International Journal of Sports Marketing and Sponsorship: Volume 16 Issue 1

Could sponsorship polarity damage sport?

Michel Desbordes

Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans

Rui Biscaia, Abel Correia, Stephen Ross, António Rosado

This research aims to examine football fans' awareness of their team sponsors and to compare sponsorship awareness between season ticket holders and casual spectators. Data was…

Customer productivity in technology-based self-service of virtual golf simulators

Taehee Kim, Hyomin Seo, Min Cheol Kim, Kyungro Chang

Boosting productivity in the service sector is a key priority for promoting long-term growth. To have customers perform certain tasks normally undertaken by employees is an…

Understanding purchasing intentions in secondary sports ticket websites

Taesoo Ahn, Young Ik Suh, Jin Kyun Lee, Paul M Pedersen

The purpose of this study was to examine purchasing intentions in online sports ticketing websites. Based on previous research related to business-to-consumer (B2C) e-commerce…

The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement

Jung-Gyo Lee, Jaejin Park

The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports…

Editorial policy

Michel Desbordes