International Journal of Sports Marketing and Sponsorship: Volume 22 Issue 3

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Giridhar B. Kamath, Shirshendu Ganguli, Simon George

This paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the…

Influence of gamification on perceived self-efficacy: gender and age moderator effect

Ana Isabel Polo-Peña, Dolores María Frías-Jamilena, María Lina Fernández-Ruano

In advanced societies, lifestyles are increasingly sedentary, and it is important to identify strategies to help people acquire healthy habits, such as exercise. The present study…

Transformative marketing: health and well-being of Special Olympic athletes

Brian P. McCullough, Galen T. Trail

Transformative marketing provides a way to encourage positive behaviors. This approach can be applied to community intervention organizations, such as the Special Olympics. Such…

The effect of articulated sports sponsorship on recall and visual attention to the brand

Manuel Alonso Dos Santos, Manuel J. Sánchez-Franco, Vicente Prado Gascó

The objective is to examine the influence of articulation on the effectiveness of sports sponsorship.

Understanding consumer attitudes in cause-brand alliances in sports: the role of sport entity attitudes

Soyoung Joo, Jakeun Koo, Bridget Satinover Nichols

This study examines the effects of congruence and reliability on cause-brand alliance (CBA) program attitudes—exploring how CBA program attitudes and sport entity attitudes affect…

Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry

Dimitra Papadimitriou, Artemisia Apostolopoulou, Scott Branvold, Dimitrios Gargalianos

Building on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the…

The effect of sponsorship purpose articulation on fit: moderating role of mission overlap

Tae-Ahn Kang, Hirotaka Matsuoka

This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via…

Sport attendance behavior spectrum: motivators, constraints and context

Kurt C. Mayer, Eric Hungenberg

The purpose of this paper was to explore a new sport attendance behavior spectrum framework where sport consumer behavior is not derived from just a dichotomy of a motivator…

How the type of sports-related endorser influences consumers' purchase intentions

Aaron von Felbert, Christoph Breuer

As the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on…

Sport sponsorship announcement and stock returns: a meta-analytic review

Youngbum Kwon, T. Bettina Cornwell

Given the public availability of secondary data on investments in events such as the Olympics, FIFA World Cup and professional sports, event studies that measure stock market…