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dc.contributor.authorRuiz Alba, José L.
dc.contributor.authorMorales Mediano, Javier
dc.contributor.authorAyestarán Crespo, Raquel 
dc.contributor.authorLópez Tenorio, Pablo
dc.date.accessioned2022-02-04T12:12:02Z
dc.date.available2022-02-04T12:12:02Z
dc.date.issued2021
dc.identifier.issn1525-9951spa
dc.identifier.urihttp://hdl.handle.net/10641/2779
dc.description.abstractThe aim of this paper is to gain a deeper understanding of fashion events marketing from a sponsor’s perspective and its influence on customers and society. We firstly seek to investigate what are the main marketing objectives of brands when they decide to sponsor fashion events; secondly, what are the main factors to enhance customer engagement with sponsoring brands; and finally, what are the most effective pathways to generate e-WOM in this context of fashion events. In order to answer these research questions, we conducted four studies: two Online Focus Groups, in-depth interviews and a fuzzy set Qualitative Comparative Analysis (fsQCA). Main findings show that the chief objectives of brands in sponsoring fashion events are: a) customer engagement with the sponsoring firm and, in particular, e-WOM, b) brand presence and c) brand positioning with fashion industry values. The conditions that enhance customer engagement are a) enjoyment, b) fashion values, c) sustainability and d) product knowledge. Fashion values are found to be a necessary condition to generate e-WOM. There are two conditions sufficient to produce e-WOM: a) the lack of enjoyment and fashion values or b) fashion values and sustainability.spa
dc.language.isoengspa
dc.publisherEvent Managementspa
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/es/*
dc.subjectFashion event marketingspa
dc.subjectSocial mediaspa
dc.subjectSponsorsspa
dc.subjecte-WOMspa
dc.subjectCustomer engagementspa
dc.titleFashion events and e-WOM.spa
dc.typearticlespa
dc.description.versionpost-printspa
dc.rights.accessRightsopenAccessspa
dc.description.extent196 KBspa
dc.identifier.doi10.3727/152599521X16192004803511spa
dc.relation.publisherversionhttps://www.ingentaconnect.com/content/cog/em/pre-prints/content-ms-20-079_ruiz-albaspa


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Except where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 España