International Journal of Sports Marketing and Sponsorship: Volume 25 Issue 2

Providing a framework and guidelines for sport organizations to understand and predict sport consumer behavior

Galen Trail

The purpose of this commentary is to discuss a framework (the Revised Model of Sport Consumer Behavior – R-MSCB; Trail, 2019) to accomplish the following objectives. (1) Provide a…

How best to measure connection to a team: team identification, brand attitude/loyalty, consumer lifestyle or interest level?

Galen Trail, Hyejin Bang, Windy Dees

The purpose of this study was to compare four different consumer pathway models based on identity theory, attitude/loyalty theory, lifestyle theory and hierarchy of effects…

Genuine or impression management? Uncovering biases in how people respond to the Black Lives Matter movement in sport

Youngho Park, Dae Hee Kwak

National surveys reveal that sports fans exhibit greater support for athletes, sports teams and leagues endorsing social justice initiatives compared to the general population…

Sports team success and managerial decisions: the role of playing-time concentration

Alexander Cardazzi, Brad R. Humphreys, Kole Reddig

Professional sports teams employ highly paid managers and coaches to train players and make tactical and strategic team decisions. A large literature analyzes the impact of…

What makes esports consumers watch streamers' esports live-streaming contents? Extending the theory of planned behavior

Wooyoung (William) Jang, Wonjun Choi, Min Jung Kim, Hyunseok Song, Kevin K. Byon

This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and…

Categorizing behavioral and formed concepts in sports marketing research

Tobias Müller, Florian Schuberth, Jörg Henseler

Sports marketing and sponsorship research is located at the intersection of behavioral and design research, which means that it analyzes the current world and shapes a future…

Implementing trades of the National Football League Draft on blockchain smart contracts

Mathew B. Fukuzawa, Brandon M. McConnell, Michael G. Kay, Kristin A. Thoney-Barletta, Donald P. Warsing

Demonstrate proof-of-concept for conducting NFL Draft trades on a blockchain network using smart contracts.

How customer knowledge management helps retain fitness club members: a mediating effect of relationship quality

Kenneth Shiu Pong Ng, Yan Feng, Ivan Ka Wai Lai, Lois Zi-Yu Yang

This study aims to develop a conceptual model to understand how customer knowledge management (CKM) affects fitness club membership renewal through the mediation of relationship…

Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment

Juho Park, Junghwan Cho, Alex C. Gang, Hyun-Woo Lee, Paul M. Pedersen

This study aims to identify an automated machine learning algorithm with high accuracy that sport practitioners can use to identify the specific factors for predicting Major…

Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey

Ali Sevilmiş, Mehmet Doğan, Pablo Gálvez-Ruiz, Jerónimo García-Fernández

The user experience during the use of activities and services is a fundamental aspect for sports managers and can provide a competitive advantage. The purpose of this study was to…

Validating two shortened versions of the fitness switching cost scale

Kyungyeol Kim, Senyung Lee

Although the fitness switching costs scale (FSCS) was shown to have sound psychometric properties, the length of the 54-item may impose burdens on survey participants and present…

Transforming sport consumption: exploring motivated sport fans innovativeness in the context of AR live sport streaming

Sungkyung Kim, Argyro Elisavet Manoli

This study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical…