Event Marketing Model in the Industrial Markets

Document Type : Research Paper

Authors

1 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Farabi College, University of Tehran, Qom,Iran.

2 Faculty member of maritime bussiness Management, Chabahar maritime university, Chabahar, Iran.

3 PhD Student of Business management, Department of Business Management, Faculty of Management and Accounting, Farabi College, University of Tehran, Qom, Iran

4 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Farabi College, University of Tehran, Qom, Iran.

5 Master of Business Administration, Department of Business Management, Faculty of Management and Accounting, Farabi College, University of Tehran, Qom, Iran.

Abstract

Abstract
The present study was conducted to provide an event marketing model in industrial markets. In this regard, first, the literature of the research was reviewed and the original model was developed by extracting the variables affecting the event marketing. Then, necessary corrections were made by a survey of industry and university experts, and in the last stage, the final model was tested at the first Iranian national steel festival and exhibition, which was attended by companies with diverse specialists from all over the country. This research is practical in terms of purpose and descriptive-survey based on the method. The statistical population is some of industry and university experts (in designing phase), and at the testing stage of the model is 395 participants in the first Iranian national steel festival. LISREL and SPSS software were used to analyze the data. The results show that the information exchange and event involvement are the most important event-driven, the image and lasting experience of the event are the most important dimensions, and increasing the loyalty and improve the quality of relationships are the most important achievements of event marketing in industrial markets. Finally, according to the results of the expert evaluation and data analysis, academic and practical suggestions are presented.
Introduction
 This research has provided a good model for event marketing in industrial markets, given the necessity of using the event marketing and previous research. In this model, fitness between brand and event, information exchange, and engaging in the event as Prerequisites, event image and lasting event experience as  dimensions, and loyalty and quality of relationships have been studied as the main results of event marketing in industrial markets.
Case study
The present study was conducted to designing an event marketing model in  industrial markets and this model was tested on the participants of the first National Steel Festival of Iran.
Materials and Methods
This research is practical in terms of purpose and descriptive-survey based on the method. The statistical population is some of industry and university experts (in designing phase), and at the testing stage of the model is 395 participants in the first Iranian national steel festival. For data analysis, LISREL software  for confirmatory factor analysis and SPSS software were used for descriptive statistics.
Discussion and Results
The results of the research are specified in two parts of the results of descriptive statistics and inferential statistics, with comparing findings with other research, discussion and proposals.This model is only the primary framework composed of dimensions and event marketing results, and includes some variables affecting event marketing in industrial markets.Therefore, more variables can be placed in framework.
Conclusion
In this study, information exchange and involvement in the event as Prerequisites, image and lasting experience of the event as the dimensions, and loyalty (re-participation decision and word of mouth) and quality of relationshipas Were approved as the results of event marketing.

Keywords

References

 
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Public Management Researches
Volume 17, Issue 66 - Serial Number 66
December 2024
Pages 267-292

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