International Journal of Sports Marketing and Sponsorship: Volume 18 Issue 2

Sponsor recall in sports events of short duration: empirical evidence from swimming competitions

Ho Keat Leng

The majority of sponsorship studies were conducted on sports events of a long duration. Given that sponsor recall is affected by duration of exposure, the purpose of this paper is…

Effects of social media interactions on brand associations: A comparative study of soccer fan clubs

Petros Parganas, Christos Anagnostopoulos, Simon Chadwick

The purpose of this paper is to examine the effects of social media in brand associations, particularly in regard to soccer fan clubs.

Effect of the stadium occupancy rate on perceived game quality and visit intention

Taeyeon Oh, Hojun Sung, Kisung Dennis Kwon

The purpose of this paper is to examine the impact of the stadium occupancy rate on television viewers’ game quality perception and stadium visit intention (VI).

The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

Marilyn Giroux, Frank Pons, Lionel Maltese

In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate…

Investigating the different congruence effects on sports sponsor brand equity

Michael Chih-Hung Wang

The purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived…

Do college athletics marketers convert social media growth into ticket sales?

Nels Popp, Chad McEvoy, Nicholas Watanabe

The purpose of this paper is to examine the relationship between growth in social media engagement, as defined by annual percentage increase in Facebook Likes and Twitter…