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...

Despite the strong trend for service brands sponsoring events, the literature provides few theory-based and field-tested guidelines for services marketing managers who are charged with selecting events to sponsor. In response, this study provides a congruity-based framework for sponsors’...

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...

The marketing system influences holiday exchange traditions; however, there are times when consumers resist this influence. Here, we expand resistance theory in the areas of ambivalence, reactance, and directive non-compliance via a study of consumers’ traditions and counter-traditions in the...

Building on source credibility theory, the authors test a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement. The empirical context is the global airline industry with a fitting sample of at an international airport (n=637). Results of structural...

In this paper, based on primary data spanning five years, we examine factors that influence the entry-level placement of marketing doctoral candidates at U.S. universities and colleges. Contributing to the emerging research on human brands, we identify marketing doctoral candidates' intrinsic...

The authors investigate consumers' motivations for placing items in an online shopping cart with or without buying, termed virtual cart use. While retailers offer virtual carts as a functional holding space for intended online purchases, this study, based on a national online sample, reveals...

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...

With an on-site study at a sponsored event, we construct and test competing models to examine the relationship between event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness...