International Journal of Sports Marketing and Sponsorship: Volume 16 Issue 4

Endorsement by 'looks': measuring gender bias

Michel Desbordes

Visual Analytics of Twitter Conversations about Corporate Sponsors of FC Barcelona and Juventus at the 2015 UEFA Final

Ricard W Jensen, Yam B Limbu, Yasha Spong

Until now, little research has been conducted to analyse Twitter conversations about the corporate sponsors of football clubs. The conventional and most widely used method has…

Is violence used to promote Mixed Martial Arts?

T. Christopher Greenwell, Dustin Thorn, Jason Simmons

This study examines how Mixed Martial Arts (MMA) events are marketed in order to understand the role of violence in promoting events. Researchers examined 134 pieces of…

Intangible and tangible value: brand equity benefits associated with collegiate athletics

Carl S Bozman, Daniel Friesner, Matthew Q McPherson, Nancy M Chase

This paper presents a simple methodological framework to characterise the tangible and intangible benefits of a university athletics department. The methodology is applied to the…

Assessing the relationships between image congruence, tourist satisfaction and intention to revisit in marathon tourism: the Shanghai International Marathon

Haiyan Huang, Luke Lunhua Mao, Junqi Wang, James J Zhang

The purpose of this study is to examine the relationships between image congruence, tourist satisfaction and intention to revisit in marathon tourism. The results show that both…

Segmenting the spectators of national team sports: the case of a pre-competition match

Christopher Hautbois, Patrick Bouchet

It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators' behaviours and attitudes, with…

Editorial policy

Michel Desbordes