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Journal of Current Issues & Research in Advertising Volume 35, 2014 - Issue 2
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How the Anticipation Can Be as Great as the Experience: Explaining Event Sponsorship Exhibit Outcomes Via Affective Forecasting

Angeline G. CloseDepartment of Advertising and Public Relations, University of Texas at Austin, Austin, Texas, USACorrespondence[email protected]
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Russell LaceyDepartment of Marketing, Xavier University, Cincinnati, Ohio, USA
Pages 209-224 | Published online: 24 Apr 2014

Citations (10)

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Read on this site (2)

David Fechner, Kevin Filo, Sacha Reid & Robyn Cameron. (2023) A systematic literature review of charity sport event sponsorship. European Sport Management Quarterly 23:5, pages 1454-1476.
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Laurence DeGaris, Dae Hee Kwak & Stephen R. McDaniel. (2017) Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?. Journal of Promotion Management 23:2, pages 320-339.
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Articles from other publishers (8)

Siv Skard & Birgit A. Apenes Solem. (2022) Creating Brand Experiences Through Activational Sponsorship Leverage. Event Management 26:5, pages 1175-1192.
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David Fechner, Kevin Filo, Sacha Reid & Robyn Cameron. (2022) Charity Sport Event Sponsorship as Value Creation Strategy: An Event Participant Perspective. Journal of Sport Management 36:1, pages 68-81.
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Mónica Gómez-Suárez & María Jesús Yagüe. (2021) Making Sense from Experience: How a Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a Destination Brand. Sustainability 13:11, pages 5873.
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Yiran Su & Thilo Kunkel. (2020) The significance of a sponsored event on lesser-known brands in a competitive environment. Journal of Product & Brand Management 30:4, pages 579-593.
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Rosemary Polegato & Rune Bjerke. (2019) Looking forward: anticipation enhances service experiences. Journal of Services Marketing 33:2, pages 148-159.
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Daraphak Yenchai & Veena Sirisook. (2018) Affective forecasting for cosmetic surgery of Thai women: A qualitative study. Kasetsart Journal of Social Sciences.
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Leah Gillooly, Philip Crowther & Dominic Medway. (2017) Experiential sponsorship activation at a sports mega-event: the case of Cisco at London 2012. Sport, Business and Management: An International Journal 7:4, pages 404-425.
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Laura Michelini, Gennaro Iasevoli & Eleni Theodoraki. (2017) Event Venue Satisfaction and Its Impact On Sponsorship Outcomes. Event Management 21:3, pages 319-331.
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