The Effect of Event Marketing Techniques Employed by Nigerian Firms on Consumers? Brand Loyalty and Patronage

Event marketing is considered a novel technique that provides both event host and attendees (participants) experiential marketing/communication. This study examined the effect of four flagship events in Nigeria Star Quest, Guilder Ultimate Search, Who Wants to be a Millionaire (TV game show), and the Next Nigerian Music Idol on consumers brand loyalty and patronage, The opinions of 1466 event attendees comprising live participants and viewers (respondents) were sought the on issues raised. Findings show that events create positive emotions, brand attitude, and positive buying intentions on consumers. Consumers participation and active involvement in event marketing activity positively affect their patronage of hosts brand. Event consistency is discovered to be a very important element in determining the effect of event on consumers as consumers brand patronage may be relatively high or otherwise when events are tied to a particular brand of events host/creation. Finally, a conceptual model of effect of events on consumer is developed as a guide for future research