Life event theory, Depression, Coping, Impulsive buying, Compulsive buying,

No 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 manufacturer's 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 company's promotional mix and indicate that experience with the sponsor's 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.

PurposeThis 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/approachUsing van Gennep's liminal transitions framework and Belk's 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.FindingsThe 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/implicationsBecause many of the US Gulf Coast region's residents still struggle to cope with the devastation wrought by the storm, the situation offers a unique opportunity to investigate short‐ and long‐term effects of a single catastrophic event on consumers' view of possessions and subsequent consumption behavior.Practical implicationsThe studies conducted by the researchers provide insight about the impact of stress and loss on natural disaster victim's purchasing behavior, both in the weeks and months following the storm as well as more than three years later.Originality/valueThe study explores the role of consumption in coping and recovery after a natural catastrophic event. It uses a historic US natural disaster to examine how emotional distress and associated loss of possessions have impacted victims' lives, attitudes, and buying behaviors.

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 as a form of compensation to customers for sharing personal information. Practical implications-Customer loyalty programs that are equitably administered and thoroughly communicated will be perceived favorably by consumers. Originality/value-This paper marks the first study to examine the issue of consumer fairness as it relates to how firms use loyalty programs to collect proprietary information and differentiate value propositions among customer segments. The findings can be used by managers to strengthen the marketing position of the firm through a loyalty program without compromising on their customers' perceptions of fairness.