Application of a model for the effectiveness of event marketing

Journal of Advertising Research

Volumn 47, Issue 3, 2007, Pages 283-299

  Martensen, Anne ^a   Grønholdt, Lars ^a   Bendtsen, Lars ^b   Jensen, Martin Juul ^a  

^a Department of International Economics and Management   (Denmark)

^b MEC Sponsorship Copenhagen ^*

Author keywords

[No Author keywords available]

Indexed keywords

EID: 70350584895     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849907070316     Document Type: Article

References (62)

1. BACOZZI, R. P. Causal Models in Marketing. New York: Wiley, 1980.
2. BELCH, G. E., AND M. A. BELCH. Advertising and Promotion: An Integrated Marketing Communications Perspective, 7th ed. New York: McGrawHill/ Irwin, 2007.
3. BOLLEN, K. A. Structural Equations with Latent Variables. New York: John Wiley, 1989.
4. CHIN, W. W. "The Partial Least Squares Approach to Structural Equation Modeling." In Modern Methods for Business Research, G. A. Marcoulides, ed. Mahwah, NJ: Lawrence Er- lbaum Associates, 1998.
5. DAMASIO, A. R. Descarte's Error: Emotion, Reason and the Human Brain. New York: Gosset/ Putnam Press, 1994.
6. -. The Feeling of What Happens: Body, Emotion and the Making of Consciousness. London, U.K.: Vintage 2000.
7. -. Looking for Spinoza: Joy, Sorrow, and the Feeling Brain. Orlando, FL: Harcourt Books 2003.
8. DESMET, P. M. Seminar notes from a seminar on Measuring and Understanding Product Emotions he taught at Copenhagen Business School, October 13, 2005. Copenhagen, Denmark: Center for Marketing Communication, Department of Marketing, Copenhagen Business School, 2005.
9. -, R. PORCELIJN, AND M. B. DIJK. "How to Design WOW Introducing a Layered-Emotional Approach," presented at the DDPI Conference, October 2005. Eindhoven, The Netherlands: Department of Industrial Design, Delft University of Technology, 2005.
10. DU PLESSIS, E. The Advertised Mind. London, U.K.: Kogan Page, 2005.
11. EPSI Rating. Pan European Report 2002: Customer Satisfaction in Europe. Stockholm, Sweden: European CSI Editorial Board, 2003: [URL: www.epsi-rating.com].
12. FORNELL, C. A Second Generation of Multivariate Analysis. New York: Praeger, 1982.
13. -, and F. L. BOOKSTEIN. "Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory." Journal of Marketing Research 19, 4 (1982): 440-452
14. -, and J. CHA. "Partial Least Squares." In Advanced Methods of Marketing Research, R. P. Bagozzi, ed. Cambridge, MA: Blackwell, 1994.
15. -, M. D. JOHNSON, E. W. ANDERSON, J. CHA, AND B. E. BRYANT. "The American Customer Satisfaction Index: Nature, Purpose, and Findings." Journal of Marketing 60, 4 (1996): 7-18.
16. -, and D. F. LARCKER. "Evaluating Structural Equation Models with Unobservables and Measurement Error." Journal of Marketing Research 18, 1 (1981): 39-50.
17. FRANZEN, G., AND M. BOUWMAN. The Mental World of Brands: Mind, Memory and Brand Success. Henley-on-Thames, Oxfordshire, U.K.: World Advertising Research Center (WARC), 2001.
18. GUPTA, S. "Event Marketing: Issues and Challenges." IIMB Management Review 15, 2 (2003): 87-96.
19. HA, L. "Observations: Advertising Clutter in Consumer Magazines: Dimensions and Effects." Journal of Advertising Research 36, 4 (1996): 76-84.
20. HAIR, J. E, B. BLACK, B. BABIN, R. E. ANDERSON, AND R. L. TATIIAM. Multivariate Data Analysis, 6th ed. Upper Saddle River, NJ: Prentice Hall, 2006.
21. Hansen, F. "Quantifying Creative Contributions: Advertising Pretesting's New Generation." Proceedings from ESOMAR Congress, Edinburgh, September 1997.
22. -. Testing Communication Effects. Research Paper No 2 1998. Copenhagen, Denmark: Department of Marketing, Copenhagen Business School 1998.
23. -. "Distinguishing between Feelings and Emotions in Understanding Communication Effects." Journal of Business Research 58, 10 (2005): 1426-1436
24. -. "Emotional Responses: A New Paradigm in Communication Research." Proceedings of the 35th EMAC Conference, Athens, Greece, May 23-26, 2006. Athens, Greece: Department of Marketing and Communication, Athens University of Economics and Business and EMAC (European Marketing Academy), 2006.
25. -, and S. R. CHRISTENSEN. Emotions, Advertising and Consumer Choice. Copenhagen, Denmark: Copenhagen Business School Press, 2007.
26. -, and L. Y. HANSEN. "The Nature of Central and Poripheral Advertising Information Processing." In Branding and Advertising, F. Hansen, and L. B. Christensen, ed. Copenhagen, Denmark: Copenhagen Business School Press, 2003.
27. -, L. PERCY, AND M. H. HANSEN. Consumer Choice Behaviour: An Emotional Theory. Research Paper No. 1, 2004. Copenhagen, Denmark: Department of Marketing, Copenhagen Business School, 2004.
28. HEATH, R. the Hidden Power of Advertising: How Low Involvement Processing Influences the Way in Wliich We Choose Brands, Admap Monograph No. 7. Henley-on-Thames, Oxfordshire, U.K.: Admap Publications, 2001.
29. HULLAND, J. "Use of Partial Least Squares (PLS) in Strategic Management Research: A Review of Four Recent Studies." Strategic Management Journal 20, 2 (1999): 195-204.
30. IZARD, C. E. Human Emotions. New York: Plenum, 1977.
31. KELLER, K. L. Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands, Working Paper, Report No. 01-107, Marketing Science Institute (MSI), Cambridge, Massachusetts, 2001a.
32. -. "Building Customer-Based Brand Equity." Marketing Management 10, 2 (2001b): 15-19.
33. -. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd ed. Upper Saddle River, NJ: Pearson Education, Prentice Hall 2003.
34. LE DOUX, J. The Emotional Brain. London: Phoenix, 1998.
35. -. Synaptic Self: How Our Brains Become Who We Are New York: Viking 2002.
36. LINDSTROM, M. Brand Sense: How to Build Powerful Brands through Touch'; Taste, Smell, Sight and Sound. London: Kogan Page, 2005.
37. MALHOTRA, N. K., AND D. F. BIRKS. Marketing Research: An Applied Approach, Updated Second European Edition. Harlow, U.K.: Financial Times/Prentice Hall, 2006.
38. Marketing News "Event Marketing." Marketing News 40, 5 (2006) 16-19.
39. MARTENSEN, A., AND F. HANSEN. "Modelling Emotional and Attitudinal Evaluations of Major Sponsors." Proceedings of the 3rd International Conference on Research in Advertising (ICORIA), Oslo, June 6-8, 2004. Sandvika, Norway: Handelshoyskolen BI. Also Research Paper No. 4, 2004. Copenhagen, Denmark: Department of Marketing, Copenhagen Business School, 2004.
40. MEENAGHAN, T. "Understanding Sponsorship Effects." Psychology & Marketing 18, 2 (2001): 95-122.
41. MEHRABIEN, A., AND J. A. RUSSELL. An Approach to Environmental Psychology. Cambridge, MA: MIT Press, 1974.
42. NUNNALLY, J. C. Psychometric Theory, 2nd ed. New York: McGraw-Hill, 1978.
43. PERCY, L., F. HANSEN, AND R. RANDRUP. "Emotional Responses to Brands and Product Categories." Proceedings of the ESOMAR Congress, September 2004. Also Research Paper No. 8. Copenhagen, Denmark: Department of Marketing, Copenhagen Business School, 2004.
44. PLUTCHIK, R. Emotion: A Psychoevolutionary Synthesis. New York: Harper & Row, 1980.
45. PUTREVU, S., AND K. R. LORD. "Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions." Journal of Advertising 23, 2 (1994): 77-91.
46. REICHHELD, F. F. "The One Number You Need to Growth." Harvard Business Review 81, 12 (2003): 46-54.
47. RICHINS, M. L. "Measuring Emotions in the Consumption Experience." Journal of Consumer Research 24, 2 (1997): 127-146
48. RIGDON, E. E. "Structural Equation Modelling." In Modern Methods for Business Research, G. A. Marcoulides, ed. Mahwah, NJ: Lawrence Erlbaum Associates, 1998.
49. RINGLE, C. M., S. WENDE, AND A. WILL. Smart- PLS, Release 2.0. Hamburg, Germany: University of Hamburg, 2005: [URL: www.smartpls.de].
50. ROBERTSON, T. "Low-Commitment Consumer Behavior." Journal of Advertising Research 16, 2 (1976): 19-26.
51. ROBINSON, J. P., P. R. SHAWER, AND L. S. WRIGHTS- MAN. "Criteria for Scale Selection and Evaluation." In Measures of Personality and Social Psychological Attitudes, J. P. Robinson, P. R. Shawer, and L. S. Wrightsman, eds. San Diego, CA: Academic Press, 1991.
52. ROSSITER, J. R., AND L. PERCY. Advertising Communications and Promotion Management. New York: McGraw-Hill, 1987.
53. SCHLINGER, J. M. "A Profile of Responses to Commercials." Journal of Advertising Research 19, 2 (1979): 37-46.
54. SHAVER, P., J. SCHWARTZ, D. KIRSON, AND C. O'CONNOR. "Emotion Knowledge: Further Exploration of a Prototype Approach." Journal of Personality and Social Psychology 52, 6 (1987): 1061-1086
55. SNEATH, J. Z., R. Z. FINNEY, AND A. G. CLOSE. "An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes." Journal of Advertising Research 45, 4 (2005): 373-381
56. SOLOMON, M., G. BAMOSSY, AND S. ASKEGAARD. Consumer Behaviour: A European Perspective, 2nd ed. Harlow, U.K.: Financial Times/Prentice Hall, 2002.
57. TNS Gallup. TNS Gallup Brand Measure 2003. Copenhagen, Denmark: TNS Gallup, 2003.
58. VAUGHN, R. "How Advertising Works: A Planning Model." Journal of Advertising Research 20, 5 (1980): 27-33.
59. WILKIE, W. L. Consumer Behavior, 2nd ed. New York: Wiley, 1990.
60. WOLD, H. "Path Models with Latent Variables: The NIPALS Approach." In Quantitative Sociology: International Perspectives on Mathematical and Statistical Modeling, H. M. Blalock, A. Aganbegian, F. M. Borodkin, R. Boudon, and V. Cappecchi, eds. New York: Academic Press, 1975.
61. ZAICHKOWSKY, J. L. "Measuring the Involvement Construct." Journal of Consumer Research 12, 3 (1985): 341-352
62. -. "Conceptualizing Involvement." Journal of Advertising 15, 2 (1986): 4-14.