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...

The purpose of this study is to examine outcomes associated with the sponsorship of a charitable sporting event by an automobile manufacturer. Specifically, it investigates: perceptions of the title sponsor and its products, and how experience with the sponsor's products during the event...