Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement

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dc.cclicenceCC-BY-NCen
dc.contributor.authorWohlfeil, Markus
dc.contributor.authorWhelan, Susan
dc.date.acceptance2005-04-30
dc.date.accessioned2019-04-09T09:33:23Z
dc.date.available2019-04-09T09:33:23Z
dc.date.issued2006-03-30
dc.descriptionThe Publisher's final version can be found by following the URI link.en
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’ motivations to participate in marketing-events are 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
dc.funderNo external funderen
dc.identifier.citationWohlfeil, M. and Whelan, S. (2006) Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement. European Advances in Consumer Research, 7, pp. 125-131.en
dc.identifier.issn0915-5524
dc.identifier.urihttp://acrwebsite.org/volumes/13689/eacr/vol7/E-07
dc.identifier.urihttps://www.dora.dmu.ac.uk/handle/2086/17690
dc.language.isoenen
dc.peerreviewedYesen
dc.projectidN/Aen
dc.publisherAssociation for Consumer Researchen
dc.subjectEvent-Marketingen
dc.subjectExperiential Marketingen
dc.subjectExperiential Consumptionen
dc.subjectConsumer Involvementen
dc.subjectConsumer-Brand Experiencesen
dc.subjectMotivationsen
dc.titleConsumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvementen
dc.typeArticleen

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