International Journal of Sports Marketing and Sponsorship
Issue(s) available: 92 – From Volume: 1 Issue: 1, to Volume: 23 Issue: 3
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Temporal team switching after the elimination of the supported team at a knockout tournament
Endzhe Latypova, Hirotaka MatsuokaWhile the tournament format is common within organized sports, little is known about the supporting behavior of tournament event fans. The defeat of the supported team and…
Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator
Fong Jia Wang, Weisheng ChiuThis study examined the relationships between service encounter, perceived value, and repurchase intention in the fitness service sector through the theoretical lens of…
Distinctions in environmental attitudes between soccer and American football fans
Timothy Kellison, Beth A. CianfroneIn this study, the authors examine consumer attitudes toward a professional soccer club’s proenvironmental initiatives and evaluate whether key themes are consistent with…
Risk and psychological return: a moderating role of COVID-19 risk perception in the impact of team identification on vitality after sport spectatorship in Tokyo
Keita Kinoshita, Hirotaka MatsuokaThe purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction…
From horizontal to vertical relationships: how online community identification fosters sport fans’ team identification and behavioural intentions
Sungkyung Kim, Argyro Elisavet ManoliWith the remarkable advancements in information and communication technologies, comprehending online sport fan communities is being pushed further up in the agenda of…
The role of trust in sports organization crisis communication: the case of the Houston Astros' sign-stealing scandal
Seomgyun Lee, Taeyeon OhThe current study examines (1) the relationships among the crisis response, trust and negative behavioral intentions (i.e. avoidance and revenge), (2) the mediation role…
Effects of in-game brand congruity on esports consumers' implicit and explicit memory
Yongjin Hwang, Nicholas Masafumi Watanabe, Mark NagelThis study aims to examine the impacts of brand congruity of in-game brand placement on esports consumers' implicit and explicit memory.
A systematic review on spectator behavior in esports: why do people watch?
Julia Rietz, Kirstin HallmannEsports is rapidly growing in popularity and viewership. The study's purpose was threefold: (1) to provide a systematic review and synthesis of esports spectatorship…
Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship
David M. Herold, C. Keith Harrison, Scott J. BuksteinA perceived misalignment between socially responsible fans and football club management has recently led to a major crisis during the annual meeting in 2021 of Bayern…
Factors affecting users’ stickiness of fitness apps: an empirical study based on the S-O-R perspective
Xianzhong Teng, Zheshi BaoDespite fitness applications (apps) are increasingly downloaded by smartphone users in recent years, the usage behavior after initial adoption often lasts for a short…
Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020
Dan Li, Nicholas Masafumi WatanabeThis study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.
A re-examination of conspicuous sport consumption theory on golf and skiing from leisure involvement perspective
Huimin Song, Ting-ting Zeng, Brian H. YimThe purpose of this study was to examine the relationship between leisure involvement (LI), conspicuous sport consumption and subjective well-being (SW) for two luxury…
Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training
Sangchul Park, Shinhyoung Lee, Hyun-Woo LeeThis study aims to examine how and when trainers' muscle mass impacts service purchase of personal fitness training, drawing upon signaling theory. Specifically, the…
Reversing equity transfer in sponsorship for competitive advantage of emerging local events: quantitative evidence from an experimental study
Jerred Junqi Wang, Tyreal Yizhou Qian, Bo Li, Brandon MastromartinoBuilt upon the balance theory and schema theory, this study examined the impact of sponsors' intangible attributes, including consumer-based brand equity (CBBE) and…
An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics
Yusuf Oc, Aysegul TokerThis study explores the drivers behind sports technology use and identifies the need for a new conceptualization of sports technology adoption. To address this issue, the…
When sports sponsorship incurs brand risk: the roles of team performance, brand familiarity and team identification
Shaofeng Yuan, Ying GaoThis study investigated the potential negative effects of a sponsored team's losing performance on audiences' trust and purchase intention toward the sponsoring brand…
Rethinking dual careers: success factors for career transition of professional football players and the role of sport entrepreneurship
Ana Sofia Ramos, Jonas Hammerschmidt, Antonio Sérgio Ribeiro, Francisco Lima, Sascha KrausThe purpose of this longitudinal study is to examine the dual career and entrepreneurial experiences of professional football players and their influence on the career…
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…
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…
Netizens' behavior towards a blockchain-based esports framework: a TPB and machine learning integrated approach
Jitendra Yadav, Madhvendra Misra, Nripendra P. Rana, Kuldeep Singh, Sam GoundarBased on the concepts confined in Ajzen's theory of planned behavior (TPB), this study investigates users' attitudes towards adoption of a blockchain-based framework in…
Gym users: an enabler in creating an acceptance of sports and fitness wearable devices in India
Prashant Raman, Kumar AashishThere are two-fold objectives to this research. First is to analyse the importance of technology readiness (TR) for the users in using sports and fitness wearable devices…
A comparative analysis of sports gambling in the United States
Brendan Dwyer, Ted Hayduk, Joris DrayerThe purpose of the study was to explore differences in demographic, self-concept and fan behavior factors that predict sports fans who bet and those who do not in legal…
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…
(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…
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…
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…
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang
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