Visual Processing and Need for Cognition can Enhance Event-Sponsorship Outcomes: How Sporting Event Sponsorships Benefit from the Way Attendees Process Them
Angeline Close
University of Texas at Austin
Russell Lacey
Xavier University
T. Bettina Cornwell
University of Oregon
MANAGEMENT SLANT
- There is a strong association between sporting-event quality and event enthusiasts’ attitude toward the sponsor. Event quality can help to drive event attendees’ positive attitudes toward the title sponsor’s products.
- Attendees who are visual processors especially are prone to having a strong association between event...