...Konstantinos Koronios; Lazaros Ntasis; Panos Dimitropoulos Purpose This study aims to explore spectators' awareness of and attitudes toward sponsoring firms as well as to propose a model predicting their purchase and word-of-mouth (WOM) intentions toward the sponsors of a major sporting event...

... is to test a causal model in which future intentions depend on spectators’ perceptions of quality, satisfaction, and value of these events. Design/methodology/approach – A total of 493 spectators of a professional basketball team in the Spanish ACB league responded to a survey to measure the overall...