Event academics and practitioners have long recognized the importance of segmenting
event attendees. Despite a relatively long level of enquiry into event segmentation, there is …

The nature and scope of festival studies is examined by compiling and analyzing a large-
scale literature review of 423 research articles published in the English-language scholarly …

Facility naming rights sponsorship is one of the fastest growing and most valuable forms of
sponsorships. The limited opportunities in major league professional sports have led …

Based on social exchange theory, this research seeks to establish the differences between
festival stakeholder relations in terms of trust, control, dependence, and altruism. A total of …

Purpose This paper aims to study how a social media influencer (SMI) endorsement affects
followers' event attitude and behavioral intentions. More importantly, it comparatively …

The last decade has seen an exponential growth in published articles related to the
influence of marketing events on destinations. However, there is still a need for empirical …

Research question: In a world where financial investment in sports sponsorship is at risk of
committing corporate irresponsibility, how do professional sports team sponsors' attribute …

Purpose–Despite still being younger than a decade, the theory of multisided markets has
offered numerous valuable insights for the analysis of industries in which a supplier serves …

Event sponsorship has been recognised as an effective means through which companies
can communicate with target markets and attendees of sports events. This study investigates …

Purpose–The purpose of this study is to single out the key variables in the sport sponsorship
relationship, and more specifically to examine the impact of Team Achievement, Sponsor …