International Journal of Sports Marketing and Sponsorship: Volume 22 Issue 4

New jerseys: exploring the influence of NBA team jersey sponsorships on teams and sponsors

Sara Shoffner, Mark Slavich, Gi-Yong Koo

In 2017, the National Basketball Association (NBA) became the first major professional North American sport league to adopt jersey sponsorship. While professional leagues across…

Identifying factors affecting the value of advertisements on football clubs' and players' social media: a discrete choice analysis

Matteo Balliauw, Evy Onghena, Simon Mulkens

Advertisers frequently use social media for interactive and customer-oriented relationship marketing (RM) purposes. Moreover, sports clubs and players have been using their social…

To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products

Ho Yeol Yu, G. Matthew Robinson, DongHun Lee

This study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such…

The influence of perceived fan orientation on satisfaction, loyalty and sport consumption behaviors

Hüseyin Köse, Metin Argan, David P. Hedlund

The purpose of this research is to develop and validate a scale to measure the perceived orientation of sport organizations toward their fans, and subsequently, to test its…

Sport consumer flow and shopping well-being in online shopping

Bomin Paek, Alan Morse, Minjung Kim, Hoyoon Jung

Due to the increased growth of Internet users, the examination of compelling online shopping behavior has emerged as a vital topic in developing positive consumer behaviors…

Business management in the football industry from a supply chain management perspective

Zhaleh Memari, Abbas Rezaei Pandari, Mohammad Ehsani, Shokufeh Mahmudi

To understand the football industry in its entirety, a supply chain management (SCM) approach is necessary. This includes the study of suppliers, consumers and their…

Sport events as experiencescapes: the spectator's perspective

Kirstin Hallmann, Anita Zehrer, Julia Rietz

Combining sport event tourism and experience economy has led to an experience-based explanation of sport tourists' behavior and the creation of experiencescapes. This study aims…

The impact of ageing on aggression among sport fans: the mediating role of fan hatred

Tamar Icekson, Anat Toder Alon, Avichai Shuv-Ami, Yaron Sela

The growing proportion of older fans and their potential economic value have increased the need for an improved understanding of age differences in fan behaviour. Building on…

Comparing young adult responses to rational and emotional sports product advertisements: the moderating role of product type and gender

Mojtaba Ghasemi Siani, Sardar Mohammadi, Mohammad Soltan Hosseini, Geoff Dickson

The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also…

Transdisciplinary sport and physical activity development in urban real-world labs

Hagen Wäsche, Richard Beecroft, Helena Trenks, Andreas Seebacher, Oliver Parodi

The aim of this paper is to present a research approach that can contribute to a sustainable development of urban spaces for sports and physical activity, comprising theoretical…