publication . Article . 2011

Rising to the challenge: A model of contest performance

Esmail Salehi-Sangari; Pierre Berthon; Philip DesAutels;
Open Access English
  • Published: 01 Jan 2011
  • Publisher: KTH, Industriell marknadsföring
  • Country: Sweden
Abstract
Contests are a ubiquitous form of promotion widely adopted by financial services advertisers, yet, paradoxically, academic research on them is conspicuous in its absence. This work addresses this gap by developing a model of contest engagement and performance. Using motivation theory, factors that drive participant engagement are modeled, and engagement's effect on experience and marketing success of the contest specified. Measures of contest performance, in-contest engagement and post-contest enduring interest are included. From the model, propositions are developed. Overall, the model provides financial service marketers with a theory-based foundation for desi...
Subjects
free text keywords: contest; competition; motivation theory; advertising; promotion, Economics and Business, Ekonomi och näringsliv, Marketing, Finance, CONTEST, Brand management, business.industry, business, Industrial marketing, Distribution management system, Customer relationship management, Motivation theory, Consumer finance, Financial services
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