...Tiffany S. Legendre; Elizabeth A. Cartier; Rodney B. Warnick Purpose The purpose of this paper is to examine the effectiveness of brand experiences on visitors’ memory formation and their revisit intention to a special event. Design/methodology/approach This study collected survey data from...

... generates, namely, by obscuring public awareness of the legitimate sponsor. However, the cognitive processes underpinning sponsorship identification have only recently been investigated empirically. The purpose of this paper is to investigate the effects of ambush advertising on sponsorship memory...