Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

Abstract

The importance of sponsorship as a marketing communications tool is well recognized in the event literature. Despite the growth in event sponsorship investments and the increasing importance of the role of the venue in event planning, there is still a lack of research on the impact of event venue satisfaction on sponsorship outcomes. Thus, the objective of the present study is to analyze the effect of event venue satisfaction on sponsor image, and, in particular, to verify if attendee satisfaction with the venue has a positive effect on sponsor recall, attitude, and purchase intention. The article presents the results of a survey conducted during the International Rome Film Festival, which takes place annually at the Rome Auditorium. Results suggest that attendee satisfaction with venues affects attitudes toward the sponsors and sponsor-related purchase intention, while sponsor awareness is not affected. The main contribution of the article is the development of a comprehensive model of event sponsorship evaluation, in which traditional sponsorship outcomes are considered in light of attendee satisfaction and quality of services in the sponsor-related exclusive venue zones.

The Influence of Social Media Communication on Consumer's Attitudes and Behavioral Intentions Concerning Brand-Sponsored Events

“…Further, H4 and H5 investigated the direct effect of brand attitude and event attitude on consumers' behavioral intentions to participate in a brand-sponsored event. The hypothesized effects were built on the evidence that consumers elaborate behavioral intentions regarding the objects towards which they hold positive evaluations (Brown & Stayman, 1992;Michelini et al, 2017). This argument helped to validate the effects of event attitude on consumers' behavioral intentions to participate in brand-sponsored events.…”

“…E. Smith & Swinyard, 1983), finding support on the reasoning that consumers tend to behave consistently with their personal judgment (R. E. Smith & Swinyard, 1983). According to that, consumers elaborate behavioral intentions from the objects towards which they hold positive evaluations (Brown & Stayman, 1992;Michelini, Iasevoli, & Theodoraki, 2017).…”

Critical Event Studies: Issues and Perspectives

“…Park and Park (2017) found themes that dominated the research published between 1998 and 2013-namely those of destination, management, and marketing themes. These have usually involved discussion of the roles events play in destination marketing (Knott, Fyall, & Jones., 2017;Sant et al, 2013;Werner, Dickson & Hyde, 2016), providing memorable experiences (Beard & Russ, 2017), and its impacts on destinations and venues (Michelini, Iasevoli, & Theodoraki, 2017;Testa & Metter, 2017). These articles continue the field's preoccupation on event instrumentality, while neglecting other aspects such as those of risk management (Harris, Jago, Allen, & Huyskens, 2001), event failure (Getz, 2010;Getz & Page, 2016;Harris et al, 2001), and the study of events at a macrolevel (Page & Connell, 2012).…”

The significance of a sponsored event on lesser-known brands in a competitive environment

“…Existing research has examined the effect of event-induced emotions (Cornwell et al , 2018) and sport brand experiences (Biscaia et al , 2017) on sponsorship effectiveness. Directly related to the event venue, researchers have compared satisfied consumers with unsatisfied consumers regarding their attitudinal responses to the sponsoring brand (Michelini et al , 2017). However, overlooking the competitive sponsorship environment, existing research may have exaggerated the effect of sponsorship and grappled with the concern that event participants are likely to overstate their perception of and intent to purchase the sponsoring products.…”