International Journal of Sports Marketing and Sponsorship: Volume 11 Issue 2

Diversity is our strength in tougher times

Michel Desbordes

Martial arts participation: consumer motivation

Yong Jae Ko, Yu Kyoum Kim

Although the martial arts industry is rapidly evolving into a mature and highly competitive marketplace, only a few studies have been conducted to understand why people…

Buyer or browser? An analysis of sports fan behaviour online

Zhu Zhang, Doyeon Won

This investigation evaluated four sports fan characteristics (fan identification, trust in internet shopping, attitude towards online purchasing, and perceptions of convenience…

Exploring the relationship between involvement, fan attraction, psychological commitment and behavioural loyalty in a sports spectator context

Colleen C. Bee, Mark E. Havitz

Consumer loyalty has long been recognised as a key consideration of marketing strategies focused on customer retention. While the importance of the loyalty construct is widely…

The effects of the type of audience, involvement, interest and socio-demographic variables on sponsor recall: the soccer African Nations Cup

Fawzi Dekhil

The main objective of this research was to measure the effects on sponsor recall¹ at the soccer African Nations Cup (ANC) in Tunisia in 2004. This quantitative investigation used…

Editorial policy

Michel Desbordes