Fashion Events and e-WOM

The aim of this article is to gain a deeper understanding fashion events marketing from sponsor's perspective and its influence on customers society. We firstly seek investigate what are the main objectives brands when they decide sponsor events; secondly, factors enhance customer engagement with sponsoring brands; finally, most effective pathways generate e-WOM in context events. In order answer these research questions, we conducted four studies: two online focus groups, in-depth interviews, fuzzy set qualitative comparative analysis (fsQCA). Main findings show that chief are: a) firm and, particular, e-WOM, b) brand presence, c) positioning industry values. conditions enjoyment, values, sustainability, d) product knowledge. Fashion values found be necessary condition e-WOM. There sufficient produce e-WOM: lack enjoyment or sustainability.