The effect of sports event tourism on event attitude and the brand equity of sportswear sponsors

The present study aims to understand the process through which sports event tourism experiences mediate event attitude and, consequently, the brand equity of sportswear sponsors. First, the results of the study show that of the four experiential components of sports event tourism (i.e., “sense”, “feel”, “think”, and “relate”), the “feel” and “relate” components were identified as antecedent variables that create positive event attitudes. Second,...