Business & Management Studies: An International Journal

Yazarlar: Alev KOÇAK ALAN, Ebru TÜMER KABADAYI, Cansu KÖKSAL

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Özet: Despite the growing importance of event marketing, this study investigated the impact of entrepreneurship event on university students which was hosting by one of the leading university in Turkey. Three different assets of event image (event inventiveness, event appropriateness, event adequacy) were proposed to influence students’ satisfaction and revisit intentions. Research conducted to 468 students which participate in the entrepreneurship event for two days. For the analyses structural equation modeling technique was used. It was found that (i) the dimensions of event image (inventiveness, appropriateness, and adequacy) have an impact on students’ satisfaction and (ii) students’ satisfaction was a main driver of their revisit intention. Results, future researches and managerial implications were addressed.

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