International Journal of Sports Marketing and Sponsorship: Volume 25 Issue 1

Sport team identification: a social identity perspective comparing local and distant fans

Petri Lintumäki, Oliver Koll

Supporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans…

Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents' perspectives

Marisa Sousa, Celina Gonçalves, Rui Biscaia, Maria José Carvalho

This study aims to assess service quality in sport child camps among both participants and parents and its effects on satisfaction and behavioural intentions.

Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity

André Calapez, Tiago Ribeiro, Victor Almeida, Vera Pedragosa

Despite to useful relevance to better understand how group-level identity develops, few studies have explored the identity theory in the esports field and, in particular…

The “why” behind generation Y amateur gamers' ongoing eSports gameplay intentions

Woulan Hattingh, Liandi Van den Berg, Ayesha Bevan-Dye

Technological advancements in games increased the popularity of online gaming. The rapid expansion of the eSports market may largely be attributed to the ever-increasing…

Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences

Mario Becerra, Matteo Balliauw, Peter Goos, Bruno De Borger, Benjamin Huyghe, Thomas Truyts

Ticket sales are an essential source of income for football clubs and federations. Analyzing the determinants of fans' willingness-to-pay for tickets is therefore an important…

The impact of brand attribution for an innovative sports product introduced on the fitness market in France

Sarah Mischler, Lilian Pichot

The aim of this study is to examine the effect of brand attribution on consumer behaviour. The authorsare interested in finding out if consumers are more likely to purchase a new…

A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers

Ahmad Johanif Mohd Ali, Mohd Salehuddin Mohd Zahari, Muhammad A'rif Aizat Bashir, Mohd Hafiz Hanafiah

This scholarly investigation explores the Malaysian golfers' experience in Malaysia, Thailand and Indonesia golf courses. The study sheds light on the unique attributes of golf…

Transcendence beyond sport: examining the dynamic power of sport human brand on national pride

Susmit S. Gulavani, James Du, Jeffrey D. James

Drawing upon social judgment theory, the research examines whether changes in psychological involvement with a sport human brand owing to their sporting success can generate…

Online posting intention: do the social communication and brand equity of esports matter?

Xi Wang, Xinyi You, Yulan Xu, Jie Zheng

Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for…

Effectiveness of sponsorship type, sport team identification, team support and congruence

Sardar Mohammadi, Mojtaba Ghasemi Siani, Manuel Alonso Dos Santos

The aim of this paper is to investigate the interaction effect that sponsor-team congruence and team fan (home/rival team) have on the influence of different types of sports…