THE ROLE OF EVENT ATTENDEES’ KNOWLEDGE, ENTHUSIASMS, AND ACTIVENESS ON COMMUNITY INVOLVEMENT
Abstract: 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.
Author: Christina Rahardja Honantha
Journal Code: jpmanajemengg130079
