International Journal of Sports Marketing and Sponsorship
Issue(s) available: 105 – From Volume: 1 Issue: 1, to Volume: 26 Issue: 6
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Volume 19
From gamification to personalization: sports media, Web 3.0 and the desire for the ultimate fan experience
Andrew C. BillingsThe purpose of this essay is to explore the ramifications of Web 3.0 on sports media and the desire for the ultimate fan experience.
The impact of doping scandals on on-site spectator satisfaction at major sport events
Martin Schnitzer, Sarah Piller, Monica Nadegger, Julia Staudegger, Jason Bocarro, Michael BarthThis study analyzes whether a doping scandal occurring during a global major sport event has an impact on on-site spectator satisfaction.
Gamers’ gratifications and continuous intention to play eSports: the mediating role of gamers’ satisfaction-a PLS-SEM and NCA study
Muhammad Shahzeb Fayyaz, Amir Zaib Abbasi, Rehan Ahmad, Muhammad Hamza Qummar, Rodoula H. Tsiotsou, Saqib MahmoodThis study aims to investigate the relationship between different hedonic (e.g. enjoyment and escapism) and utilitarian (e.g. achievement and challenge) gratifications and…
Going green in road races: enhancing runners’ green brand loyalty – the roles of green brand positioning, attitude and identification
Jin-Long ChenThis study develops a theoretical framework to explore the influence of green brand positioning on green brand loyalty, examining the mediating effects of green brand attitude and…
Influence of game context on sport fan dietary choices: framing food attributes to promote healthier eating
Yonghwan Chang, Aaron C. Mansfield, Taewoong YooThis study investigates the intersection between nutrition and sport management, focusing on how sport fans' dietary choices are influenced by the framing of food attributes in…
Generative A.I. in sport advertising: effects of source-message (in)congruence, model types and A.I. awareness
J. Lucy Lee, Si Hoon Choi, Suzy Jeong, Namho KoThe purpose of the study was to investigate the effects of artificial intelligence (A.I.) awareness, advertisement models and source-message incongruence on consumer evaluations…
Millennials’ perceived value and intention to purchase athleisure products: the mediating role of desire for conspicuous consumption
Yeayoung Noh, Na Young AhnAs Millennials consist of most of the world’s population, there is a growing body of research understanding their consumption patterns in sport. We examined the relationship among…
Perceived value, service quality and service convenience on behavioral intentions in fitness centers: a comparison between customers with and without personal training
Helena Ferreira-Barbosa, Bebiana Sabino, Vânia Loureiro, Gabriel Cepeda-CarrionThis study aimed to propose and test a model that describes the different aspects and mechanisms that influence the behavioral intentions of fitness center customers by examining…
The role of athlete brands for the international marketing of professional sports leagues: a case study of the German Bundesliga in Asia
Matthias Anderski, Pascal Stegmann, Geoff Dickson, Tim StröbelThis study investigates the role of athlete brands for the international marketing of professional sports leagues by examining how athlete brands contribute to initiatives of…
How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective
Caner Özgen, Euisoo Kim, Hüseyin Köse, Velittin Balcı, Hüseyin ÇevikThe purpose of this research is to examine the holistic impact of expanded servicescape stimuli (physical, social, socio-symbolic, natural) on the decision-making processes…
Promotion of the 2022 Olympic Winter Games on Chinese and Western social media
Simon Licen, Nastja CermeljThe 2022 Olympic Winter Games in Beijing were the first sporting mega-event held in a country that limits access to popular Western social networks. Since both domestic and…
In the arena of debate: a systematic literature review on sports sponsorship by controversial industries
Katho Jacobs, Steffi De Jans, Tom Evens, Bram ConstandtThis systematic literature review examines the domain of sports sponsorship involving controversial industries. We delve into the shared patterns, differences and overarching…
Scoring big – how sports video game features drive virtual ownership, willingness to pay and soccer participation
Joern Schlimm, Sebastiano Mereu, Christoph BreuerSports organizations have a strategic interest in utilizing video games as a means to generate commercial opportunities and increase participation in their respective sports. This…
Racial preferences in sports NFTs? Empirical evidence from NBA Top Shots
Jeremy Nguyen, Carleigh Yeomans, Adam KargThe purpose of this paper is to analyse a large data set of over 2.4 million Top Shot NFT transactions to determine whether there is evidence of revealed racial preferences in…
How streamer credibility affects viewers’ willingness to pay for online games: a social identity perspective
Umut Kubat DokumacıThis paper proposes a structural model that explores the relationship between game/esports streamers’ credibility dimensions and viewers’ willingness to spend money (WTP) on…
From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship
Andrzej Szymkowiak, Urszula Garczarek-Bąk, Agnieszka Frątczak, Adam MetelskiThis study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward…
Consumer adoption of virtual reality for spectator sport: an adopter categorization based on the diffusion of innovation and uses and gratification theories
Kwangho Park, Gi-Yong Koo, Minkil Kim, Sanghoon KimThe purpose of this study is to (1) identify the factors that affect the adoption of virtual reality (VR) for spectator sports, (2) examine the differences in the factors among…
Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy
Robert Madrigal, Jesse KingSponsorship identification accuracy is typically assessed as the percentage of consumers answering “yes” when asked if a brand is a sponsor (hits). However, this fails to consider…
Strategic philanthropy of athletes after transgression: examining the congruence effect of pre-transgression and transgression issues
Myungwoo Lee, Dong Hun Lee, Michael Cottingham, Billy HawkinsThis study comprehensively explains how sports consumers evaluate athletes’ post-transgression philanthropic activities. We specifically focus on the congruence effect between the…
Did you notice us? An eye-tracking investigation of sponsorship at the US Olympic swim trials
Ali B. Mondt, Alan Morse, Zachary EvansThis study aimed to investigate the ecological validity of sponsorship effectiveness by examining the visual attention paid to sponsorship at a live sporting event and the…
Impact of sports brands’ activities: Are consumers willing to pay a price premium?
Min-Ah Ryu, Han Soo Kim, Weisheng Chiu, Seomgyun LeeThe environmental, social and governance (ESG) movement has become a global phenomenon, penetrating even the sports branding industry. Accordingly, this study investigated whether…
Relationship between body involvement and post-trip behavioral intention in sports tourism: an embodied cognition perspective
Rujiu Gao, Denise Koh, Ling WangBased on the theory of embodied cognition, this study uses the Mehrabian–Rusell model to explore the influence of tourists’ body involvement during sports vacations on their…
Digitalization in action sports: blessing or curse?
Willem Standaert, Elena MazurovaThis study aims to identify how the use of digital technology for performance and commercial aspects of action sports can both create and destruct value.
Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying
Heetae Cho, Weisheng Chiu, Hyoung-Kil Kang, Hyun-Woo LeeThe current study investigated the relationship between nostalgia, conspicuous consumption, and impulse buying and compared gender differences in the effects of nostalgia on…
A machine learning approach to predict classification of fans’ attitudes toward sponsors
Junyi Bian, Benjamin Colin CorkThis study aims to develop and validate an accurate machine learning model to categorize NBA fans into meaningful clusters based on their perceptions of sport sponsorship…
Connecting event impact perceptions to sponsor-related behaviours among residents in the host city
Torill Olsen, Yosuke Tsuji, Shintaro SatoThis study examines the relationships among residents' event impact perceptions, attitude towards events, attitude towards sponsors and sponsor-related behavioural intentions…
Pre-post examination of residents’ destination image toward mega event hosting country with strained bilateral relations
Kevin K. Byon, Juha Yoon, Alex Gang, Juho Park, Paul M. PedersenThe current study applied the concept of country image to a context of bilateral relations for two post-Soviet states to examine the impact of a mega sport event on the image of…
Diversity, equity and inclusion in the sport metaverse
George B. Cunningham, Yong Jae KoThe purpose of this paper is to examine the relationships among diversity, equity and inclusion (DEI), sport and the metaverse.
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect
Min Jin Park, J. Lucy LeeThe purposes of the paper were (1) to examine the primary motives for owning sports NFTs and (2) to investigate their influence on fan consumption behavior toward sports teams for…
Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions
Kyu-soo Chung, Chad Goebert, John David JohnsonWith the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect…
Demonstrating and communicating artificial intelligence brand capabilities: Amazon Web Services sponsorship with the National Football League
John A. Fortunato, Allie KosterichAs artificial intelligence (AI) continues to influence sports league and team operations, the brands providing these services are sponsoring sports properties to demonstrate and…
Navigating emerging trademarks issues for sport brands in the metaverse
Suji Kim, John Grady, Khalid BallouliThis paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse.
Contesting fan tokens under crypto-capitalism: how sport NFT furthers the hypercommodification of fandom
Chen ChenGiven the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic…
Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports
Minkyo Lee, Xiaochen ZhouThe purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its…
ISSN:
1464-6668e-ISSN:
2515-7841ISSN-L:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang
Further Information
