International Journal of Sports Marketing and Sponsorship: Volume 24 Issue 1

From horizontal to vertical relationships: how online community identification fosters sport fans’ team identification and behavioural intentions

Sungkyung Kim, Argyro Elisavet Manoli

With the remarkable advancements in information and communication technologies, comprehending online sport fan communities is being pushed further up in the agenda of sport teams…

Risk and psychological return: a moderating role of COVID-19 risk perception in the impact of team identification on vitality after sport spectatorship in Tokyo

Keita Kinoshita, Hirotaka Matsuoka

The purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using…

A systematic review on spectator behavior in esports: why do people watch?

Julia Rietz, Kirstin Hallmann

Esports is rapidly growing in popularity and viewership. The study's purpose was threefold: (1) to provide a systematic review and synthesis of esports spectatorship research. (2…

Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship

David M. Herold, C. Keith Harrison, Scott J. Bukstein

A perceived misalignment between socially responsible fans and football club management has recently led to a major crisis during the annual meeting in 2021 of Bayern Munich, one…

Temporal team switching after the elimination of the supported team at a knockout tournament

Endzhe Latypova, Hirotaka Matsuoka

While the tournament format is common within organized sports, little is known about the supporting behavior of tournament event fans. The defeat of the supported team and its'…

The role of trust in sports organization crisis communication: the case of the Houston Astros' sign-stealing scandal

Seomgyun Lee, Taeyeon Oh

The current study examines (1) the relationships among the crisis response, trust and negative behavioral intentions (i.e. avoidance and revenge), (2) the mediation role of trust…

Effects of in-game brand congruity on esports consumers' implicit and explicit memory

Yongjin Hwang, Nicholas Masafumi Watanabe, Mark Nagel

This study aims to examine the impacts of brand congruity of in-game brand placement on esports consumers' implicit and explicit memory.

Distinctions in environmental attitudes between soccer and American football fans

Timothy Kellison, Beth A. Cianfrone

In this study, the authors examine consumer attitudes toward a professional soccer club’s proenvironmental initiatives and evaluate whether key themes are consistent with those…

Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator

Fong Jia Wang, Weisheng Chiu

This study examined the relationships between service encounter, perceived value, and repurchase intention in the fitness service sector through the theoretical lens of…

Are single-item needs' and values' measures a good alternative to multi-item measures for sport marketers?

Galen Trail, Don Lee, Stavros Triantafyllidis, Jessica R. Braunstein-Minkove, Ari Kim, Kristi Sweeney, Wanyong Choi, Priscila Alfaro-Barrantes

This paper aims to determine if single-item (SI) needs' and values' measures have similar reliability and validity values to multi-item (MI) measures of the same constructs and…

Assessing spectator motivation for the Paralympics: the mediating role of attitude

Minhong Kim, Jinwoo Park, Youngmin Yoon

The purpose of this study was to examine the influence of para-sport spectator motivation on spectator revisit intentions and the mediating effect of attitude on motivation and…

Team loyalty and intergenerational influence: the role of nurturant fathering in the transference process

Daniel White, Dylan Williams, Sean Dwyer, Darin White

This study assessed the intergenerational influence of family socialization, specifically, nurturant fathering – the affective quality fathers provide children through warmth and…