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

YAZICI T., Kocak S., HÜRMERİÇ ALTUNSÖZ I.

EUROPEAN SPORT MANAGEMENT QUARTERLY, cilt.17, sa.2, ss.171-192, 2017 (SSCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 17 Sayı: 2
  • Basım Tarihi: 2017
  • Doi Numarası: 10.1080/16184742.2016.1247903
  • Dergi Adı: EUROPEAN SPORT MANAGEMENT QUARTERLY
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.171-192
  • Anahtar Kelimeler: Experiential marketing, hedonic attitude, utilitarian attitude, satisfaction, behavioral intention, SATISFACTION, CONSUMPTION, CONSEQUENCES, SPECTATORS, EMOTIONS, ECONOMY, LOGIC, MODEL
  • Orta Doğu Teknik Üniversitesi Adresli: Evet

Özet

Research question: Participation in sport events is a significant aspect of experience. So far very few analyses exist that shed light on the kind of experiences that satisfy participants within the context of sport events. Using an experiential marketing approach, a behavioral model was tested in which perceived experiences and attitudes were proposed to interact with satisfaction to predict behavioral intentions of participants in festival with a specific sport event.