|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Like Being a Guinness Drop in a Freshly-Poured Pint: Consumer Motivations to Participate in the Guinness Storehouse|
|Citation:||Wohlfeil M & Whelan S (2007) Like Being a Guinness Drop in a Freshly-Poured Pint: Consumer Motivations to Participate in the Guinness Storehouse, Marketing Review, 7 (3), pp. 283-300.|
|Abstract:||Due to the decreasing effectiveness of class marketing communications, eventmarketing has enjoyed a growing popularity across Europe among marketers and customers alike. While event-marketing strategies in earlier years were primarily built around marketing-events, brand lands have nowadays become a popular and more permanent alternative. The Guinness Storehouse in the centre of Dublin is such a brand land, which was designed to reconnect the Guinness brand with an increasingly alienated younger target audience and to rejuvenate the brand image. The current study investigates what exactly motivates over 1 million consumers each year to experience the hyperreality of the Guinness brand by feeling oneself like a drop in a freshly-poured pint of Guinness. Using Wohlfeil and Whelan’s (2006) conceptual model, four predispositional involvement dimensions are identified and tested to what extent they predicted the situational involvement in the Guinness Storehouse and the subsequent motivation to participate. The surprising results are then discussed.|
|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.|
|Like Being a Drop in a Freshly-Poured Guinness Pint.pdf||140.63 kB||Adobe PDF||Under Embargo until 31/12/2999 Request a copy|
Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.
This item is protected by original copyright
Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.
If you believe that any material held in STORRE infringes copyright, please contact firstname.lastname@example.org providing details and we will remove the Work from public display in STORRE and investigate your claim.