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

Date

2017-01-01

Author

YAZICI, TUBA
Kocak, Settar
Hürmeriç Altunsöz, Irmak

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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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.

Subject Keywords

Behavioral intention, Satisfaction, Utilitarian attitude, Hedonic attitude, Experiential marketing

URI

https://hdl.handle.net/11511/41503

Journal

EUROPEAN SPORT MANAGEMENT QUARTERLY

DOI

https://doi.org/10.1080/16184742.2016.1247903

Collections

Department of Physical Education and Sports, Article

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Citation Formats

T. YAZICI, S. Kocak, and I. Hürmeriç Altunsöz, “Examining the effect of experiential marketing on behavioral intentions in a festival with a specific sport event,” EUROPEAN SPORT MANAGEMENT QUARTERLY, pp. 171–192, 2017, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/41503.