Chun, Eunha; Ko, Jane; Lee, Jieun; Ko, Eunju - In: Journal of Global Scholars of Marketing Science 23 (2013) 1, pp. 72-91
The present study aims to understand the process through which sports event tourism experiences mediate event attitude and, consequently, the brand equity of sportswear sponsors. First, the results of the study show that of the four experiential components of sports event tourism (i.e., "sense",...