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Rising to the challenge: a model of contest performance
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
2011 (English)In: Journal of Financial Services Marketing, ISSN 1363-0539, E-ISSN 1479-1846, Vol. 16, no 3-4, p. 263-274Article in journal (Refereed) Published
Abstract [en]

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 designing and operating successful contests.

Place, publisher, year, edition, pages
2011. Vol. 16, no 3-4, p. 263-274
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-15891DOI: 10.1057/fsm.2011.18Scopus ID: 2-s2.0-84856447440Local ID: f751856a-9174-47c8-962e-376431ef94b1OAI: oai:DiVA.org:ltu-15891DiVA, id: diva2:988867
Note
Validerad; 2011; 20111205 (ysko)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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DesAutels, PhilipBerthon, PierreSalehi-Sangari, Esmail

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