International Journal of Sports Marketing and Sponsorship
Issue(s) available: 89 – From Volume: 1 Issue: 1, to Volume: 22 Issue: 4
Volume 22
Volume 21
Volume 20
Volume 19
Volume 18
Volume 17
Volume 16
Volume 15
Volume 14
Volume 13
Volume 12
Volume 11
Volume 10
Volume 9
Volume 8
Volume 7
Volume 6
Volume 5
Volume 4
Volume 3
Volume 2
Volume 1
Career patterns of marketing managers in top European football clubs
Karolina NesselThe goal of this research was to explore career patterns of senior marketing managers in the best European football clubs (SMMEFCs).
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Antecedents of the attitude toward the athlete celebrities' human brand extensions
Jakeun KooThe present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports…
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Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram
Olan K.M. Scott, Nicholas Burton, Bo LiThis research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served…
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Game play and the effectiveness of sponsor signage: visual attention to brand messages in live sport broadcasts
Felix Boronczyk, Christopher Rumpf, Christoph BreuerTechnological innovations could allow for real-time control of sponsor exposure during sport broadcasts to increase the capacity of sponsor messages to attract attention…
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The transformative impact of big data applications in sport marketing: current and future directions
Yoseph Mamo, Yiran Su, Damon P.S. AndrewAs big data (BD) has increasingly become an important tool for managers and researchers to transform sport management practices, the purpose of this research is to…
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Will destination image drive the intention to revisit and recommend? Empirical evidence from golf tourism
Tat-Huei Cham, Jun-Hwa Cheah, Hiram Ting, Mumtaz Ali MemonDespite being a popular topic in sports tourism research, limited studies have focused on golf tourism in relation to destination image. The present study aimed to examine…
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The positive and negative impacts of social and personal self-categorizations on sport fans' experience
Anat Toder Alon, Avichai Shuv-Ami, Liad Bareket-BojmelThe current study postulated that fans' social identities (derived from the team sport clubs of which they perceive themselves to be members) coexist with their personal…
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Exploring the drivers and consequences of the “awe” emotion in outdoor sports – a study using the latest partial least squares structural equation modeling technique and necessary condition analysis
Yide Liu, Cheng Yu, Svenja DambergAwe is an essential post-experience assessment; nevertheless, few studies have discussed its role in the field of outdoor sports or outdoor sports tourism. In this study…
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Sport federations' organizational innovativeness: an empirical comparison of characteristics and attitudes
Joris Corthouts, Géraldine Zeimers, Kobe Helsen, Camille Demeulemeester, Thomas Könecke, Thierry Zintz, Jeroen ScheerderBeing innovative is important for non-profit sport organizations in order to meet the ever-changing and increasing societal needs. Understanding why and to what extent…
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Exploring the effects of the COVID-19 pandemic on sport tourism
Mona Mirehie, Inje ChoThe coronavirus disease 2019 (COVID-19) pandemic and consequent economic shutdown have had severe impacts on the tourism industry. Acquiring an understanding of the…
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Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements
Alcina Gaspar Ferreira, Cátia Fernandes Crespo, Cédric MendesIn this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In…
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Predicting consumers' intentions to purchase eco-friendly athletic wear in a moderated model of individual green values and gender
Nisar Ahmed Channa, Beenish Tariq, Altaf Hussain Samo, Niaz Hussain Ghumro, Naveed Akhtar QureshiUsing three theoretical lenses − organismic integration theory (OIT), theory of values-belief-norm (VBN) and gender schema theory (GST) − this study aims to examine the…
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An interpretive structural model for factors affecting the tax compliance of professional athletes: a case study of football players
Zhaleh Memari, Abbas Rezaei Pandari, Fahimeh BemanzadehTax revenues are becoming one of the crucial tax policy segments in developing countries. Governments intend to collect more funds in the budget. The study aimed to…
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Retail quality, market environment and business survival in the retail Apocalypse: an investigation of the sporting goods retail industry
Luke L. MaoIn the era of the retail Apocalypse, the surge of e-commerce has transmuted the competitive landscape for many traditional retailers that heavily rely on brick-and-mortar…
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Motivational determinants of digital ticketing: the mediating effect of service satisfaction and the moderating effect of psychological discomfort
Sanghoon Kim, Ho Yeol Yu, Hyun-Woo LeeThe purpose of the study was (1) to examine the motivational composites determining consumers' continued intention to use digital ticketing via self-service technology…
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Pro softball fan segments: a two-step cluster analysis
Ceyda Mumcu, Nancy LoughNiche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer…
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Predicting future use intention of fitness apps among fitness app users in the United Kingdom: the role of health consciousness
Svenja DambergThis study replicates and extends the unified theory of acceptance and use of technology (UTAUT2) to explain the drivers of future use intention of fitness apps among…
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Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements
Daehwan Kim, Joon Sung Lee, Wonseok (Eric) Jang, Yong Jae KoMarketers and brand managers are subject to reputational crises when their endorsers are involved in scandals. To effectively manage such crises, it is imperative to…
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Antecedents of satisfaction and loyalty in different spectator tribes in a football context
Giuseppe Lamberti, Josep Rialp, Alexandra SimonExtending existing research in a football context, this study explores how image and service quality influence spectator tribe satisfaction and loyalty and variations in…
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The brand persona of a football manager – the case of Arsène Wenger
Adele BerndtSport is an important economic activity, and understanding the role of teams and managers is necessary, yet managers – specifically their brand personas – have been the…
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Season ticket holder segmentation in professional sports: an application of the sports relationship marketing model
David J. Finch, Gashaw Abeza, Norm O'Reilly, John Nadeau, Nadège Levallet, David Legg, Bill FosterThe segmentation of customers into homogeneous groups is well researched, reflecting its importance to marketers. Specific to professional sports, published research on…
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The relative influence of spectator dysfunctional behavior on spectator enjoyment in Major League Baseball
Zack P. Pedersen, Kyungyeol (Anthony) Kim, Kevin K. Byon, Antonio S. WilliamsThe purpose of this study is to evaluate the perceived enjoyment that is derived from spectators observing other spectators’ dysfunctional behavior during a game.
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Rasch calibration and optimal categorization of the sport fandom questionnaire
Han Soo Kim, Minsoo Kang, Minjung KimThe purpose of this study is to evaluate the category function of the sport fandom questionnaire (SFQ), determine the optimal categorization of the SFQ and calibrate the…
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Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research
Youngho Park, Dae Hee KwakThe current study aims to provide a systematic approach to detecting and identifying social desirability bias (SDB) in survey data using controversial sponsorship as a…
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Continuance intention in running apps: the moderating effect of relationship norms
Li Keng Cheng, Hsien-Long Huang, Ching-Chi LaiThe number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection…
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No games to watch: empirical analysis of sport fans’ stress and coping strategies during COVID-19 lockdown
Youngbum Kwon, Dae Hee KwakThe global outbreak of the COVID-19 forced most sport leagues to cancel games in March–April 2020, leaving no sport games to watch for sport fans. The present study…
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The use of fitness centre apps and its relation to customer satisfaction: a UTAUT2 perspective
Helena Ferreira Barbosa, Jerónimo García-Fernández, Vera Pedragosa, Gabriel Cepeda-CarrionThe purpose of this paper is to analyse the intention of using fitness app made available by the fitness centre to its members and their relationship with overall customer…
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(Dis)Innovative digital strategy in professional sport: examining sponsor leveraging through social media
Brandon Mastromartino, Michael L. NaraineThe purpose of this study was to examine the effectiveness of social media strategies of sport organizations when an unexpected absence of relevant content occurs. The…
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Sport rebranding: the effect of different degrees of sport logo redesign on brand attitude and purchase intention
Antonio S. Williams, Sungwook SonDespite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect…
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The effects of high-tech cameras on sports consumers' viewing experiences: the moderating role of sports involvement
Wonseok (Eric) Jang, Young Jun Kim, Kyungro Chang, Taehee KimBased on the limited-capacity model of motivated mediated message processing (LC4MP), this study aims to examine the effects of different camera types on the viewing…
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Impact of market demand on recurring hallmark sporting event spectators: an empirical study of the Shanghai Masters
Lei Luo, Tyreal Yizhou Qian, Gregg Rich, James J. ZhangThe current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and…
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The influence of technological interactivity and media sociability on sport consumer value co-creation behaviors via collective efficacy and collective intelligence
Younghan Lee, Dae-eun KimThe current study aims to explain the influence of technological interactivity and media sociability on sport consumer value co-creation behavior via collective efficacy…
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Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements
Jun-Phil Uhm, Hyun-Woo Lee, Jin-Wook Han, Dong-Kyu KimThe purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We…
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Collaborative consumption sport hosting: value and consumption constraints
Michael Goldman, Brandon Brown, Eric C. SchwarzThe purpose of this paper is to find evidence of the benefits and constraints of collaborative consumption experiences by investigating the perceptions of hosts and…
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Sports event portfolios: an innovative tool and a new management paradigm
Jesyca Salgado-Barandela, Angel Barajas, Patricio Sanchez-FernandezThe organization of several small-scale events throughout the year is called event portfolio and may contribute to the development of the city strategy in the touristic…
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Innovation from sport's entrepreneurship and intrapreneurship: opportunities from a systematic review
Alejandro Lara-Bocanegra, M. Rocío Bohórquez, Jerónimo García-FernándezThe main aim of this study was to analyze and establish the state of the question about entrepreneurship and intrapreneurship in sport, identify the role of innovation in…
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ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang
Further Information
