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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Consumer Motivations to Participate in Event-Marketing Strategies
Authors: Wohlfeil, Markus
Whelan, Susan
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Keywords: event-marketing
experiential marketing
consumer-brand relationships
Adidas Predator Cup
Adidas Goes Street
consumer motivations
situational motvations
predispositional motivations
consumer involvement
Issue Date: 2006
Publisher: Westburn Publishers
Citation: Wohlfeil M & Whelan S (2006) Consumer Motivations to Participate in Event-Marketing Strategies, Journal of Marketing Management, 22 (5-6), pp. 643-669.
Abstract: As part of the Adidas goes street-campaign, the Adidas Predator Cup was a fun-soccer tournament designed to "reconnect the youth in Germany with Adidas and the soccer sport by enjoying the pure fun, fieedom and personal happiness of playing an informal soccer match with friends". Despite knowing that the Adidas Predator Cup was designed to communicate the same commercial messages they would have actively avoided otherwise, the young target audience participated in large numbers in this event-marketing strategy. The current study investigates why young consumers are motivated in such large numbers to experience the hyperreality of the Adidas soccer brand by feeling for an afiernoon like being Ronaldinho, Beckham, Ballack or Keane. Using Wohlfeil and Whelan's conceptual model, four predispositional involvement dimensions are identified as motivational drivers and tested, before interesting results are discussed.
Type: Journal Article
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Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Marketing and Retail Division
Waterford Institute of Technology

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