Julie Z. Sneath

An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes

ABSTRACT The number of companies sponsoring events has increased over the past decade. Yet, for many firms it is unclear how the effectiveness of event marketing activities can be measured. The study examines outcomes associated with an automobile manufacturers sponsorship of a six-day charitable sporting event. Data for the study were collected from a sample of 565 spectators in five cities during the six-day event. Results provide evidence for inclusion of event marketing in the companys promotional mix and indicate that experience with the sponsors products during the event may enhance event outcomes. The role of event marketing as a form of communication is discussed, and recommendations and directions for future research are suggested.

Engaging the Consumer Through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand

ABSTRACT With an on-site study at a sponsored event, we construct and test competing models to examine the relationship among event attendees, sponsorship, community involvement, and the title sponsors brand with respect to purchase intentions. We show that an attendees enthusiasm and activeness in the area of the sponsored event and knowledge of the sponsors products positively influence the attendees desire that a sponsor be involved with the community. Then, we show that attendees who are more community-minded have a more positive opinion of the sponsor as a result of their event experience; a better opinion of the sponsor contributes to increased intentions to purchase the sponsors products. Results from this framework indicate that event marketing, in conjunction with consumers who are enthusiastic, active, and knowledgeable about the sponsor and event, serves as a valuable lever to engage the consumer.

Customer loyalty programs: are they fair to consumers?

Purpose – The purpose of this paper is to examine the fairness of loyalty programs to consumers regarding two emerging criticisms of loyalty programs: discriminating value proposition segmentation and potential exploitation of captured personal information.Design/methodology/approach – Equity theory and exchange theory are the theoretical foundations used for evaluation of the aspects of loyalty program fairness.Findings – First, through the application of equity theory, firms can more effectively recognize and reward more valuable customers without alienating less valuable customers. Second, through the use of exchange theory, firms can secure authorization to collect and use individual customer information from customers in exchange for enhanced value proposition offerings via loyalty programs. Loyalty programs can induce customers to give up their personal information in exchange for benefits they would not otherwise receive. Marketers use the higher level of benefits available through loyalty programs...

Liminality and Consumption in the Aftermath of a Natural Disaster

Purpose – This study seeks to examine how event‐induced outcomes impact consumption attitudes and buying behavior by surveying victims at distinct intervals following Hurricane Katrina, the largest natural disaster in US history.Design/methodology/approach – Using van Genneps liminal transitions framework and Belks conceptualization of possessions and sense of self, the authors present findings from three studies: depth interviews of 21 victims conducted eight weeks after the storm; an online study of 427 victims that was conducted eight months following the storm; and a follow‐up online study of 176 victims that took place three years after the first online survey.Findings – The results suggest that when significant life transitions occur, consumption behavior helps to facilitate the process and serves as a marker for each stage.Research limitations/implications – Because many of the US Gulf Coast regions residents still struggle to cope with the devastation wrought by the storm, the situation offers ...

Marketing cardiopulmonary resuscitation and defibrillation training programs to nontraditional responders

Purpose – To illustrate the challenges involved in communicating cardiopulmonary resuscitation (CPR) and defibrillation information and providing lay person training to improve the chance of survival for persons suffering out‐of‐hospital cardiac arrest.Design/methodology/approach – A sample of 78 lay persons employed by manufacturing firms in an industrial park were surveyed and asked to identify their attitudes toward and knowledge of lifesaving techniques and willingness to participate in CPR and AED training programs.Findings – Findings suggest that most employees were interested in learning how to administer CPR and defibrillation. However, few had received training. The data also showed that training and relationship with a victim are determinants of level of comfort and willingness to engage in behaviors that would save a life.Research limitations/implications – Results are not necessarily representative of all programs or employees in industrial settings. Sample is US based, which may limit its gen...

High‐tech or high‐touch positioning for the regional business market: the case of County Community Bank

County Community Bank (CCB), the largest community bank in the state of Mississippi, built its success in the regional business market through relationship marketing and a high‐touch approach. However, by the mid‐1990s, CCB management began to believe that its image as “a small town bank” would be detrimental to future success. To be better aligned with new national competition, an image change was undertaken whereby the bank shifted its competitive advantage to include the area of technology, eventually becoming one of the most technologically aggressive banks in the state, and even the region. Had CCB become too product‐driven in its business‐to‐business marketing decisions, or were they still customer‐driven? Had the changes resulted in the intended outcomes? Consequently, CCB commissioned a market research study in which current business customers were surveyed. The results of this study are presented. This case ends with discussion questions that will assist in guiding the instructor and students in the interpretation of the research results and, ultimately, in making recommendations to the bank regarding how best to attract and manage business customers.

Community-based destination governance in a developing economy: the Jamaican experience.

Utilizing a destination governance and social capital conceptual framework, the research examines opinions concerning goals and outcomes in regards to the Jamaican Ministry of Tourisms Ten-Year Master Plan to enhance tourism and increase shared governance. In addition to secondary sources of information, researchers use primary data obtained through an email survey sent to 540 Jamaican managers and executives, 18.3% of whom (n = 99) completed the survey. Study findings may be deemed contrary to destination governance theory and best practices. However, upon closer examination, they are wholly consistent with theory and models that examine governance issues in developing nations. Arguably, Jamaica tourism may not be ready to fully embrace a network-based model of destination governance, but instead is in the process of evolving toward that model. The findings should be useful for the Jamaican and other developing nations tourism industries. Further, it should spark discussion regarding governance differences between developing versus developed destinations.

Status and influence in virtual communities: an examination of interactions between followers of a video blog

It is important for organisations to understand why their customers participate in virtual communities, the groups in which they participate, and the interactions that occur. This information can offer insight into how social media might be used to build brands and strengthen marketing communications programs. Although groups are comprised of members who strive to belong, individuals also have a fundamental need to distinguish themselves from others. Using blog entries submitted over a nine-week period by followers of a Ustream.tv live broadcast of Shiba Inu puppies, the research examines motives for participation, and identifies sources of differentiation within the group and their relationship to status and attempts to influence others. Evidence of subgroups is found, and comments posted by members suggest the potential for influence in messages that are not company-initiated.