Given the increasing commitment associated with NCAA Division I participation, higher learning institutions in the United States have recently engaged in initial stages of de-escalation behavior, or the reversal of escalating commitment via project termination or redirection. However, difficulty...

Event sponsorship has been recognised as an effective means through which companies can communicate with target markets and attendees of sports events. This study investigates the interrelationship between satisfaction with event sponsors, goodwill and fan identification and their influence on...