The Role of Event Attendees' Knowledge, Enthusiasms, and Activeness on Community Involvement

Honantha, Christina Rahardja (2013) The Role of Event Attendees' Knowledge, Enthusiasms, and Activeness on Community Involvement. Manajemen & Bisnis, 12 (1). pp. 21-26. ISSN 1412-3789

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Today, events are central to our culture as perhaps never before. Increases in leisure time and discretionary spending have led to a proliferation of public events, celebrations and entertainment. The event marketing manager must then examine the objectives of these major players - what each of them expects to gain from the event, and what forces acting on them are likely to affect their response to the event. This study to examine the relationships among event attendees' knowledge of an event sponsor's products and activeness and enthusiasm related to the area of the event for a sponsor's community involvement. This approach assumes that marketers, by adopting a consumer focus, respond only to the expressed needs of event visitors. In reality, sound marketing research can unveil the latent needs of consumers that only innovative events can satisfy. Event marketing is defined as the "practice of promoting the interests of an organization and its brands by associating the organization with a specific activity" (Shimp, 1993; Van Heerden, 2001). Data with 200 respondents are analyzed with multiple linier regressions, and hypotheses are also tested for significant influences. The result shows that event attendees' knowledge of the sponsor, enthusiasm, and activeness positively influence their desire that a sponsor be involved with the community, which can make the event special, and contribute to its imagery and branding.

Item Type: Article
Uncontrolled Keywords: event marketing, enthusiasm, activeness positively, community
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Eko Setiawan 194014
Date Deposited: 01 Feb 2017 07:11
Last Modified: 01 Feb 2017 07:11

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