International Journal of Sports Marketing and Sponsorship: Volume 24 Issue 4

Can sports-based corporate social responsibility performance reflect firms' market values and risks? Intertemporal evidence from Taiwan iSports corporate award-winning firms

Huei-Fu Lu

With the growing popularity of sports in Taiwan, the Sports Administration under the Ministry of Education introduced the Taiwan iSports Corporate Award campaign. This emphasised…

The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media

Mohsen Behnam, Geoff Dickson, Vahid Delshab, Anna Gerke, Parvaneh Savari Nikou

Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects…

How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit

Ying-Lien Ni, Che-Chun Kuo, Wen Hsin Chang, Chia-Huei Wu, Lung Hung Chen

Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers'…

Member identity in fitness centres and its consequences: an examination of members and managers' perspectives

Vera Pedragosa, Rui Biscaia, Michael E. Naylor, David P. Hedlund, Geoff Dickson

The purpose of this study was to examine the effect of member identity and its dimensions of power, urgency, external legitimacy, internal legitimacy and interest, on satisfaction…

Salute to service or salute to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign

Keevan M. Statz, Austin C. Bogina, Jennifer L. Schmult, Brian S. Gordon

Sport organizations’ use of corporate social responsibility (CSR) has become commonplace. Similarly, academic inquiry into the CSR phenomenon has become almost as ubiquitous…

New platform and new excitement? Exploring young educated sport customers' perceptions of watching live sports on OTT services

Maowei Xu, Bo Li, Olan K.M. Scott, Jerred Junqi Wang

This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims…

Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics

Tiago Ribeiro, Victor Almeida, André Calapez, Hirotaka Matsuoka, Rei Yamashita

Despite the advances in theory and practice about player behaviour in esports gaming literature, there is a lack of understanding as to whether esports are compatible with the…

Hype or opportunity? Tokenization as engagement platform in sport marketing

Pascal Stegmann, Daniel Matyas, Tim Ströbel

Novel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by…

Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping

Kun Chang, Jun-Phil Uhm, Sanghoon Kim, Hyun-Woo Lee

Despite the negative effects of toxicity on various aspects of esports communities, gamers continue to enthusiastically show their pride and engage with the game. Based on the…

Quality and satisfaction in female fitness centers and the moderating roles of age and income: empirical evidence from Saudi Arabia

Safinaz AbouRokbah, Mohammad Asif Salam

Fitness centers have become quotidian fundamentals. Consequently, center managers face escalating competitiveness to sustain their businesses. Saudi Arabia's Vision 2030…

The knowledge structure of corporate social responsibility in sport management: a retrospective bibliometric analysis

Weisheng Chiu, Heetae Cho, Doyeon Won

Corporate social responsibility (CSR) has become increasingly significant in the sport industry, and athletes, leagues, teams and sport organizations are actively engaging in…

The roles of employee–employee collaboration and employee–customer collaboration in fitness service innovation: a comparison of frontline and non-frontline employees

Fong-Jia Wang, Weisheng Chiu, Kuo-Feng Tseng, Heetae Cho

In this study the authors examined the impact of employees' collaborative behaviours with colleagues and customers (i.e. employee–employee collaboration and employee–customer…

The effects of pre-scandal associations of athlete endorsers and scandal types on consumer blame and eWOM

Shintaro Sato, Yong Jae Ko, Daehwan Kim, Joon Sung Lee

The purpose of this research is to examine how pre-scandal associations and scandal types interactively influence consumer judgment and negative electronic word-of-mouth (eWOM).