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While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising and sponsorship measurement models across different consumer segments and to provide empirical justification for the practice.

Two independent samples were recruited from two different consumer segments: university student consumers (n = 290) and general consumers (n = 324). This study conducted multigroup invariance tests using LISREL 8.80. The measurement and structural invariances were concerned with factor loadings (λ), factor variance and covariance (f) and error variance (θ) metrics.

The factor patterns of the belief model were generally invariant between the advertising and sponsorship models in both consumer groups. However, the respondents interpreted three items between advertising and sponsorship in different ways: one annoyance/irritation item in the generic consumer group and two falsity/no sense items in the student consumer groups.

While the invariance test reveals three problematic items, the majority of items seem to be invariant, concluding that the advertising belief scale could be applicable to the sponsorship context.

In recent years, neurophysiological tools have been vastly applied in sport marketing research. Eye tracking, a pervasive sensor technology, has received a growing interest to examine the effects of advertising through sport on viewer attention. While there is a plethora of evidence in advertising that supports the positive effects of various advertising types and locations on viewer attention in various sport contexts, little is known about the role of a prosocial overlay ad on viewer attention when watching televised football matches. Therefore, this research aims to examine the differences in viewers' attention (i.e. fixation and duration) with regard to game attractiveness and colors of the prosocial message during televised football matches.

To identify the research gap, the authors first reviewed the relevant sport marketing and neuroscience research on advertising effectiveness. The authors selected a prosocial message displayed. Adopting an experimental research design and using eye tracking, this study examined the impacts of game attractiveness and colors of message on viewer attention to the prosocial message displayed on an overlay advertisement during a football match.

The authors found that the colors of prosocial messages and game attractiveness had significant effects on viewer attention to the prosocial message.

In this study, the authors sought to add advertisement color, as well as game attractiveness, to the extant knowledge in marketing literature as effective advertising factors in capturing viewers' attention. These variables can offer marketers new insights in designing effective advertisements for the context of televised sports events in a specialized field.

The purpose of this study is to investigate the relationship between employee values and knowledge management (KM) in sport organizations.

Data (N = 234) were collected online through a structured questionnaire from employees of 33 sport organizations in Iran. To test the hypotheses, Pearson correlation test and a regression analysis was conducted.

The results from the study revealed that there were significant relationships between employee values and KM. Both instrumental and terminal values significantly influenced KM.

One limitation of this study is related to the generalizability of the results. Therefore, the current study is required to be replicated with other sport organizations in various sectors (public or private) to improve external validity of the results.

Based on this study, employees of sport organizations in developing countries tend to store knowledge more than sharing and applying it. The findings can be used by human resources and KM practitioners who are interested in developing organizational knowledge through employees’ values.

Through this study, the positive roles of employee instrumental and terminal values, as the key drivers in determining intangible assets in organizations, were found.

The purpose of this paper is to examine the impact of perceived environmental quality of the stadium on fans’ future intentions to attend a game by highlighting the moderating effect of team loyalty.

Using latent moderated structural equations modeling, this study tested the direct impacts of stadium factors on consumers’ desire to stay and revisit intentions and the moderation effects of team loyalty based on Mehrabian and Russell’s environmental psychology behavioral model.

The results showed significant direct effects of team loyalty and desire to stay on revisit intentions. The stadium environment influenced desire to stay and revisit intentions only by the interactions with team loyalty. More specifically, higher loyalty led to higher desire to stay and revisit intentions, whereas fans’ positive experience of stadium environment intensified the effect.

The authors highlight the significant role of desire to stay on revisit intentions by incorporating the cognitive-affective system of human behavior. In addition, this study provides essential information for identifying the interaction effects of environmental factors and team loyalty on consumer behavior in sport settings.

Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan loyalty.

In total, 500 questionnaires were delivered to university students and 472 completed questionnaires were returned. Confirmatory factor analysis was conducted to test the psychometric properties of the measures and structural equation modeling was carried out to test the hypotheses.

The findings of this study show that three attributes of athlete brand image (e.g. marketable lifestyle, athletic performance and attractive appearance) positively influenced fan loyalty.

To increase the loyalty of fans, effective marketing strategies could be designed to create positive images of athletes with both athletes’ on-field (e.g. athletic skills, competition style and excellence in sport) and off-field performance (e.g. engagement with fans, community involvement, public relation and charity activities).

This paper provides valuable insights into the measurement of athlete brand image and fan loyalty and offers a foundation for future research on athlete brand management.

Enthusiasm for hosting mega sport events has been dampened mainly due to the opposition of local communities. Although the use of public relations that aims for two-way communication to build mutual understanding and the long-term relationship could be an effective tool in diminishing the opposition, little research exists that interprets the social concern with public relations theoretical lens. In this light, the primary purpose of the present study was to conceptualise government-public relationships in the context of mega sport events and to develop a valid and psychometrically sound scale to measure the relationship quality between two entities.

An initial pool of 23 potential government-public relationship items was drawn through item generation processes, including research synthesis and content validity. Then, this study collected 254 respondents via online surveys and split the total sample into two sets for exploratory factor analysis and (n = 127) and confirmatory factor analysis (n = 127).

As a result, the scale of the government-public relationships consists of 17 items representing three dimensions: control mutuality, trust and satisfaction.

The developed government-public relationship scale furnishes event marketers and researchers with a solid framework and a measurement tool for empirical examinations. The current research reveals that the dimensionality, reliability and validity of the three latent government-public relationships dimensions are satisfactory while failing to meet the general consensus that commitment is an important dimension of the existing organisation-public relationships scale.

The purpose of this research was to test the influence of consumer knowledge management on attitudinal and behavioral loyalty through service quality and psychological involvement.

The participants (N = 396) were recruited through a convenience sampling technique from non-profit sport clubs in Iran. Data were analyzed with the Structural Equation Modeling using Mplus 7.4.

The results revealed that the effects of service quality on psychological involvement were dependent on consumer knowledge management. Furthermore, there were the mediating effects of service quality and psychological involvement in the relationships between the consumer knowledge management and loyalty.

The research findings provide valuable insights for non-profit sport club managers seeking to better attract and retain their consumers by demonstrating the importance of investing in consumer knowledge management initiatives. Managers should thus integrate knowledge orientation into their marketing and relationship management strategies and apply the strategy into consumer knowledge within club services.

This study empirically highlights the important role of knowledge from, for and about the consumer on perceived service quality and loyalty building among the non-profit consumer base.

This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global sports brand. The English Premier League was selected as a global sports brand and four hypotheses were established to explain how consumers' perceived brand globalness affected their watching intention. Data were collected from 302 collegians in Republic of Korea. Results showed that perceived brand quality partially mediated the relationship between perceived brand globalness and watching intention, and ethnocentrism played a moderating role. The findings contribute to our understanding of consumption activities of global sport brands.

This study investigates the mediating effect of perceived value in the relationship between team identification and purchase intention towards licensed apparel within two different price settings (market price and 40% above market price). Considering adaptation level theory, cognitive dissonance theory and dual information processing, it is hypothesised that team identification will directly influence purchase intention when the price of a product decreases. Two models (partial mediation and full mediation) were constructed in each price setting and tested using structural equation modelling (SEM). The results indicate that the partial mediation model better fits the data for the 70,000 Won setting and the full mediation model was a better fit for the 90,000 Won setting.

This study reveals how a Korean monetary transmission mechanism evolves in the tumultuous decade of the 1990s. We show that (i) contractionary monetary policy shocks have more explanatory power for the post‐crisis periods than for the pre‐crisis period; (ii) the effects on output from external shocks attributed to the oil price and the U.S. federal fund rates are mixed; (iii) there is little positive spillover effect from the U.S. to Korea through the trade channel; and (iv) there is a positive spillover effect from the international capital market channel.