International Journal of Sports Marketing and Sponsorship: Volume 22 Issue 2

Intergenerational differences in fans' motivation to watch the T20 world cup: a generation cohort theory perspective

Faheem Gul Gilal, Naeem Gul Gilal, Beenish Tariq, Rehman Gul Gilal, Rukhsana Gul Gilal, Zhenxing Gong, Nisar Ahmed Channa

Using two theoretical lenses – social identity theory and generation cohort theory – the present study analyzes the influence of sport motivations (i.e., patriotism, drama and…

The relationships of communication intensity, CEO commitment, cause fit and media reputation: evidence from Chinese marathon title sponsors

Shanshan Lu, Weiwei Zhu, Jiuchang Wei

This research aims to explore ways to build a corporate media reputation by sponsoring a sports event (i.e. a marathon), by examining the effects of communication intensity, CEO…

Interpreting sports events from a resource-based view perspective

Tommasina Pianese

This study aims at understanding how professional sports events compete with each other to attract spectators, sponsors and media coverage, by referring to the resource-based view…

The external effect of a migrated star player on domestic sports league: an empirical analysis of three Asian leagues – Japan, Korea and Taiwan[1]

Young Joon Park, Fan Zhang, Yeujun Yoon

This study aims to examine the “external effect” of a migrated star player on their domestic sport industries. By exploring the new aspect of star power, this study provides…

The severity of a sports-related accident and sponsorship effects: focusing on the fear appeal theory

Sanghak Lee, Young Ik Suh

This study aims to examine the influence of a sports-related accident and its severity on sponsorship effects, including brand recognition, attitude toward the sponsoring brand…

Insights into customer experience in sports retail stores

Elisabeth Happ, Ursula Scholl-Grissemann, Mike Peters, Martin Schnitzer

Offline retail stores have been working on improving their in-store customer experience; they have begun to realise the physical advantage they have over online channels…

Understanding retail quality of sporting goods stores: a text mining approach

Luke Lunhua Mao

Sporting goods retailing is a significant sector within the sport industry with the total revenue of this sector reaching $52.2 billion in 2018. Beset with formidable competition…

The effect of quality and leverage on the image transfer model: the moderating role of involvement

Manuel Alonso Dos Santos, Ferran Calabuig Moreno, Vicente Prado Gascó, Jonathan Cuevas Lizama

The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.

The impact of corruption on sport demand

Carlo Amenta, Paolo Di Betta

The article presents an empirical analysis that evaluates the effects of a systemic corruption scandal on the demand in the short and the long run. In 2006, the Calciopoli scandal…

Spectator satisfaction model for mass participant sport events: antecedents and consequences

Yanling Duan, Bing Liu

The purpose of this paper is to propose and examine an integrated model of spectator satisfaction in mass participant sport events.

The impact of consumer knowledge on profitable consumer loyalty through perceived service quality and psychological involvement in non-profit sport clubs

Mohsen Behnam, Do Young Pyun, Jason P. Doyle, Vahid Delshab

The purpose of this research was to test the influence of consumer knowledge management on attitudinal and behavioral loyalty through service quality and psychological involvement.