International Journal of Sports Marketing and Sponsorship
Issue(s) available: 104 – From Volume: 1 Issue: 1, to Volume: 25 Issue: 5
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From gamification to personalization: sports media, Web 3.0 and the desire for the ultimate fan experience
Andrew C. BillingsThe purpose of this essay is to explore the ramifications of Web 3.0 on sports media and the desire for the ultimate fan experience.
From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship
Andrzej Szymkowiak, Urszula Garczarek-Bąk, Agnieszka Frątczak, Adam MetelskiThis study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward…
Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy
Robert Madrigal, Jesse KingSponsorship identification accuracy is typically assessed as the percentage of consumers answering “yes” when asked if a brand is a sponsor (hits). However, this fails to consider…
Did you notice us? An eye-tracking investigation of sponsorship at the US Olympic swim trials
Ali B. Mondt, Alan Morse, Zachary EvansThis study aimed to investigate the ecological validity of sponsorship effectiveness by examining the visual attention paid to sponsorship at a live sporting event and the…
Impact of sports brands’ activities: Are consumers willing to pay a price premium?
Min-Ah Ryu, Han Soo Kim, Weisheng Chiu, Seomgyun LeeThe environmental, social and governance (ESG) movement has become a global phenomenon, penetrating even the sports branding industry. Accordingly, this study investigated whether…
Strategic philanthropy of athletes after transgression: examining the congruence effect of pre-transgression and transgression issues
Myungwoo Lee, Dong Hun Lee, Michael Cottingham, Billy HawkinsThis study comprehensively explains how sports consumers evaluate athletes’ post-transgression philanthropic activities. We specifically focus on the congruence effect between the…
Relationship between body involvement and post-trip behavioral intention in sports tourism: an embodied cognition perspective
Rujiu Gao, Denise Koh, Ling WangBased on the theory of embodied cognition, this study uses the Mehrabian–Rusell model to explore the influence of tourists’ body involvement during sports vacations on their…
Digitalization in action sports: blessing or curse?
Willem Standaert, Elena MazurovaThis study aims to identify how the use of digital technology for performance and commercial aspects of action sports can both create and destruct value.
Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying
Heetae Cho, Weisheng Chiu, Hyoung-Kil Kang, Hyun-Woo LeeThe current study investigated the relationship between nostalgia, conspicuous consumption, and impulse buying and compared gender differences in the effects of nostalgia on…
A machine learning approach to predict classification of fans’ attitudes toward sponsors
Junyi Bian, Benjamin Colin CorkThis study aims to develop and validate an accurate machine learning model to categorize NBA fans into meaningful clusters based on their perceptions of sport sponsorship…
Connecting event impact perceptions to sponsor-related behaviours among residents in the host city
Torill Olsen, Yosuke Tsuji, Shintaro SatoThis study examines the relationships among residents' event impact perceptions, attitude towards events, attitude towards sponsors and sponsor-related behavioural intentions…
Pre-post examination of residents’ destination image toward mega event hosting country with strained bilateral relations
Kevin K. Byon, Juha Yoon, Alex Gang, Juho Park, Paul M. PedersenThe current study applied the concept of country image to a context of bilateral relations for two post-Soviet states to examine the impact of a mega sport event on the image of…
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect
Min Jin Park, J. Lucy LeeThe purposes of the paper were (1) to examine the primary motives for owning sports NFTs and (2) to investigate their influence on fan consumption behavior toward sports teams for…
Social media adoption as a marketing communication tool by non-professional sports clubs: a multiple case study approach
Justin Marthinus, Rodney Graeme Duffett, Brendon KnottSocial media has revolutionized marketing communication (MC). Rugby is South Africa’s most professionalized sport, leading the industry in its business management structure as…
Demonstrating and communicating artificial intelligence brand capabilities: Amazon Web Services sponsorship with the National Football League
John A. Fortunato, Allie KosterichAs artificial intelligence (AI) continues to influence sports league and team operations, the brands providing these services are sponsoring sports properties to demonstrate and…
Diversity, equity and inclusion in the sport metaverse
George B. Cunningham, Yong Jae KoThe purpose of this paper is to examine the relationships among diversity, equity and inclusion (DEI), sport and the metaverse.
Navigating emerging trademarks issues for sport brands in the metaverse
Suji Kim, John Grady, Khalid BallouliThis paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse.
Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions
Kyu-soo Chung, Chad Goebert, John David JohnsonWith the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect…
Contesting fan tokens under crypto-capitalism: how sport NFT furthers the hypercommodification of fandom
Chen ChenGiven the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic…
Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports
Minkyo Lee, Xiaochen ZhouThe purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its…
ISSN:
1464-6668e-ISSN:
2515-7841ISSN-L:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang
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