International Journal of Sports Marketing and Sponsorship: Volume 19 Issue 4

Twitter and Olympics: Exploring factors which impact fans following American Olympic Governing Bodies

Bo Li, Olan K.M. Scott, Stephen W. Dittmore

The purpose of this paper is to examine how Olympic audiences utilized Twitter to follow American National Governing Bodies (NGBs) during the 2016 Rio Olympic Games.

Female users of unisex fitness centres and of fitness centres exclusive for women: satisfaction

Mónica Haro-González, Raquel Pérez-Ordás, Alberto Grao-Cruces, Román Nuviala, Alberto Nuviala

The purpose of this paper is to determine how an instrument – designed to assess quality, value, and satisfaction – works, and compare results obtained in female users of unisex…

Investigating social media consumption, sports enthusiasm, and gender on sponsorship outcomes in the context of Rio Olympics

Sunil Hazari

Using the context of Rio Olympic games, the purpose of this paper is to investigate attitude toward sponsorship outcome as it relates to purchase behavior, gender, sponsor…

Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model

Huai-Liang Liang, Ping-I Lin

Enterprises must select the best optimal endorser-product fit in order to maximize the limited budget available for endorsements. Previous studies have determined that the…

Gradual vs entire sponsorship termination: How to manage the ending of a sponsorship engagement

Christopher Dick

The few studies on the effects of a sponsorship termination do not consider the effects of different exit options on consumers’ attitudes toward the exiting sponsor. To fill this…

Sports brand positioning: Positioning congruence and consumer perceptions toward brands

J. Lucy Lee, Yukyoum Kim, June Won

The purpose of this paper is to identify the location of sport brands in sport consumers’ minds using a perceptual map of multiple positions; and examine whether there is…