Presenter Bios

Chengming Hu is a PhD candidate in Leisure Behavior at Indiana University and completed his Master's degree in Sport management in 2011 at Indiana University. He is also a visiting lecture at Department of Recreation, Park, and Tourism Studies to teach undergraduate courses such as marketing for leisure services and event planning and program development.

Abstract

While memory of previous travel experience significantly influences travelers’ intention to re-visit the destination (Kozak, 2001), the current study aims to investigate the memory of collegiate sport event experience, more specifically, provide answers for the question about whether post-experience advertising impact the memory of collegiate sport event experience. The theoretical framework is based on Braun’s (1999) research, which is proposing that advertising received after an actual product experience can providing a backward-framing effect and have significant influence on how that product experience was remembered and evaluated. Results of the current study are expected to help collegiate sport event marketers understanding how their marketing campaigns influence consumers’ memories and perceptions of collegiate sport event experience.

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The Investigation of Post-Experience Advertising Effect of Memory of Collegiate Sporting Event Experience

While memory of previous travel experience significantly influences travelers’ intention to re-visit the destination (Kozak, 2001), the current study aims to investigate the memory of collegiate sport event experience, more specifically, provide answers for the question about whether post-experience advertising impact the memory of collegiate sport event experience. The theoretical framework is based on Braun’s (1999) research, which is proposing that advertising received after an actual product experience can providing a backward-framing effect and have significant influence on how that product experience was remembered and evaluated. Results of the current study are expected to help collegiate sport event marketers understanding how their marketing campaigns influence consumers’ memories and perceptions of collegiate sport event experience.