کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018592 940354 2010 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness
چکیده انگلیسی

The authors apply consumer theories of cognition to event marketing specifically in relation to corporate sponsorships. Upon conducting field surveys with attendees (n = 1636) at an international sporting event with a multinational sponsor, the authors demonstrate the pivotal roles that 1) attendees' knowledge regarding the sponsor's product, and 2) perception of the sponsor's commitment to corporate social responsibility have on successful event sponsorship. Specifically, structural model results show how attendees' knowledge of the event sponsor's products and perceptions of the sponsor as socially responsible enhance attendees' commitment to the sponsor and intentions to purchase the sponsor's products. These results provide scholars and managers with means of improving event marketing communications.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 63, Issue 11, November 2010, Pages 1222–1228
نویسندگان
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