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dc.contributor.authorWohlfeil, Markusen_UK
dc.contributor.authorWhelan, Susanen_UK
dc.description.abstractConfronted 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.en_UK
dc.publisherAssociation for Consumer Researchen_UK
dc.relationWohlfeil M & Whelan S (2006) Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement. In: European Advances in Consumer Research. European Advances in Consumer Research, 7. Association for Consumer Research, pp. 125-131.
dc.relation.ispartofseriesEuropean Advances in Consumer Research, 7en_UK
dc.rightsThe 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.en_UK
dc.subjectexperiential marketingen_UK
dc.subjectmarketing communicationsen_UK
dc.subjectconsumer-brand relationshipsen_UK
dc.subjectconsumer motivationsen_UK
dc.subjectconsumer involvementen_UK
dc.subjectsituational involvementen_UK
dc.subjectpredispositional involvementen_UK
dc.titleConsumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvementen_UK
dc.typeConference Paperen_UK
dc.rights.embargoreason[Consumer Motivations to Participate in Marketing-Events (EACR).pdf] The publisher has not yet responded to our queries. This work cannot be made publicly available in this Repository therefore there is an embargo on the full text of the work.en_UK
dc.type.statusVoR - Version of Recorden_UK
dc.citation.btitleEuropean Advances in Consumer Researchen_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.contributor.affiliationWaterford Institute of Technologyen_UK
rioxxterms.typeConference Paper/Proceeding/Abstracten_UK
local.rioxx.authorWohlfeil, Markus|0000-0002-1007-8456en_UK
local.rioxx.authorWhelan, Susan|en_UK
local.rioxx.projectInternal Project|University of Stirling|
local.rioxx.filenameConsumer Motivations to Participate in Marketing-Events (EACR).pdfen_UK
Appears in Collections:Marketing and Retail Conference Papers and Proceedings

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