International Journal of Sports Marketing and Sponsorship: Volume 20 Issue 3

Examining relationships among process quality, outcome quality, delight, satisfaction and behavioural intentions in fitness centres in Malaysia

Behzad Foroughi, Mohammad Iranmanesh, Hassan F. Gholipour, Sunghyup Sean Hyun

The purpose of this paper is to investigate the effects of process and outcome quality on fitness members’ delight and satisfaction. Furthermore, the relationships between…

Crafting a legacy: investigating the retired athlete brand image

Olzhas Taniyev, Brian S. Gordon

The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes.

A strategic approach to sports crisis management: Assessing the NFL concussion crisis from marketing and public relations perspectives

Danielle LaGree, Douglas Wilbur, Glen T. Cameron

Using the National Football League (NFL) concussion crisis context, the purpose of this paper is to provide sports marketers with a strategic approach to sports crisis management…

The importance of good behavior in college football teams in the USA: An interaction effect of team reputation on game attendance

Marcelo J. Alvarado-Vargas, Qi Zou

The purpose of this paper is to focus on two internal organizational factors in college football teams (team powerfulness and team reputation) and their combined relationship on…

Assessing strategic social partnerships between professional sports teams and NPOs in Australian football

Daniel Rayne, Heath McDonald, Civilai Leckie

The purpose of this paper is to assess corporate social responsibility (CSR) implemented via social partnerships between professional sports teams and not-for-profit organizations…

Revealed preferences among NBA fans: Is skin tone a factor?

Ariel R. Belasen, Alan T. Belasen

Skin tone has been shown to impact the ability of darker-skinned athletes to maximize their earnings to potential earnings ratio. Additionally, studies of fan preference have…

The negative spillover effect in sports sponsorship: An experiment examining the impact of team performance on sponsor’s brand trust

Shaofeng Yuan, Chunhui Huo, Tariq H. Malik

The purpose of this paper is to examine a possible negative spillover effect in sports sponsorship to answer whether the sponsored team’s poor performance will have a negative…

The effects of peripheral service quality on spectators’ emotions and behavioural intentions

Behzad Foroughi, Khairul Anuar Mohammad Shah, Thurasamy Ramayah, Mohammad Iranmanesh

The purpose of this paper is to investigate the impacts of peripheral service quality on football match spectators’ emotions and behavioural intention.

Structural relationship between market demand and member commitment associated with the marketing of martial arts programs

Minkil Kim, James Zhang

This study was conducted to ensure that the selected antecedent concepts, including market demand and psychological factors, were fully focused and studied in detail and depth…

Headwinds in sports sponsoring

Pytrik Schafraad, Joost W.M. Verhoeven

The purpose of this paper is to investigate the effects of a crisis situation in a sports team on the credibility of their sponsor and how the sponsor’s use of various crises…