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Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand

Angeline Grace Close · R. Zachary Finney · Russell Lacey · Julie Z. Sneath

200 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Conferences and Exhibitions Management

Abstract

Objectives To investigate the impact of maternal age on pregnancy outcomes with special emphasis on adolescents and older mothers and to investigate the differences in demographic profile between adolescents and older mothers. Methods This study is a secondary analysis of pregnancy outcomes of women in Riyadh Mother and Baby cohort study according to maternal age. The study population was grouped according to maternal age into five subgroups; <20, 20–29, 30–34, 35–39 and 40+years. The age group 20–29 years was considered as a reference group. Investigation of maternal age impact on maternal and neonatal outcomes was conducted with adjustment of confounders using regression models. Results All mothers were married when conceived with the index pregnancy. Young mothers were less likely to be illiterate, more likely to achieve higher education and be employed compared with mothers ≥ 40 years. Compared with the reference group, adolescents were more likely to have vaginal delivery (and least likely to deliver by caesarean section (CS); OR=0.6, 95% CI 0.4 to 0.9, while women ≥40 years, were more likely to deliver by CS; OR 2.9, 95% CI 2.3 to 3.7. Maternal age was a risk factor for gestational diabetes in women ≥40 years; OR 1.7, 95% CI 1.3 to 2.1. Adolescents had increased risk of preterm delivery; OR 1.5, 95% CI 1.1 to 2.1 and women ≥40 years had similar risk; OR, 1.3, 95% CI 1.1 to 1.6. Conclusion Adverse pregnancy outcomes show a continuum with the advancement of maternal age. Adolescents mother are more likely to have vaginal delivery; however, they are at increased risk of preterm delivery. Advanced maternal age is associated with increased risk of preterm delivery, gestational diabetes and CS.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1994The Commitment-Trust Theory of Relationship Marketing 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.2005The impact of perceived corporate social responsibility on consumer behavior 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer

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2017The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength 2010Does sponsorship work in the same way in different sponsorship contexts?2014Corporate social responsibility: Stakeholders influence on MNEs’ activities 2017Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment 2008Does Flow Influence the Brand Image in Event Marketing?

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