Based on a real-world field study of twenty-one sponsored promotional events (sponsored fashion shows) (n=535), we provide a self-congruity theory-based model explaining the role of mall shopper’s self-congruity on the effectiveness of experiential mall promotions. We find that self-congruity...

Events rely on WOM to attract local community members and faraway fans alike. Via a field study (n=3,760), the authors introduce an event marketing success measure termed Event word-of-mouth (Event WOM), which is impacted by attendee resident status, sponsor and event factors. Based on field...