Table of contents
Professional niche sports sponsorship: an investigation of sponsorship selection criteria
Greg P Greenhalgh, T. Christopher GreenwellThis study surveys professional niche sports sponsors in an effort to empirically understand what selection criteria these companies deem important when evaluating professional…
1521
Sports spectator segmentation: examining the differing psychological connections among spectators of leagues and teams
Jason P Doyle, Thilo Kunkel, Daniel C FunkThe results from this study extend previous research by empirically testing the involvement based Psychological Continuum Model (PCM) segmentation procedure on sports spectators…
2106
Increasing sponsorship effectiveness through brand experience
Marieke L Fransen, Thomas J. L. van Rompay, Daan G MuntingaThis quasi-experimental field study examines whether companies can improve the effectiveness of theirsponsorship investments by creating a brand experience. Data were collected…
1444
Value creation: assessing the relationships between quality, consumption value and behavioural intentions at sporting events
Masayuki Yoshida, Jeffrey D James, J. Joseph CroninThroughout this study, the authors sought to identify the antecedents and consequences of a multi-dimensional consumption-value construct. Data were collected from sports…
1103
ISSN:
1464-6668e-ISSN:
2515-7841ISSN-L:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang