Now showing items 1-6 of 6
The Book of Stars: Understanding a Consumer’s Fan Relationship with a Film Actress Through a Narrative Transportation Approach
(Association for Consumer Research, 2011-06)
Although consumers have always been fascinated by the works and private lives of film stars, scant attention has been paid as to how the relationship between fans and film actors expresses itself in everyday consumer ...
Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement
(Association for Consumer Research, 2006-03-30)
Confronted with the decreasing effectiveness of classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketing environment. Event-marketing ...
Consumer Motivations to Participate in Event-Marketing Strategies
(Taylor and Francis, 2006-06-01)
As part of the Adidas goes street-campaign, the Adidas Predator Cup was a fun-soccer tournament designed to "reconnect the youth in Germany with Adidas and the soccer sport by enjoying the pure fun, freedom and personal ...
Confessions of a Movie-Fan: Introspection into a Consumer’s Experiential Consumption of ‘Pride and Prejudice’
(Association for Consumer Research, 2008-03)
As people enjoy movies for various reasons, this paper is taking an existential-phenomenological perspective to discuss the consumption of movies as a holistic personal lived experience. By using subjective personal ...
Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience
(Westburn Publishers Ltd, 2005-07-01)
As a result of significant changes in their marketing environments and in consumer behaviour, marketers are confronted with the decreasing effectiveness of their classic marketing communications and, consequently, in need ...
The Book of Stars: Some Alternative Insights into Celebrity Fandom
(Academy of Marketing (UK), 2008-07)
While consumers have had a keen interest in the works and private lives of celebrities since the dawn of the Hollywood star system in the early 1920s, some consumers experience a significantly more intensive level of ...