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The Comrades Marathon is a world‐renowned ultra marathon that takes place yearly between the cities of Pietermaritzburg and Durban in KwaZulu‐Natal, South Africa. It attracts athletes from around the world, and boasts a participation of more than 14,000. The purpose of this article is to determine the impact that this marathon has on the provincial economy – a manufacturing‐based economy.

Spending data of participants and their accompanying spectators were compiled by means of surveys and participants were split into categories based on their origin. The provincial Social Accounting Matrix is used to quantify the impact of this spending stimulus on production, income and job creation within the province.

The results show that Comrades Marathon contributes significantly to the provincial economy and that more than 600 jobs are dependent on the event.

It has a larger impact on the local economy than many similar sport events and this is attributed to the specialised nature of the event as well as its status as an ultra‐marathon.

This research is one of few on ultra‐marathons and the focus is on participants’ spending behaviour during the event.

The purpose of the chapter is to identify the motives for running (participating in the marathon) among singles and to identify differences in relation to runners in a formal/informal partnership. Using the Motivations of Marathoners Scale (MOMS) questionnaire, a diagnostic survey was conducted among 493 participants of (20th) PKO Poznan Marathon. In the first stage, the motives for running among singles were identified and whether there were statistically significant differences compared to the motives declared by nonsingles (56 motives were analyzed according to the MOMS scale). In the second stage, the differences for nine groups of motives indicated in the MOMS questionnaire were checked, i.e., health orientation, weight concern, personal goal achievement, competition, recognition, affiliation, psychological coping, life meaning, and self-esteem. Statistically significant differences were noted with 2 of the 56 MOMS motives: “to add a sense of meaning to life” and “to stay physically attractive.” The findings about motivations to run among singles can be used in developing more effective marketing strategies in the marathon and sporting events industries.

Given the increased competition among running events, it is important for event organizers to comprehend how they can retain a base of loyal customers. The purpose of the present study was to investigate the association between sport event personality and loyalty intentions of runners participating in a running event. More specifically, it examined the relationship of sport event personality dimensions with the overall image of a sporting event as well as the association of event image with runners’ loyalty intentions.

Data were collected from 247 participants of an international running event. A structural equation model analysis was followed.

The results showed that three dimensions of event personality (namely, excitement, sophistication and sincerity) predicted event image, which in turn positively associated with loyalty intentions.

The study discusses how event managers can improve the image of their events in order to increase their customers’ loyalty levels.

This is one of the first endeavors that examined the role of event image, a construct that has not received much attention in the context of road races, in a model concerning event participation.

By tracing something of my history in becoming a marketing professor and conducting research, I hope to demonstrate that if I can flourish without compromising my ideals or losing my enthusiasm for research, so can anyone.

I attempt to show my trajectory, emphasizing the little turns along the way that have sent me in certain directions. I also discuss several of my most cited articles and discuss how they emerged.

I emphasize reading broadly, working with interesting co-authors, learning from my students and breaking free of narrow disciplinary boundaries as ways that have helped to stimulate and inspire me. The implicit message here is to take a chance and dare to do something different from what seems to be the mainstream.

There is certainly no single way to pursue a successful career. But I hope that by showing how I happened to get to where I am, I may give support and encouragement to those who may feel they are outside the academic mainstream in marketing or that their ideas don’t quite jell with those of colleagues.

The story and opinions here are mine alone. Together with others’ biographies and autobiographies (Shaw and Wilkinson, 2011), hopefully the reader can find a range of possibilities.

This study was conducted with two main objectives: (1) to examine the prevalence of workplace loneliness in the Indian manufacturing and service sectors (2) to examine the influence of socio-demographic characteristics (age, gender, marital status, nature of the organization, tenure, number of friends at the workplace, and position in the organizational hierarchy) on the feeling of loneliness in the workplace.

Data were collected from 934 employees working in manufacturing and service sectors across India. Regression analysis was used for hypotheses testing.

Findings indicated below average level of loneliness in Indian workplace. Significant differences were found in workplace loneliness with respect to age, marital status and number of friends at the workplace. In contrast, gender, nature of organization, position and tenure had no effect on the feeling of workplace loneliness.

This study advances the limited literature on workplace loneliness by identifying its prevalence and socio-demographic determinants in Indian business organizations. It would help HR practitioners in comprehending and dealing with the emerging challenges associated with workplace loneliness.

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events. Participants exhibit some of the characteristics of an activity-based subculture of consumption, and brands play a role in building group identity. A key factor that drives a serious leisure pursuit to become an activity-based subculture of consumption is identified as high levels of socialising among participants.