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Rising to the challenge: A model of contest performance

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Abstract

Contests are a ubiquitous form of promotion widely adopted by financial services advertisers, yet, paradoxically, academic research on them is conspicuous in its absence. This work addresses this gap by developing a model of contest engagement and performance. Using motivation theory, factors that drive participant engagement are modeled, and engagement's effect on experience and marketing success of the contest specified. Measures of contest performance, in-contest engagement and post-contest enduring interest are included. From the model, propositions are developed. Overall, the model provides financial service marketers with a theory-based foundation for designing and operating successful contests.

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Authors and Affiliations

  1. Luleå University of Technology, Lulea, 971 87, Sweden

    Philip DesAutels, Pierre Berthon & Esmail Salehi-Sangari

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  1. Philip DesAutels
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  2. Pierre Berthon
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  3. Esmail Salehi-Sangari
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Correspondence to Philip DesAutels.

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2holds the Clifford F. Youse Chair of Marketing and Strategy at Bentley University. Professor Berthon has held academic positions at Columbia University in the United States, Henley Management College, Cardiff University and University of Bath in the United Kingdom. He has also taught or held visiting positions at Rotterdam School of Management, Copenhagen Business School, Norwegian School of Economics and Management, Cape Town Business School, University of Cape Town and Athens Laboratory of Business Administration. His research focuses on the interaction of technology, corporate strategy and consumer behavior, and has appeared in journals such as Sloan Management Review, California Management Review, Information Systems Research, Journal of Strategic Information Systems, Technological Forecasting and Social Change, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of International Marketing, Long Range Planning, Business Horizons, European Management Journal, Journal of Interactive Marketing, Journal of Information Technology, Information Systems Review, Journal of Business Ethics, Marketing Theory and others.

3holds the Chair of Industrial Marketing at Royal Institute of Technology (KTH) in Sweden and the R&E Lundström Chair of Industrial Marketing at Luleå University of Technology, Sweden where he serves as Associate Professor of e-Commerce and directs the research school of e-Commerce research group. His main teaching and research interests lie in the areas of Industrial marketing, international marketing, e-Commerce and e-Government. He has published in these fields and his articles have appeared in European Journal of Marketing, Industrial marketing Management, Marketing Intelligence and Planning, Technovation, International Journal of Management, Enterprise Information System, International Journal of Enterprise Network Management and others. Dr Salehi-Sangari has also pursued teaching opportunities overseas and has lectured in Ghana, Iran, Japan, Morocco and the United States at the graduate level.

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DesAutels, P., Berthon, P. & Salehi-Sangari, E. Rising to the challenge: A model of contest performance. J Financ Serv Mark 16, 263–274 (2011). https://doi.org/10.1057/fsm.2011.18

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