Lee, Cheng-Jong; Sced, Philip M. M.; Chen, Mei-Hsiu - In: International Journal of Management, Economics and … 6 (2017) 2, pp. 107-120
The purpose of the study was to investigate and analyze the relationships among four research variables: participation motivation, event attachment, sponsor's brand image and participants' behavioral intention. This study used on-site convenience sampling. Survey questionnaires were administered...