valuable lever to engage the consumer.

  • consumer behavior knowledge for effective sports and Event Marketing
    Taylor and Francis, 2011
    Co-Authors: Lynn R Kahle, Angeline G. Close
    Abstract:

    J. King, L.R. Kahle, A. Close, Introduction: Study of Sports Consumer Behavior. Part 1. Influencing Behaviors and Society in Sports. S.P. Lee, T.B. Cornwell, A Framework for Measuring the Contributions of Sport to Society: Actors, Activities and Outcomes. E.R. Hirt, J.J. Clarkson, The Psychology of Fandom: Understanding the Etiology, Motives, and Implications of Fanship. S. Jones, S.J. Grove, G.M. Pickett, Spectator Rage: An Overview. D.L. Scammon, D.A. Fuller, K. Karniouchina, T. Masters, Sport Related Subculture as a Useful Basis of Market Segmentation: Insights for Ski Area Managers. Part 2. Building Relationships with Consumers Through Sports. P.A. Kennett-Hensel, R. Lacey, M. Biggers, The Impact of Corporate Social Responsibility on NBA Fan Relationships: A Conceptual Framework. S.J. Andrews, And a Child Athlete Will Save Us: Marketing Psychosocial and Physical Benefits of Sport to Children, Adolescents, Coaches and Parents. L.H.V. Kurpis, C.S. Bozman, The Motivations Associated with Attendance and Participation in an Amateur Sporting Event. R. Burton, J. Tripoldi, S. Owen, L.R. Kahle, Hospitality: A Key Sponsorship Service in Sports Marketing. Part 3. Providing Service to Consumers Through Sports and Event Sponsorship. T.J. Reynolds, Assessing the Existential Validity of the Bowl Championship Series Rankings. F. Riedmueller, Service Quality Perceived by Fans at Professional Sporting Events. R.Z. Finney, R. Lacey, A.G. Close, Event Marketing and Sponsorship: Lessons Learned from the Tour De Georgia Cycling Races.

  • the pivotal roles of product knowledge and corporate social responsibility in Event sponsorship effectiveness
    Journal of Business Research, 2010
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney
    Abstract:

    The authors apply consumer theories of cognition to Event Marketing specifically in relation to corporate sponsorships. Upon conducting field surveys with attendees (n = 1636) at an international sporting Event with a multinational sponsor, the authors demonstrate the pivotal roles that 1) attendees' knowledge regarding the sponsor's product, and 2) perception of the sponsor's commitment to corporate social responsibility have on successful Event sponsorship. Specifically, structural model results show how attendees' knowledge of the Event sponsor's products and perceptions of the sponsor as socially responsible enhance attendees' commitment to the sponsor and intentions to purchase the sponsor's products. These results provide scholars and managers with means of improving Event Marketing communications.

  • an imc approach to Event Marketing the effects of sponsorship and experience on customer attitudes
    Journal of Advertising Research, 2006
    Co-Authors: Julie Z. Sneath, Zachary R Finney, Angeline G. Close
    Abstract:

    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 manufacturer9s 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 company9s promotional mix and indicate that experience with the sponsor9s 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.

Zachary R Finney - One of the best experts on this subject based on the ideXlab platform.

  • the pivotal roles of product knowledge and corporate social responsibility in Event sponsorship effectiveness
    Social Science Research Network, 2012
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney
    Abstract:

    The authors employ consumer theories of cognition into the Event Marketing context. Upon gathering field surveys from attendees (n=1,636) at an international sporting Event with a multinational sponsor, the authors demonstrate the pivotal roles that attendees’ knowledge regarding the sponsor’s product and perceived corporate social responsibility play in successful Event sponsorship. Specifically, structural model results show how attendees’ knowledge of the Event sponsor’s products and perceptions of the sponsor as socially responsible enhance attendees’ commitment to the sponsor and intentions to purchase the sponsor’s products. These results provide scholars and managers with means of improving Event Marketing communications.

  • engaging the consumer through Event Marketing linking attendees with the sponsor community and brand
    2012
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney, Julie Z. Sneath
    Abstract:

    With an on-site study at a sponsored Event, we construct and test competing models to examine the relationship between Event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness in the area of the sponsored Event and knowledge of the sponsor’s products positively influence the attendee’s desire that a sponsor be involved with the community. Then, we show that attendees who are more community-minded have a more positive opinion of the sponsor as a result of their Event experience; a better opinion of the sponsor contributes to increased intentions to purchase the sponsor’s products. Results from this framework indicate that Event Marketing, in conjunction with consumers who are enthusiastic, active, and knowledgeable about the sponsor and Event, serves as a valuable lever to engage the consumer.

  • the pivotal roles of product knowledge and corporate social responsibility in Event sponsorship effectiveness
    Journal of Business Research, 2010
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney
    Abstract:

    The authors apply consumer theories of cognition to Event Marketing specifically in relation to corporate sponsorships. Upon conducting field surveys with attendees (n = 1636) at an international sporting Event with a multinational sponsor, the authors demonstrate the pivotal roles that 1) attendees' knowledge regarding the sponsor's product, and 2) perception of the sponsor's commitment to corporate social responsibility have on successful Event sponsorship. Specifically, structural model results show how attendees' knowledge of the Event sponsor's products and perceptions of the sponsor as socially responsible enhance attendees' commitment to the sponsor and intentions to purchase the sponsor's products. These results provide scholars and managers with means of improving Event Marketing communications.

  • an imc approach to Event Marketing the effects of sponsorship and experience on customer attitudes
    Journal of Advertising Research, 2006
    Co-Authors: Julie Z. Sneath, Zachary R Finney, Angeline G. Close
    Abstract:

    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 manufacturer9s 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 company9s promotional mix and indicate that experience with the sponsor9s 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.

  • an imc approach to Event Marketing the effects of sponsorship and experience on customer attitudes
    Journal of Advertising Research, 2006
    Co-Authors: Julie Z. Sneath, Zachary R Finney, Angeline G. Close
    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.

Julie Z. Sneath - One of the best experts on this subject based on the ideXlab platform.

  • engaging the consumer through Event Marketing linking attendees with the sponsor community and brand
    2012
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney, Julie Z. Sneath
    Abstract:

    With an on-site study at a sponsored Event, we construct and test competing models to examine the relationship between Event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness in the area of the sponsored Event and knowledge of the sponsor’s products positively influence the attendee’s desire that a sponsor be involved with the community. Then, we show that attendees who are more community-minded have a more positive opinion of the sponsor as a result of their Event experience; a better opinion of the sponsor contributes to increased intentions to purchase the sponsor’s products. Results from this framework indicate that Event Marketing, in conjunction with consumers who are enthusiastic, active, and knowledgeable about the sponsor and Event, serves as a valuable lever to engage the consumer.

  • an imc approach to Event Marketing the effects of sponsorship and experience on customer attitudes
    Journal of Advertising Research, 2006
    Co-Authors: Julie Z. Sneath, Zachary R Finney, Angeline G. Close
    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.

  • an imc approach to Event Marketing the effects of sponsorship and experience on customer attitudes
    Journal of Advertising Research, 2006
    Co-Authors: Julie Z. Sneath, Zachary R Finney, Angeline G. Close
    Abstract:

    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 manufacturer9s 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 company9s promotional mix and indicate that experience with the sponsor9s 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.

  • Engaging the consumer through Event Marketing: Linking attendees with the sponsor, community, and brand
    Journal of Advertising Research, 2006
    Co-Authors: Angeline G. Close, R. Zachary Finney, Russell Z. Lacey, Julie Z. Sneath
    Abstract:

    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. We show that an attendee's enthusiasm and activeness in the area of the sponsored Event and knowledge of the sponsor's products positively influence the attendee's desire that a sponsor be involved with the community. Then, we show that attendees who are more community-minded have a more positive opinion of the sponsor as a result of their Event experience; a better opinion of the sponsor contributes to increased intentions to purchase the sponsor's products. Results from this framework indicate that Event Marketing, in conjunction with consumers who are enthusiastic, active, and knowledgeable about the sponsor and Event, serves as a valuable lever to engage the consumer.

Russell Lacey - One of the best experts on this subject based on the ideXlab platform.

  • the pivotal roles of product knowledge and corporate social responsibility in Event sponsorship effectiveness
    Social Science Research Network, 2012
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney
    Abstract:

    The authors employ consumer theories of cognition into the Event Marketing context. Upon gathering field surveys from attendees (n=1,636) at an international sporting Event with a multinational sponsor, the authors demonstrate the pivotal roles that attendees’ knowledge regarding the sponsor’s product and perceived corporate social responsibility play in successful Event sponsorship. Specifically, structural model results show how attendees’ knowledge of the Event sponsor’s products and perceptions of the sponsor as socially responsible enhance attendees’ commitment to the sponsor and intentions to purchase the sponsor’s products. These results provide scholars and managers with means of improving Event Marketing communications.

  • engaging the consumer through Event Marketing linking attendees with the sponsor community and brand
    2012
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney, Julie Z. Sneath
    Abstract:

    With an on-site study at a sponsored Event, we construct and test competing models to examine the relationship between Event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness in the area of the sponsored Event and knowledge of the sponsor’s products positively influence the attendee’s desire that a sponsor be involved with the community. Then, we show that attendees who are more community-minded have a more positive opinion of the sponsor as a result of their Event experience; a better opinion of the sponsor contributes to increased intentions to purchase the sponsor’s products. Results from this framework indicate that Event Marketing, in conjunction with consumers who are enthusiastic, active, and knowledgeable about the sponsor and Event, serves as a valuable lever to engage the consumer.

  • the pivotal roles of product knowledge and corporate social responsibility in Event sponsorship effectiveness
    Journal of Business Research, 2010
    Co-Authors: Russell Lacey, Angeline G. Close, Zachary R Finney
    Abstract:

    The authors apply consumer theories of cognition to Event Marketing specifically in relation to corporate sponsorships. Upon conducting field surveys with attendees (n = 1636) at an international sporting Event with a multinational sponsor, the authors demonstrate the pivotal roles that 1) attendees' knowledge regarding the sponsor's product, and 2) perception of the sponsor's commitment to corporate social responsibility have on successful Event sponsorship. Specifically, structural model results show how attendees' knowledge of the Event sponsor's products and perceptions of the sponsor as socially responsible enhance attendees' commitment to the sponsor and intentions to purchase the sponsor's products. These results provide scholars and managers with means of improving Event Marketing communications.

Bernd H. Schmitt - One of the best experts on this subject based on the ideXlab platform.