The authors apply consumer theories of cognition to event marketing specifically in relation to corporate sponsorships. Upon conducting field surveys with attendees (n = 1636) at an international sporting event with a multinational sponsor, the authors demonstrate the pivotal roles that 1)...

This research is composed of two cross-sectional studies that examine the lingering emotional distress associated with a natural disaster and extend the understanding of its impact on consumption attitudes and behaviors when victims are confronted with additional challenges. The first study...