International Journal of Sports Marketing and Sponsorship: Volume 21 Issue 2

Subject:

Table of contents

An examination of the effects of outsourcing ticket sales force management

Nels Popp, Jonathan A. Jensen, Chad D. McEvoy, James F. Weiner

The purpose of the study is to ascertain whether sport organizations which outsource ticket sales force management outperform sports organizations which manage their ticket sales…

Individuals' intention to use sports wearables: the moderating role of technophobia

Nilsah Cavdar Aksoy, Alev Kocak Alan, Ebru Tumer Kabadayi, Alican Aksoy

This study aims to examine the wearable devices market as an essential representative of the digital age using a framework based on the Unified Theory of Acceptance and Use of…

1623

Developing a sport fan equity index

Young Do Kim, Marshall J. Magnusen, Yukyoum Kim, Minjung Kim

The primary purpose of this study was to generate a composite sport fan equity index (SFEI) for use in estimating the asset value of an individual fan to a sport organization. The…

Sport event tourists’ (SET’s) behavior: a case study of the PyeongChang Winter Olympics

Jinwoo Park, Minhong Kim, John Nauright, Young Hoon Kim

The purpose of this paper is to examine the relationships among athlete star power, enjoyment and revisit intention of sport event tourists in a sport mega-event (SME).

The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation

June Won, J. Lucy Lee

The purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional…

From knowing the game to enjoying the game: EEG/ERP assessment of emotional processing

Hyun-Woo Lee, Heetae Cho, Emily Lasko, Jun Woo Kim, Woong Kwon

In highlighting brain wave responses of emotional processing, the purpose of this study is to investigate (1) the effect of sport participation involvement on affective reaction…

Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club

Joana César Machado, Carla Carvalho Martins, Frederico Correia Ferreira, Susana C. Silva, Paulo Alexandre Duarte

Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands…

2495

Applicability of belief measures for advertising to sponsorship in sport

Do Young Pyun, Heetae Cho, Ho Keat Leng

While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both…

CSR in sport sponsorship consumers' perceptions of a sponsoring brand's CSR

Apollo Demirel

The purpose of this paper is to investigate the link between sponsorship of professional sport teams and consumers' socially responsible perceptions of a sponsoring brand. More…

2384

The effect of event experience quality on the satisfaction and behavioral intentions of motocross World Championship spectators

Hüseyin Çevik, Kerem Yıldırım Şimşek

The purpose of this study is to examine the theoretical relationship between experience quality (EXQ), satisfaction and the behavioral intentions (BI) of Motocross World…

Cover of International Journal of Sports Marketing and Sponsorship

ISSN:

1464-6668

Online date, start – end:

1999

Copyright Holder:

Emerald Publishing Limited

Open Access:

hybrid

Editor:

  • Dr James Zhang