International Journal of Sports Marketing and Sponsorship: Volume 21 Issue 1

Antecedents and consequence associated with esports gameplay

Wooyoung (William) Jang, Kevin K. Byon

Grounded in the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) (Venkatesh et al., 2012), the purpose of this paper is to examine the antecedents and consequence…

Rival team effects in cause-related sports marketing

Bridget Satinover Nichols, Joe Cobbs, B. David Tyler

The purpose of this paper is to examine how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans’ intentions to support…

Service quality, perceived value and behavioral intentions among highly and lowly identified baseball consumers across nations

Shang Chun Ma, Kyriaki Kaplanidou

The purpose of this paper is to understand how team identification and country influence professional baseball team spectators’ evaluations of service quality factors, perceived…

The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures

Daehwan Kim, Yongjae Ko, J. Lucy Lee, Yong Cheol Kim

Drawing on the corporate association framework and attribution theory, the purpose of this paper is twofold: first, to examine the shield effects of CSR-linked sport sponsorship…

The effect of service quality on foreign participants’ satisfaction and behavioral intention with the 2016 Shanghai International Marathon

Yi Xiao, Xiaoling Ren, Pei Zhang, Antonnette Ketlhoafetse

The purpose of this paper is to examine foreign participants’ service quality, satisfaction and behavioral intention during the 2016 Shanghai International Marathon, and to gain a…

Intercollegiate athletic programs, university brand equity and student satisfaction

Thomas A. Hanson, Michael R. Bryant, Katie J. Lyman

The purpose of this paper is to explore relationships among three primary variables: sports spectatorship of intercollegiate football, university brand equity and student…

Community-sport service provision, participant satisfaction, and participation: Experience and perspective of Guangdong, China

Liangjun Zhou, Jerred Junqi Wang, Xiaoying Chen, Beth Cianfrone, Nathan David Pifer

Since 2014, “sport for all” has been promoted as a new national strategy in China, which injects powerful dynamism and vitality for its development in numerous aspects. However…

The role of title sponsor’s philanthropy and team authenticity on fan identity and citizenship behaviors

Inje Cho, Minseong Kim, Kiki Kaplanidou

The purpose of this paper is to examine the relationships between sport team authenticity, fan identity and citizenship behaviors, and how the link between sport team authenticity…

Effects of brand exposure time duration and frequency on image transfer in sport sponsorship

Hyungil Kwon, Jae Eun Shin

The purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional…

Does ambushing pay off?: Comparing the effectiveness of event sponsorship, team sponsorship, and ambush marketing

Elias Ertz, Regina Viola Frey Cordes, Marion Buettgen

Little is known about the comparative effectiveness of official sports event sponsorship, sports team sponsorship and ambush marketing (AM). The purpose of this paper is therefore…