International Journal of Sports Marketing and Sponsorship: Volume 23 Issue 4

Netizens' behavior towards a blockchain-based esports framework: a TPB and machine learning integrated approach

Jitendra Yadav, Madhvendra Misra, Nripendra P. Rana, Kuldeep Singh, Sam Goundar

Based on the concepts confined in Ajzen's theory of planned behavior (TPB), this study investigates users' attitudes towards adoption of a blockchain-based framework in the…

A comparative analysis of sports gambling in the United States

Brendan Dwyer, Ted Hayduk, Joris Drayer

The purpose of the study was to explore differences in demographic, self-concept and fan behavior factors that predict sports fans who bet and those who do not in legal and…

Gym users: an enabler in creating an acceptance of sports and fitness wearable devices in India

Prashant Raman, Kumar Aashish

There are two-fold objectives to this research. First is to analyse the importance of technology readiness (TR) for the users in using sports and fitness wearable devices in…

A re-examination of conspicuous sport consumption theory on golf and skiing from leisure involvement perspective

Huimin Song, Ting-ting Zeng, Brian H. Yim

The purpose of this study was to examine the relationship between leisure involvement (LI), conspicuous sport consumption and subjective well-being (SW) for two luxury leisure…

Reversing equity transfer in sponsorship for competitive advantage of emerging local events: quantitative evidence from an experimental study

Jerred Junqi Wang, Tyreal Yizhou Qian, Bo Li, Brandon Mastromartino

Built upon the balance theory and schema theory, this study examined the impact of sponsors' intangible attributes, including consumer-based brand equity (CBBE) and brand-event…

When sports sponsorship incurs brand risk: the roles of team performance, brand familiarity and team identification

Shaofeng Yuan, Ying Gao

This study investigated the potential negative effects of a sponsored team's losing performance on audiences' trust and purchase intention toward the sponsoring brand. Shedding…

An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics

Yusuf Oc, Aysegul Toker

This study explores the drivers behind sports technology use and identifies the need for a new conceptualization of sports technology adoption. To address this issue, the authors…

Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training

Sangchul Park, Shinhyoung Lee, Hyun-Woo Lee

This study aims to examine how and when trainers' muscle mass impacts service purchase of personal fitness training, drawing upon signaling theory. Specifically, the authors…

Factors affecting users’ stickiness of fitness apps: an empirical study based on the S-O-R perspective

Xianzhong Teng, Zheshi Bao

Despite fitness applications (apps) are increasingly downloaded by smartphone users in recent years, the usage behavior after initial adoption often lasts for a short period of…

Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020

Dan Li, Nicholas Masafumi Watanabe

This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.