International Journal of Sports Marketing and Sponsorship: Volume 23 Issue 1

Collaborative consumption sport hosting: value and consumption constraints

Michael Goldman, Brandon Brown, Eric C. Schwarz

The purpose of this paper is to find evidence of the benefits and constraints of collaborative consumption experiences by investigating the perceptions of hosts and visitors that…

The influence of technological interactivity and media sociability on sport consumer value co-creation behaviors via collective efficacy and collective intelligence

Younghan Lee, Dae-eun Kim

The current study aims to explain the influence of technological interactivity and media sociability on sport consumer value co-creation behavior via collective efficacy and…

Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements

Jun-Phil Uhm, Hyun-Woo Lee, Jin-Wook Han, Dong-Kyu Kim

The purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated…

The effects of high-tech cameras on sports consumers' viewing experiences: the moderating role of sports involvement

Wonseok (Eric) Jang, Young Jun Kim, Kyungro Chang, Taehee Kim

Based on the limited-capacity model of motivated mediated message processing (LC4MP), this study aims to examine the effects of different camera types on the viewing experiences…

Rasch calibration and optimal categorization of the sport fandom questionnaire

Han Soo Kim, Minsoo Kang, Minjung Kim

The purpose of this study is to evaluate the category function of the sport fandom questionnaire (SFQ), determine the optimal categorization of the SFQ and calibrate the…

The relative influence of spectator dysfunctional behavior on spectator enjoyment in Major League Baseball

Zack P. Pedersen, Kyungyeol (Anthony) Kim, Kevin K. Byon, Antonio S. Williams

The purpose of this study is to evaluate the perceived enjoyment that is derived from spectators observing other spectators’ dysfunctional behavior during a game.

Season ticket holder segmentation in professional sports: an application of the sports relationship marketing model

David J. Finch, Gashaw Abeza, Norm O'Reilly, John Nadeau, Nadège Levallet, David Legg, Bill Foster

The segmentation of customers into homogeneous groups is well researched, reflecting its importance to marketers. Specific to professional sports, published research on customer…

Continuance intention in running apps: the moderating effect of relationship norms

Li Keng Cheng, Hsien-Long Huang, Ching-Chi Lai

The number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with…

Sport rebranding: the effect of different degrees of sport logo redesign on brand attitude and purchase intention

Antonio S. Williams, Sungwook Son

Despite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect of…

Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research

Youngho Park, Dae Hee Kwak

The current study aims to provide a systematic approach to detecting and identifying social desirability bias (SDB) in survey data using controversial sponsorship as a research…

No games to watch: empirical analysis of sport fans’ stress and coping strategies during COVID-19 lockdown

Youngbum Kwon, Dae Hee Kwak

The global outbreak of the COVID-19 forced most sport leagues to cancel games in March–April 2020, leaving no sport games to watch for sport fans. The present study examined how…

The brand persona of a football manager – the case of Arsène Wenger

Adele Berndt

Sport is an important economic activity, and understanding the role of teams and managers is necessary, yet managers – specifically their brand personas – have been the subject of…