Envolvimento do consumidor com evento patrocinado: implicaÃÃes para o marketing cultural

AUTOR(ES)
DATA DE PUBLICAÇÃO

2003

RESUMO

This dissertation deals with the relationship between consumers and cultural events taking into account that consumerâs involvement with the event is an important tool for achieving the objectives of cultural marketing of any company. Some of these achievements might be the consumer sympathy with the sponsor of the cultural event and also the recognition of the sponsorâs brand by the consumers. The methodology used in this research was two fold: descriptive and explanatory. A database was created after a survey applied to a nonrandom sample of 136 consumers of cultural events. For that purpose a structured questionnaire was designed. The data analysis was conducted through a combination of multivariate statistics. It was possible to conclude that the relationship between the fan and the cultural event from the point of view of the cultural marketing was not strong. However, it was found that if emotions are involved in the relationship between the fan and the cultural event, it would make a difference, for instance, being emotionally involved with the cultural event, the consumer may recognize much easily the companyâs brand and its motivation to sponsor such event, even when the public is not really fan of the type of art that is being sponsored/shown

ASSUNTO(S)

administracao consumidor banco de dados patrocinador marketing cultural

ACESSO AO ARTIGO

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