International Journal of Sports Marketing and Sponsorship: Volume 19 Issue 3

Impact of international sports events on the attendance of domestic sports league games using Chinese Super League data

Yan Feng, Jia Lu, Yeujun Yoon

Experiences of high quality games between top-class sports teams could influence sports fans’ decision to attend the domestic sports games. For example, soccer fans who watched…

The British Olympic football team: A quasi-experimental assessment of support for a new sport team among Scottish and English football fans

Stephen Hills, Bob Heere, Matt Walker

The decision by the British Olympic Association to enter a soccer team into the Olympic Games of 2012, having not participated in the Olympic soccer competition since 1960…

What did Ryan Lochte do? The double-edged sword of endorsers behaving badly

Jessica Vredenburg, Marilyn Giroux

Endorsement deals are a key contributing factor for companies to gain brand recognition and positive brand associations from consumers. However, endorsement relationships can be…

Impact of athletic star power on product consumption

Karla McCormick

The purpose of this paper is to determine if the star power of an athletic endorser influenced consumers’ consumption of the advertised product. Specifically, does the amount of…

The role of the categorization process on the influence of a famous football player on the evaluations of a football team

Rogelio Puente-Díaz, Judith Cavazos-Arroyo

The purpose of this paper is to examine how the categorization of a football player influences the evaluations of a football team among participants from Mexico and to test for…

Sports, storytelling and social media: a review and conceptualization

Christofer Laurell, Sten Söderman

Professional sports organizations have a long tradition of utilizing stories as part of their marketing efforts. However, as the media landscape has undergone considerable change…

How public sport centers can improve the sport consumer experience

Ignacio Cepeda-Carrión, Gabriel Cepeda-Carrion

The sport consumer experience is becoming an important aspect to sport center’s management. From this point, the purpose of this paper is to explore and examine the relationship…