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Research ::event marketing & electronic marketplaces I study event marketing, namely how consumers' experiences and entertainment at sponsored events influence attitudes and consumer behavior. Findings surround: engaging consumers with events, uncovering drivers of effective event sponsorships, how entertainment impacts affect towards events and purchase intention towards sponsors, and why consumers may resist events. Synergistically, I also study consumers' experiences with electronic marketplaces. Interests include consumers' online experiences (in contexts of shopping, education, services, and advertising), and how online experiences interplay with onground events. As a marketing educator, I am also interested in research on how to elevate education and marketing scholarship. |
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