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

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 sport...

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Veröffentlicht in:	Journal of advertising research 2005-12, Vol.45 (4), p.373-381
Hauptverfasser:	SNEATH, JULIE Z., FINNEY, R. ZACHARY, CLOSE, ANGELINE GRACE
Format:	Artikel
Sprache:	eng
Schlagworte:	Automobile industry Consumer attitudes Corporate sponsorship Event marketing Management Marketing Special events Sports marketing Statistical analysis Studies
Online-Zugang:	Volltext
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