Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

Michelini, Laura; Iasevoli, Gennaro; Theodoraki, Eleni

Abstract

The importance of sponsorship as a marketing communications tool is well recognized in the event literature. Despite the growth in event sponsorship investments and the increasing importance of the role of the venue in event planning, there is still a lack of research on the impact of event venue satisfaction on sponsorship outcomes. Thus, the objective of the present study is to analyze the effect of event venue satisfaction on sponsor image, and, in particular, to verify if attendee satisfaction with the venue has a positive effect on sponsor recall, attitude, and purchase intention. The article presents the results of a survey conducted during the International Rome Film Festival, which takes place annually at the Rome Auditorium. Results suggest that attendee satisfaction with venues affects attitudes toward the sponsors and sponsor-related purchase intention, while sponsor awareness is not affected. The main contribution of the article is the development of a comprehensive model of event sponsorship evaluation, in which traditional sponsorship outcomes are considered in light of attendee satisfaction and quality of services in the sponsor-related exclusive venue zones.

• Journal Article Type: Article
• Acceptance Date: Apr 5, 2016
• Online Publication Date: Jul 11, 2017
• Publication Date: Jul 11, 2017
• Deposit Date: Jun 15, 2017
• Publicly Available Date: Oct 30, 2017
• Journal: Event Management
• Print ISSN: 1525-9951
• Publisher: Cognizant Communication Corporation
• Peer Reviewed: Peer Reviewed
• Volume: 21
• Issue: 3
• Pages: 319-331
• DOI: https://doi.org/10.3727/152599517x14942648527536
• Keywords: Event sponsorship, event satisfaction, event venue, sponsorship outcomes
• Public URL: http://researchrepository.napier.ac.uk/Output/931051
• Contract Date: Oct 30, 2017