Congruency and Engagement Test in an Event Marketing Sponsorship Context

Authors

James Pokrywczynski, Marquette UniversityFollow
David L. Brinker, Marquette UniversityFollow

Document Type

Article

Language

eng

Format of Original

13 p.

Publication Date

6-2014

Publisher

Taylor & Francis

Source Publication

Journal of Promotion Management

Source ISSN

1049-6491

Original Item ID

doi: 10.1080/10496491.2014.908799

Abstract

Intercept survey data collected at a medium-size Midwestern ethnic festival are used to assess how top-of-mind and aided brand recall are influenced by ethnic congruence among attendees, brand sponsors, and the event, and by the use of passive or engaging sponsor tactics. The results are contextualized by the Elaboration Likelihood Model. Attendees who identify as ethnically congruent are shown to perform significantly better on the aided brand recall instrument. Engaging tactics are shown to produce higher brand recall than passive tactics, as well as more favorable evaluations and higher purchase intent.

Comments

Accepted version. Journal of Promotion Management, Vol. 20, No. 3 (May/June 2014): 345-357. DOI. © 2014 Taylor & Francis (Routledge). Used with permission.

Recommended Citation

Pokrywczynski, James and Brinker, David L., "Congruency and Engagement Test in an Event Marketing Sponsorship Context" (2014). College of Communication Faculty Research and Publications. 253.
https://epublications.marquette.edu/comm_fac/253