The authors employ consumer theories of cognition into the event marketing context. Upon gathering field surveys from attendees (n=1,636) at an international sporting event with a multinational sponsor, the authors demonstrate the pivotal roles that attendees' knowledge regarding the sponsor's...

In 2004, we began to gather data during the second year of a professional cycling event in an effort to conduct a set of empirical studies on effective methods of sports sponsorship and event marketing. Specifically, from 2004 to 2008, we conducted survey research at the five Tour de Georgia...

Via field surveys of attendees at a sporting event (n=1,739), the authors contribute a model showing that event attendees' participation in the title sponsors' main exhibit area at the event favorably influences their future intentions to purchase from the sponsor. Yet, there is an important...