Purpose: Combining sport event tourism and experience economy has led to an experience-based explanation of sport tourists' behavior and the creation of experiencescapes. This study aims to analyze the interdependence of perceived experiences and revisit intention across three events....

Purpose: Technological innovations could allow for real-time control of sponsor exposure during sport broadcasts to increase the capacity of sponsor messages to attract attention. While such an approach requires knowledge on the interplay between in-game events and viewers' attention to sponsor...

Purpose: The purpose of this paper is to examine the impact of exposure-related and consumer-related factors on the return of sponsorship investment through their influence on viewers’ attention for sponsor signage. Design/methodology/approach: Data were collected through an experimental...

Purpose: This study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent sponsors. Design/methodology/approach: Using systematically manipulated press releases, 216 sport-interested...

Purpose: As the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions. Design/methodology/approach: Empirical data were collected from 240 useful...