Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/22074
Appears in Collections:Marketing and Retail Conference Papers and Proceedings
Peer Review Status: Refereed
Authors: Wohlfeil, Markus
Whelan, Susan
Contact Email: markus.wohlfeil@stir.ac.uk
Title: Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement
Citation: Wohlfeil M & Whelan S (2006) Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement In: European Advances in Consumer Research, Association for Consumer Research, pp. 125-131.
Issue Date: 2006
Series/Report no.: European Advances in Consumer Research, 7
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 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.
Type: Conference Paper
Status: Publisher version
Rights: The publisher has not yet responded to our queries therefore this work cannot 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.
URI: http://hdl.handle.net/1893/22074
URL: http://www.acrwebsite.org/volumes/eacr/vol7/EuropeanVolume7_16.pdf
Affiliation: Marketing and Retail Division
Waterford Institute of Technology

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