{"id":"https://openalex.org/W1967549787","doi":"https://doi.org/10.1080/10496490902892580","title":"Evaluating Event Marketing: Experience or Outcome?","display_name":"Evaluating Event Marketing: Experience or Outcome?","publication_year":2009,"publication_date":"2009-05-30","ids":{"openalex":"https://openalex.org/W1967549787","doi":"https://doi.org/10.1080/10496490902892580","mag":"1967549787"},"language":"en","primary_location":{"id":"doi:10.1080/10496490902892580","doi":"https://doi.org/10.1080/10496490902892580","is_oa":false,"landing_page_url":"https://doi.org/10.1080/10496490902892580","pdf_url":null,"source":{"id":"https://openalex.org/S203223212","display_name":"Journal of Promotion Management","issn_l":"1049-6491","issn":["1049-6491","1540-7594"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","cwts-core","jufo-1","norway-1","poland-20","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Promotion Management","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5035207112","display_name":"Emma Harriet Wood","orcid":"https://orcid.org/0000-0002-2202-1609","observed_orcids":["https://orcid.org/0000-0002-2202-1609"]},"institutions":[{"id":"https://openalex.org/I84027002","display_name":"Leeds Beckett University","ror":"https://ror.org/02xsh5r57","country_code":"GB","type":"education","lineage":["https://openalex.org/I84027002"]}],"countries":["GB"],"is_corresponding":true,"raw_author_name":"Emma H. Wood","raw_affiliation_strings":["Leeds Metropolitan University, Leeds, England","Leeds Metropolitan University, Leeds, England#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Leeds Metropolitan University, Leeds, England","institution_ids":["https://openalex.org/I84027002"]},{"raw_affiliation_string":"Leeds Metropolitan University, Leeds, England#TAB#","institution_ids":["https://openalex.org/I84027002"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5035207112"],"corresponding_institution_ids":["https://openalex.org/I84027002"],"apc_list":null,"apc_paid":null,"fwci":3.1107,"has_fulltext":false,"cited_by_count":82,"citation_normalized_percentile":{"value":0.93195851,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"15","issue":"1-2","first_page":"247","last_page":"268"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.4569999873638153,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.4569999873638153,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13098","display_name":"Conferences and Exhibitions Management","score":0.1695999950170517,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.11410000175237656,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/event-marketing","display_name":"event marketing","score":0.9760000109672546},{"id":"https://openalex.org/keywords/experiential-marketing","display_name":"experiential marketing","score":0.9990000128746033},{"id":"https://openalex.org/keywords/marketing-effectiveness-evaluation","display_name":"marketing effectiveness evaluation","score":0.7860000133514404},{"id":"https://openalex.org/keywords/assessment-framework","display_name":"evaluation framework","score":0.7170000076293945}],"concepts":[{"id":"https://openalex.org/C37228920","wikidata":"https://www.wikidata.org/wiki/Q1307600","display_name":"Experiential learning","level":2,"score":0.8240770697593689},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.6766436696052551},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6231070160865784},{"id":"https://openalex.org/C2779662365","wikidata":"https://www.wikidata.org/wiki/Q5416694","display_name":"Event (particle physics)","level":2,"score":0.5833452343940735},{"id":"https://openalex.org/C53941439","wikidata":"https://www.wikidata.org/wiki/Q7268931","display_name":"Quantitative marketing research","level":4,"score":0.44759589433670044},{"id":"https://openalex.org/C37653941","wikidata":"https://www.wikidata.org/wiki/Q1755089","display_name":"Qualitative marketing research","level":5,"score":0.44084301590919495},{"id":"https://openalex.org/C148220186","wikidata":"https://www.wikidata.org/wiki/Q7111912","display_name":"Outcome (game theory)","level":2,"score":0.4322133958339691},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.42530545592308044},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.41231292486190796},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.33835655450820923},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2925369143486023},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.271756112575531},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.18210795521736145},{"id":"https://openalex.org/C19417346","wikidata":"https://www.wikidata.org/wiki/Q7922","display_name":"Pedagogy","level":1,"score":0.1203923225402832},{"id":"https://openalex.org/C121332964","wikidata":"https://www.wikidata.org/wiki/Q413","display_name":"Physics","level":0,"score":0.0},{"id":"https://openalex.org/C62520636","wikidata":"https://www.wikidata.org/wiki/Q944","display_name":"Quantum mechanics","level":1,"score":0.0},{"id":"https://openalex.org/C144237770","wikidata":"https://www.wikidata.org/wiki/Q747534","display_name":"Mathematical economics","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1080/10496490902892580","doi":"https://doi.org/10.1080/10496490902892580","is_oa":false,"landing_page_url":"https://doi.org/10.1080/10496490902892580","pdf_url":null,"source":{"id":"https://openalex.org/S203223212","display_name":"Journal of Promotion Management","issn_l":"1049-6491","issn":["1049-6491","1540-7594"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","cwts-core","jufo-1","norway-1","poland-20","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Promotion Management","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[{"id":"https://metadata.un.org/sdg/9","display_name":"Industry, innovation and infrastructure","score":0.5600000023841858}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":31,"referenced_works":["https://openalex.org/W126774542","https://openalex.org/W642106281","https://openalex.org/W1511832242","https://openalex.org/W1558373857","https://openalex.org/W1567889462","https://openalex.org/W1584883541","https://openalex.org/W1602197886","https://openalex.org/W1604909128","https://openalex.org/W1777644705","https://openalex.org/W1919094054","https://openalex.org/W1973378880","https://openalex.org/W1975378907","https://openalex.org/W1980241885","https://openalex.org/W1987364024","https://openalex.org/W2018566225","https://openalex.org/W2039619242","https://openalex.org/W2043015220","https://openalex.org/W2056144694","https://openalex.org/W2071861981","https://openalex.org/W2100131428","https://openalex.org/W2100538312","https://openalex.org/W2101949346","https://openalex.org/W2116152173","https://openalex.org/W2116964960","https://openalex.org/W2150363077","https://openalex.org/W2418940853","https://openalex.org/W2798338292","https://openalex.org/W3021175004","https://openalex.org/W4205981594","https://openalex.org/W4241062806","https://openalex.org/W4285719527"],"related_works":["https://openalex.org/W7078794061","https://openalex.org/W3165368152","https://openalex.org/W3167357774","https://openalex.org/W3141124501","https://openalex.org/W2130073187","https://openalex.org/W157918639","https://openalex.org/W7095177636","https://openalex.org/W7009582232","https://openalex.org/W7172519759","https://openalex.org/W7154986245"],"abstract_inverted_index":{"The":[0,19,71],"research":[1,38,58],"presents":[2],"a":[3,98],"critical":[4],"evaluation":[5,35],"of":[6,15,68,90,114],"the":[7,13,24,52,88,91,112],"current":[8,75],"methods":[9,47,76],"used":[10,41,50],"to":[11,27,42,80,87,102],"measure":[12],"effectiveness":[14,113],"experiential":[16,30,53,115],"marketing":[17,31,54,69,116],"techniques.":[18,36],"article":[20],"begins":[21],"by":[22],"reviewing":[23],"literature":[25],"relating":[26],"event":[28,92],"and":[29,32,46,108],"existing":[33],"appropriate":[34],"Secondary":[37],"is":[39,59,100],"then":[40],"highlight":[43],"specific":[44],"tools":[45],"currently":[48],"being":[49],"in":[51],"industry.":[55],"This":[56],"secondary":[57],"explored":[60],"further":[61],"through":[62],"interviews":[63],"with":[64],"four":[65],"experienced":[66],"providers":[67],"events.":[70,117],"findings":[72,97],"indicate":[73],"that":[74],"do":[77],"not":[78],"appear":[79],"be":[81],"comprehensive":[82],"or":[83],"reliable":[84],"due":[85],"largely":[86],"intangibility":[89],"experience.":[93],"Based":[94],"on":[95],"these":[96],"framework":[99],"developed":[101],"guide":[103],"future":[104],"research,":[105],"both":[106],"academic":[107],"practitioner,":[109],"into":[110],"measuring":[111]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":6},{"year":2022,"cited_by_count":10},{"year":2021,"cited_by_count":8},{"year":2020,"cited_by_count":5},{"year":2019,"cited_by_count":6},{"year":2018,"cited_by_count":5},{"year":2017,"cited_by_count":9},{"year":2016,"cited_by_count":10},{"year":2015,"cited_by_count":5},{"year":2014,"cited_by_count":5},{"year":2013,"cited_by_count":6},{"year":2012,"cited_by_count":2}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2016-06-24T00:00:00"}
