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dc.contributor.authorWohlfeil, Markus-
dc.contributor.authorWhelan, Susan-
dc.description.abstractAs 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.en_UK
dc.publisherWestburn Publishers-
dc.relationWohlfeil M & Whelan S (2006) Consumer Motivations to Participate in Event-Marketing Strategies, Journal of Marketing Management, 22 (5-6), pp. 643-669.-
dc.rightsThe 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.-
dc.subjectexperiential marketingen_UK
dc.subjectconsumer-brand relationshipsen_UK
dc.subjectAdidas Predator Cupen_UK
dc.subjectAdidas Goes Streeten_UK
dc.subjectconsumer motivationsen_UK
dc.subjectsituational motvationsen_UK
dc.subjectpredispositional motivationsen_UK
dc.subjectconsumer involvementen_UK
dc.titleConsumer Motivations to Participate in Event-Marketing Strategiesen_UK
dc.typeJournal Articleen_UK
dc.rights.embargoreasonThe publisher does not allow this work to be made publicly available in this Repository therefore there is an embargo on the full text of the work.-
dc.citation.jtitleJournal of Marketing Management-
dc.type.statusPublisher version (final published refereed version)-
dc.contributor.affiliationMarketing and Retail Division-
dc.contributor.affiliationWaterford Institute of Technology-
Appears in Collections:Marketing and Retail Journal Articles

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