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As the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions.

Empirical data were collected from 240 useful responses to an online experiment, and research hypotheses were tested using (moderated) serial mediation analyses.

The study's findings indicate that an endorser has a positive influence on consumers' purchase intentions through their perceptions of the advertisement and the endorsed brand. A moderated serial mediation analysis finds differences in the four types of endorsers analyzed. A sports celebrity is the most effective type of endorser in increasing consumers' purchase intentions, whereas endorsements by company managers and peer consumers, while also positive, are less effective in influencing advertising outcomes. An expert's endorsement is comparable to that of a manager but not significant.

The generalizability of the study's findings is limited because of a restricted data sample, the use of fictitious endorsers and the limited number of product categories and brands analyzed.

The study systematically analyzes the behavioral influence of four types of endorsers on consumers' purchase intentions, mediated by their perceptions of the advertisements and the endorsed brand. The results of this analysis extend the current state of endorsement research, indicating that endorsements should be integrated into companies' marketing strategies and provide marketing professionals practical guidance on which type of endorser is most effective in influencing advertising outcomes.

The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined.

The study utilized a 2 (advertising appeal: emotional vs rational) ×2 (gender: male vs female)×2 (sport product type: utilitarian vs hedonic) research design. Data were collected from 160 sport product users. The collected data were analyzed using three-way analysis of variance (ANOVA).

The results indicated that emotional advertising has a greater impact on the attitude toward advertising and the intention to purchase sports products. The results also revealed that rational advertising appeals have more impact for utilitarian sports products and that emotional advertising appeals are more effective for hedonic sports products. However, there were no significant effects for gender as a moderating variable.

This is the first study to examine responses to rational and emotional appeals in sports product advertisements.

Sports events are tourist attractions and their image components can relate to the destination image concept and structure. This study examined sports event images held by active and passive sports tourists at four marathon races in Germany. Some differences in the perception of event images were found for active and passive sports tourists as well as for different types of destinations. For active sports tourists, emotional, physical and organisational image associations were clustered closer. For passive sports tourists, social and historical image associations were clustered closer. The type of destination elicited different event images among active and passive sports tourists.

This study explores the drivers behind sports technology use and identifies the need for a new conceptualization of sports technology adoption. To address this issue, the authors create a new construct, “context-awareness,” with four dimensions: tracking, coaching, sharing and gamification.

The paper uses a mixed-method approach, including in-depth interviews and partial least squares structural equation modeling. The proposed model combines technology acceptance frameworks with the Sports Motivation Scale and a novel context-awareness scale. It is empirically tested with a diverse sample of 600 respondents to identify use-intention differences according to sports motivation and sport types.

The paper reveals group differences in sports type (dynamic vs nondynamic) and sports motivation (intrinsic vs extrinsic) regarding sports technology use. It also suggests that perceived technology characteristics mediate the relationship between context-aware features and intention to use.

This research introduces a new construct of “context-awareness” into the literature on new technology acceptance. The proposed model combines insights from information systems, sports science, sports marketing and sports medicine to explain the adoption of complex technology.

City branding has become a very popular activity all over the globe. In this paper the authors aim to show the importance of sports events in city re‐branding strategies, and how businesses take advantage of such opportunities to increase their incomes.

A new framework is presented that is based on four different alternatives for city re‐branding strategies based on sport events. These four re‐branding strategies are derived from two main dimensions: the locus of the sports event (local vs international) and the longevity of the sports event (one‐off vs continual).

Prospective hosts of mega or international sports events must ensure that people all over the world see their city as a leisure, tourism and consumption center and not just a sports arena. Conversely, when hosting medium or minor sports events, planners must aim for these sport events to increase residents' civic pride.

This conceptual paper demonstrates how city planners and decision makers can leverage their city image and its business sector's potential to earn from this event directly and indirectly, based on the aforesaid four re‐branding strategies: Mega sports events, International sports events, Medium sport events, and Minor sport events.

This article deals with four types of sports event strategies at the same time, whereas other investigations tend to deal with only a single type.

Endorsement research has focused primarily on determining the effectiveness of single endorsers, whereas marketing practice shows that companies usually engage multiple endorsers to promote their brands and products. As academic evidence for multiple endorsers is limited and extant findings are ambiguous, the purpose of this study is to determine the influence of different multiple endorser combinations on consumers' purchase intentions for a sports-related product endorsement and to identify whether endorser-product congruence and consumers' involvement with the endorsed product moderate endorsers' influences.

Two-hundred thirty-three useful responses were collected to an online experiment, and endorsers' direct and indirect influences on consumers' purchase intentions were analyzed in serial mediation analyses. Potential moderating effects of endorser-product congruence and consumers' involvement with the endorsed product were tested in moderated regression analyses.

The study's findings show that using multiple endorsers has an overall positive influence on consumers' purchase intentions, which is mediated by their attitudes toward the advertisements and the endorsed brand. Endorser-product congruence moderates an endorsement's effectiveness, whereas a moderating effect of consumers' product involvement was not supported.

This study adds to the extant body of endorsement research by confirming the overall effectiveness of using multiple endorsers to influence consumers' intentions to purchase the endorsed product. In addition, by showing that endorser-product congruence determines endorsers' effectiveness in a multiple endorser context, the study extends the current research perspective and provides practical implications for marketing professionals on how to combine multiple endorsers.

Based on the increasing significance and proliferation of sports marketing and sponsorship, it is important to explore the state of sports marketing and sponsorship research, assess the development of sponsorship-related research, and grasp its future directions. Thus, the purpose of this paper is to help scholars understand future research directions to improve our knowledge of sports marketing and sponsorship.

This study used content analysis that incorporated three multidimensional measures and applied social network analysis in order to identify the knowledge structure of sponsorship research. The authors conducted content analysis to assess the status of the nature of sports marketing and sponsorship in the International Journal of Sports Marketing & Sponsorship (IJSMS). The authors coded 282 articles published in the IJSMS from 1999 through 2015 using three multidimensional measures.

Analyzing research trends in specific academic fields helps improve and provide understanding of research practices and future research directions to improve knowledge, in this case about sports marketing and sponsorship. This study is the most up-to-date research trend study regarding sports marketing and sponsorship (December 2015). Compared with previous trend studies that have focused on research purpose, research perspective, statistical method, and subject area, this study offers a more detailed analysis based on a wider set of concepts such as game types, individual authors, affiliated organizations, countries of origin, etc. Furthermore, social network analysis was used to identify the knowledge structure of sponsorship research in the IJSMS. The study provides valuable insight into the challenges marketers and scholars face as they implement a more market-centric business strategy.

The study aims to highlight the knowledge structure of sports marketing and sponsorship using social networking analysis. In order to highlight specific research area trends, the process of development should be explored together with the intellectual structure of sports marketing and sponsorship research using “Author Co-citation Analysis”. Such an analysis would provide the advantage of incorporating the development process into sports marketing and sponsorship research.

Marketers and researchers have long explored the effects of sponsorship, an alternative marketing strategy to commercial advertising that involves placement of brand images and logos on athletes’ uniform and equipment as well as on structural elements of sports venues. Sponsoring the Olympic Games or the World Cup enables marketers to leverage the exposure made possible at a global sporting event, producing favorable responses to sponsoring companies. From a marketing communication perspective, this study makes a valuable contribution to the literature by reviewing the diversity of articles and the knowledge structure of those articles. The results should benefit marketing studies by offering crucial strategic implications for marketers seeking to adopt future sponsorship strategies.

The results provide valuable insights that can improve the understanding of the knowledge structure of sports marketing and sponsorship and suggest planning and directions for research on similar topics. This study’s findings provide insight into the challenges marketers and managers of corporate sports marketing firms face as they implement a more market-centric business strategy.

This study aims to develop a sports bra with cosmetic microcapsules that supports the breasts and provides an aesthetically upright and lifted posture by using 28 days period.

A fitting process was carried out on provided seamless sports bras to determine the criteria that have to be improved considering the desired properties. The new sports bras were produced after the pattern design was developed; cosmetic microcapsules were applied to some of the bras and some were used as a control group to compare the real cosmetic effects. Female subjects tried the newly developed sports bras in a 28-day wear trial. Measurements were taken at certain periods during the wear trials, and the obtained data were analyzed statistically.

The findings of this study determined that the product provides a decrease in breast girth and increases skin moisture and nipple height after 28 days of regular use due to the effect of cosmetic ingredients released from microcapsules. A great majority of subjects found the breast lifting and supporting property of the sports bra successful and were satisfied with the new shape of the subjects' breasts.

Fitting studies were carried out directly on the female body, and the designed and developed encapsulating type sports bra has been transformed into a cosmetic textile product that gains also cosmetic properties. The cosmetic effects of the bra were investigated with wear trials. On the other hand, the nipple height measure term was defined for the first time and added to the literature within the scope of the study.

The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports.

A total of 22 interviews were conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire were collected. The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test and hierarchical regression analysis have been performed.

The elements of sports marketing that can help to attract audiences towards less popular sports are sports media, sports advertising, star athlete and sports sponsorship. The performance of national teams moderates the relationship between sports advertising and attraction towards less popular sports.

To the best of the authors’ knowledge, a definition of sustainable sports marketing is introduced for the first time. Sustainable sports marketing can be defined as the continuous implementation of marketing activities in the sports context to ensure the continuous existence of the sports themselves (all types of sports) and the prosperity of future generations. Elements that can attract audiences towards less popular sports have been examined for the first time.