International Journal of Sports Marketing and Sponsorship
Issue(s) available: 95 – From Volume: 1 Issue: 1, to Volume: 24 Issue: 1
Can sports-based corporate social responsibility performance reflect firms' market values and risks? Intertemporal evidence from Taiwan iSports corporate award-winning firms
Huei-Fu LuWith the growing popularity of sports in Taiwan, the Sports Administration under the Ministry of Education introduced the Taiwan iSports Corporate Award campaign. This…
Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions
Jaskirat Singh Rai, Behzad Foroughi, Maher N. Itani, Amanpreet SinghThe perception of sport consumers on peripheral stadium-quality services (PSQS) has evolved after compulsory precautionary measures were imposed on gatherings to alleviate…
Sponsorship and social justice: brand positioning on diversity and inclusion in sport marketing during the 2020 UEFA European football championship
Remco Beek, Jo Van Hoecke, Inge DeromContextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns…
Fans' perceptions of pro-environmental sustainability initiatives in sport and triple bottom line benefits
Ricardo Roseira Cayolla, Marco Escadas, Rui Biscaia, Timothy Kellison, Joana A. Quintela, Teresa SantosThe purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects…
Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch
Ssu-Yun Chou, Wooyoung (William) Jang, Shang Chun Ma, Ching-Hung Chang, Kevin K. ByonThe tremendous market growth of mobile platforms for esports underscores the need to understand players' psychological states and consumption behavior. Based on flow…
Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers
Sangchul Park, Hyun-Woo LeeFitness service companies often promote the companies' personal training service by attributing trainers' competent characteristics, qualifications or/and service…
Inclusivity in sports: fan attitudes and behaviors towards nonbinary athletes
A. Banu Elmadag, Gallayanee Yaoyuneyong, Brigitte BurgessThis study aims to examine diversity and inclusivity in sports from a sexual orientation perspective. A literature review summarizes known findings on attitudes and…
LGBTQ-inclusive fan codes of conduct in US athletic departments: a multilevel analysis
E. Nicole Melton, George B. Cunningham, Jeffrey D. MacCharles, Risa F. IsardSport organizations increasingly emphasize their support for lesbian, gay, bisexual, transgender and queer (LGBTQ) inclusion by promoting a perfect score on the Athlete…
“Giving PUMA the boot”–A case study of a contemporary consumer sports boycott
Jon DartThe purpose of this article is to offer a conceptual assessment of a contemporary consumer boycott of a global sports brand. A critical commentary is offered of the…
Returning for skill or popularity? The demand for esports match replay
Wenche WangAmong scholarly analyses of sport demand, few have considered the demand for match replays despite replays' indispensable role in sport broadcasts. Different from live…
Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude
Jan Schönberner, Herbert WoratschekIn marketing research, it is widely acknowledged that customer engagement leads to higher reputation, lower costs and increased revenues for firms. However, there are…
Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study
Manuel Alonso Dos Santos, Manuel J. Sánchez-Franco, Eduardo Torres-Moraga, Ferran Calabuig MorenoThis study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.
Brand communication and the mass vaccination center: stadium, team and community perspectives
Jackson Sears, Beth A. Cianfrone, Timothy KellisonThe usage of sport stadia for public service is increasingly common and may come in different forms. In the COVID-19 pandemic, this included sport entities hosting mass…
Diversity matters: highlighting the differences in sport consumption motives of marginalized college students
Alison Fridley, Austin Anderson, Sarah Stokowski, Stacey A. ForsytheThe purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang
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