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Research ::event marketing, electronic marketplaces, education, & the consumer experience 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 involving education and marketing scholarship. |
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