REFERENCES
- Alba, JosephW., and U.Wesley Hutchinson. 1987. “Dimensions of Consumer Expertise.” Journal of Consumer Research 13 (March): 411–54.
- Bennett, Gregg, Mauricio Ferreira, Jaedeock Lee, and Fritz Polite. 2009. “The Role of Involvement in Sports and Sport Spectatorship in Sponsor's Brand Use: The Case of Mountain Dew and Action Sports Sponsorship.” Sport Marketing Quarterly 18 (1): 14–24.
- Bergkvist, Lars, and JohnR. Rossiter. 2007. “The Predictive Validity of Multiple-item versus Single-Item Measures of the Same Constructs.” Journal of Marketing Research 44 (May): 175–84.
- Bloch, PeterH., DanielL. Sherrell, and NancyM. Ridgway. 1986. “Consumer Search: An Extended Framework.” Journal of Consumer Research 13 (1): 119–26.
- Brown, Stephen, RobertV. Kozinets, and JohnF. Sherry, Jr. 2003. “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning.” Journal of Marketing 67 (July): 19–33.
- Brucks, Merrie. 1985. “The Effects of Product Class Knowledge on Information Search Behavior.” Journal of Consumer Research 12 (June): 1–16.
- Close, AngelineG., R.Zachary Finney, Russell Lacey, and JulieZ. Sneath. 2006. “Engaging the Consumer Through Event Marketing: Linking Attendees with the Sponsor, Community, and Event.” Journal of Adverting Research 46 (December): 420–33.
- Coppetti, Caspar, Daniel Wentzel, Torsten Tomczak, and Sven Henkel. 2009. “Improving Incongruent Sponsorships through Articulation of the Sponsorship and Audience Participation.” Journal of Marketing Communication 15 (February): 17–34.
- Cornwell,T . Bettina, and LeonardV. Coote. 2005. “Corporate Sponsorship of a Cause: The Role of Identification in Purchase Intent.” Journal of Business Research 58 (3): 268–76.
- Cornwell,T . Bettina, MichaelS. Humphreys, AngelaM. Maguire, ClintonS. Weeks, and CassandraL. Tellegen. 2006. “Sponsorship-Linked Marketing: The Role of Articulation in Memory.” Journal of Consumer Research 33 (December): 312–21.
- Deitz, GeorgeD., SusanWesson Myers, and Melissa Markley. 2009. “A Resource-Matching Based View of Sponsorship Information Processing.” Journal of Current Issues and Research in Advertising 31 (1): 75–87.
- Erdogan, B.Zafer, and Tanya Drollinger. 2008. “Death and Disgrace Insurance for Celebrity Endorsers: A Luxury or Necessity?” Journal of Current Issues and Research in Advertising 30 (1): 71–77.
- Gilbert, DanielT., and JaneE. J. Ebert. 2002. “Decisions and Revisions: The Affective Forecasting of Changeable Outcomes.” Journal of Personality and Social Psychology 82, 503–14.
- Gilbert, DanielT., ElizabethC. Pinel, TimothyD. Wilson, StephenJ. Blumberg, and ThaliaP. Wheatley. 1998. “Immune Neglect: A Source of Durability Bias in Affective Forecasting.” Journal of Personality and Social Psychology 75 (3): 617–38.
- Grohs, Reinhard, Udo Wagner, and Sabine Vsetecka. 2004. “Assessing the Effectiveness of Sports Sponsorships—An Empirical Examination.” Schmalenbach Business Review 56 (April): 119–38.
- Gwinner, Kevin. 1997. “A Model of Image Creation and Image Transfer in Event Sponsorship.” International Marketing Review 14 (3): 145–58.
- Hair, JosephF. , Jr., WilliamC. Black, BarryJ. Babin, RolphE. Anderson, and RonaldL. Tatham. 2006. Multivariate Data Analysis, 6th ed. Upper Saddle River, NJ :Pearson Prentice Hall.
- Hoek, Janet, Philip Gendall, Michelle Jeffcoat, and David Orsman. 1997. “Sponsorship and Advertising: A Comparison of their Effects.” Journal of Marketing Communications 3 (March): 21–32.
- Holbrook, MorrisB. 2000. “The Millennial Consumer in the Text of our Times: Experience and Entertainment.” Journal of Macromarketing 20 (December): 178–92.
- International Events Group. 2011. “Sponsorship Spending: 2010 Proves Better Than Expected; Bigger Gains Set for 2011.” January 4. Accessed January 2011. www.sponsorship.com/extra/iegsr/IEGSR2011_SpendingProjections.pdf.
- Javalgi, RajshekharG., MarkB. Traylor, AndrewC. Gross, and Edward Lampman. 1994. “Awareness of Sponsorship and Corporate Image: An Empirical Investigation.” Journal of Advertising 23 (4): 47–458.
- Joreskog, KarlG., and Dag Sorbom. 2006. LISREL 8.8: User's Reference Guide. Chicago, IL :Scientific Software International.
- Kahneman, Daniel, and Jackie Snell. 1992. “Predicting a Changing Taste: Do People Know What They Will Like?” Journal of Behavioral Decision Making 5 (3): 187–200.
- Keller, KevinLane. 1993. “Conceptualizing, Measuring, and Managing Customer-based Brand Equity.” Journal of Marketing 57 (1): 1–22.
- Kim, Sora, Eric Haley, and Yoon-Joo Lee. 2008. “Does Consumers’ Product-Related Involvement Matter When It Comes to Corporate Ads?” Journal of Current Issues and Research in Advertising 30 (2): 37–48.
- Koo, Gi-Yong, Jerome Quarterman, and Leisa Flynn. 2006. “Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions.” Sport Marketing Quarterly 15 (June): 80–90.
- Lee, DongHwan, and RichardW. Olshavsky. 1994. “Toward a Predictive Model of the Consumer Inference Process: The Role of Expertise.” Psychology and Marketing 11 (March/April): 109–27.
- Loewenstein, George, and David Schkade. 1999. “Wouldn't It Be Nice? Predicting Future Feelings.” In Well Being: The Foundations of Hedonic Psychology, edited by D. Kahneman, E. Diener, and N. Schwartz, 85–105. New York, NY :Russell Sage Foundation.
- MacInnis, DeborahJ., Vanessa Patrick, and C.Whan Park. 2005. “Looking Through the Crystal Ball: The Role of Affective Forecasting and Misforecasting in Consumer Behavior.” Review of Marketing Research 1 (2): 43–79.
- McAlexander, JamesH., JohnW. Schouten, and HaroldF. Koenig. 2002. “Building Brand Community.” Journal of Marketing 66 (January): 38–54.
- McDaniel, StephenR. 1999. “An Investigation of Match-Up Effects in Sport Sponsorship Advertising: The Implications of Consumer Advertising Schemas.” Psychology and Marketing 16 (March): 163–84.
- Meenaghan, Tony. 1991. “The Role of Sponsorship in the Marketing Communications Mix.” International Journal of Advertising 10 (1): 35–47.
- O’Reilly, Norm, Mark Lyberber, Larry McCarthy, Benoit Seguin, and John Nadeau. 2008. “Mega-Special-Event Promotions and Intent to Purchase: A Longitudinal Analysis of the Super Bowl.” Journal of Sport Management 22: 392–409.
- Park, Chan-Wook, and Byeong-Joon Moon. 2003. “The Relationship between Product Involvement and Product Knowledge: Moderating Roles of Product Type and Product Knowledge Type.” Psychology and Marketing 20 (November): 977–97.
- Patrick, VanessaM., and DeborahJ. MacInnis. 2006. “Why Feelings Stray: Affective Misforecasting Drivers of Consumer Satisfaction.” Advances in Consumer Research 33: 49–56.
- Patrick, VanessaM., DeborahJ. MacInnis, and C.Whan Park. 2007. “Not as Happy as I Thought I’d Be? Affective Mis-Forecasting and Product Evaluations.” Journal of Consumer Research 33 (4): 479–89.
- Pine, B.Joseph II, and JamesH. Gilmore. 1998. “Welcome to the Experience Economy.” Harvard Business Review 76 (July/August): 97–105.
- Pope, NigelK., and KevinE. Voges. 2000. “The Impact of Sport Sponsorship Activities, Corporate Image, and Prior Use on Consumer Purchase Intention.” Sport Marketing Quarterly 9 (2): 96–102.
- Pychyl, TimothyA. 2009. “Affective Forecasting, Intentions and Why We Procrastinate.” Psychology Today. . Accessed May 2010. www.psychologytoday.com/blog/dont-delay/200903/affective-forecasting- intentions-and-why-we-procrastinate.
- Reed, Americus II, DavidB. Wooten, and LisaE. Bolton. 2002. “The Temporary Construction of Consumer Attitudes.” Journal of Consumer Psychology 12 (4): 375–88.
- Roy, DonaldP., and T.Bettina Cornwell. 2004. “The Effects of Consumer Knowledge on Responses to Event Sponsorships.” Psychology and Marketing 21 (March): 185–207.
- Schmitt, BerndH. 1999. Experiential Marketing. New York, NY :The Free Press.
- Shugan, StevenM. 1980. “The Cost of Thinking.” Journal of Consumer Research 7 (September): 99–111.
- Sneath, JulieZ., Russell Lacey, R.Zachary Finney, and AngelineG . Close. 2006. “Balancing Act: Proprietary and Non-Proprietary Sponsored Events.” Marketing Health Services 26 (Spring): 27–32.
- Van Dijk, WilcoW. 2009. “How Do You Feel? Affective Forecasting and the Impact Bias in Track Athletics.” Journal of Social Psychology 149 (3): 243–49.
- Wakefield, KirkL., Karen Becker-Olsen, and T.Bettina Cornwell. 2007. “I Spy a Sponsor.” Journal of Advertising 36 (Winter): 61–74.
- Walliser, Bjorn. 2003. “An International Review of Sponsorship Research: Extension and Update.” International Journal of Advertising 22 (1): 5–40.
- Wilson, TimothyD., and DanielT. Gilbert. 2003. “Affective Forecasting.” In Advances in Experimental Social Psychology, edited by Mark Zanna, 345–411. New York, NY :Elsevier,
- Wilson, TimothyD., and DanielT. Gilbert. 2005. “Affective Forecasting: Knowing When to Want.” Current Directions in Psychological Science 14 (3): 131–34.
- Wilson, TimothyD., DavidB. Centerbar, DeborahA. Kermer, and Daniel Gilbert. 2005. “The Pleasures of Uncertainty: Prolonging Positive Moods in Ways People Do Not Anticipate.” Journal of Personality and Social Psychology 88 (1): 5–21.
- Wohlfeil, Markus, and Susan Whelan. 2006. “Consumer Motivations to Participate in Event-Marketing Strategies.” Journal of Marketing Management 22 (June): 643–69.
- Xu, Jing, and Norbert Schwarz. 2009. “Do We Really Need a Reason to Indulge?” Journal of Marketing Research 46 (February): 25–36.
- Zajonc, RobertB., and HazelB. Markus. (1982). “Affective and Cognitive Factors in Preferences.” Journal of Consumer Research 9 (September): 122–31.