In order to test the substantive hypotheses, we applied Structural Equation Modeling (SEM) using an Asymptotic Distribution-Free (ADF) technique. We verified the reliability, convergent, discriminant, and nomological validity of the constructs. Data analysis was performed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Brazilians and foreigners who attended the 2014 FIFA Fan Fest on Copacabana Beach were surveyed through a non-probabilistic sampling, and 1,973 questionnaires were collected. The research was carried out during the 2014 FIFA World Cup in Rio de Janeiro. ), both about the functioning of the human memory. The American Political Science Review, 67(4), 1248-1266. Schema theory: An information processing model of perception and cognition. ) and Schema Theory ( Axelrod, 1973 Axelrod, R. A spreading activation theory of semantic processing. The study's main theoretical references are Associative Network Theory ( Collins & Loftus, 1975 Collins, A. The present study investigates the influence the organizing body’s reputation has on the image of a sports mega-event and on the mega-event sponsors’ consumer-based brand equities.
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Rua Pascoal Lemme, 355, 21941-918, Rio de Janeiro, RJ, Brazil. Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração.
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Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Centro de Estudos em Marketing Esportivo. Universidade Federal do Rio de Janeiro, Rio de Janeiro, RJ, Brazil