Examining the effect of experiential marketing on behavioral intentions in a festival with a specific sport event

Yazıcı, Tuba; Koçak, Settar; Altunsöz, İrmak Hürmeriç

doi:10.1080/16184742.2016.1247903

Cited by 26 publications

(19 citation statements)

References 63 publications

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“…Lee and Kang, 2015;Yoshida and James, 2010), this study provides empirical evidence of a link between spectator satisfaction and BI. On the other hand, a similar pattern of results was found by Yazıcı et al's (2017) study, which was conducted in the event context. Therefore, it can be understood that the relationship between the constructs in the World Motocross Championship spectators is similar to that in different samples in the field of sports marketing.…”

Section: Discussionsupporting

confidence: 86%

“…Previous studies have shown that EXQ affects satisfaction, which has an impact on BI (Wu and Ai, 2016;Wu and Cheng, 2018). In addition, satisfaction has also been supported to play a mediating role between a sports event experience and BI (Yazıcı et al, 2017). However, the mediating effect of satisfaction between EXQ and BI has been studied in limited research in the context of spectator sports (Rohman, 2019).…”

Section: Discussionmentioning

confidence: 99%

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The effect of event experience quality on the satisfaction and behavioral intentions of motocross World Championship spectators

Çevik

Şimşek

2020

IJSMS

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PurposeThe purpose of this study is to examine the theoretical relationship between experience quality (EXQ), satisfaction and the behavioral intentions (BI) of Motocross World Championship spectators.Design/methodology/approachThe research data were collected from spectators who participated in the World Motocross Championship race held in Afyon, Turkey in 2018. The structural equation model (SEM) was used to test the relationship among the research variables.FindingsThe results showed EXQ had significant and direct effects on satisfaction and BI. In addition to this, satisfaction had a partial mediating effect between EXQ and BI.Originality/valueTo date there has been no empirical study examining the consumer behaviors of motocross event spectators. Consequently, this research provides important contributions to the literature and informs event organizers about the role of EXQ in terms of understanding the behavior of motocross event spectators.

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Section: Discussionsupporting

confidence: 86%

Section: Discussionmentioning

confidence: 99%

The effect of event experience quality on the satisfaction and behavioral intentions of motocross World Championship spectators

Çevik

Şimşek

2020

IJSMS

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“…Experiential marketing is an important trend in the current age of the experiential economy [9,10]. Hence, experiential event marketing might be an effective tool for creating remarkable sustainable experiences, helping travelers and residents internalize the experience as an organic part of themselves and establish a special emotional connection with the brand.…”

Section: Introductionmentioning

confidence: 99%

Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand

Suárez

Yagüe

2021

Sustainability

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The last decade has seen an exponential growth in published articles related to the influence of marketing events on destinations. However, there is still a need for empirical research about the effect that organized events built upon sensorial components have on different variables related to participants’ attitudes and behaviors, as such events have the ability to provide unique experiences and emotions. Therefore, this research focuses on the impact of a sustainable multi-sensory event marketing that promotes the interests of the organizing service company (a marina brand), alongside those of the host location, by associating the brand destination with this specific activity. By surveying attendees to a summer event aimed at enhancing visits to an area in Palma de Mallorca (Spain) and by adopting structural equation modeling estimation, the study shows that people’s positive valuations of the event had an impact on their word-of-mouth recommendation of the brand. Thus, visitors’ emotional experience was tied to their post-visit brand attitudes and brand equity. Based on the results, the study makes practical suggestions for branding in a sustainable destination, especially in relation to incorporating experiential elements in company-organized special events.

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“…The changing market has led to the new competitive strategy, experiential marketing (Schmitt and Zarantonello 2013) being one marketing communication tool that can be used to engage customers on an emotional and sensorial level (Nono and Yahya 2019), being a successful strategy in the experiential era (Yazıcı et al 2017). The customers' impulse is the need to "experience gratification associated with a product as they have imagined it" in an authentic way (Yazıcı et al 2017).…”

Section: Experiential Marketing In the Business-to-consumer (B2c) Fieldmentioning

confidence: 99%

Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

Urdea

Constantin

2021

JRFM

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Consumer needs change over time as a result of the fast-paced advancement in technology and the induction of the Internet, expansion that leads to a difficulty for brands to adapt their marketing promotion strategy and trying to remain innovative and effective at meeting their consumers’ expectations. This research investigates what effect experiential marketing campaigns have on both customers’ perception and business outcomes, aiming to develop a deeper understanding of experiential marketing, its challenges, and benefits, to understand customers’ reactions to experiential touchpoints, to explore what type of technology increases experiential perceived value, and to envisage the evolution of experiential marketing strategy. To capture all the important facets of the research objectives, an exploratory survey based on the voices of 31 marketing experts from all around the world was applied. By identifying the key drivers of experiential marketing campaigns in a hybrid setting, the present study highlighted the important role that experiential marketing has as a communication strategy, offering additional insights to marketing specialists on the experiential marketing implementation steps. A theoretical framework of the steps needed to put into practice an experiential marketing strategy was proposed.

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Examining the effect of experiential marketing on behavioral intentions in a festival with a specific sport event

Cited by 26 publications

References 63 publications

The effect of event experience quality on the satisfaction and behavioral intentions of motocross World Championship spectators

The effect of event experience quality on the satisfaction and behavioral intentions of motocross World Championship spectators

Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand

Experts’ Perspective on the Development of Experiential Marketing Strategy: Implementation Steps, Benefits, and Challenges

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