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


YAZICI T., KOÇAK M. S. , Altunsoz I. H.

EUROPEAN SPORT MANAGEMENT QUARTERLY, vol.17, no.2, pp.171-192, 2017 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 17 Issue: 2
  • Publication Date: 2017
  • Doi Number: 10.1080/16184742.2016.1247903
  • Journal Name: EUROPEAN SPORT MANAGEMENT QUARTERLY
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.171-192
  • Keywords: Experiential marketing, hedonic attitude, utilitarian attitude, satisfaction, behavioral intention, SATISFACTION, CONSUMPTION, CONSEQUENCES, SPECTATORS, EMOTIONS, ECONOMY, LOGIC, MODEL
  • Middle East Technical University Affiliated: Yes

Abstract

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.