International Journal of Sports Marketing and Sponsorship: Volume 25 Issue 5

Commentary: Child of the 1990s, adult of the 21st century – the origins and relevance of a 25-years old journal

Simon Chadwick

The impact of perceived corporate social responsibility on employees’ turnover intention in professional team sports: a conditional mediation model

Fong-Jia Wang, Weisheng Chiu, Heetae Cho

The study investigated the impact of perceived corporate social responsibility (CSR) on employees' turnover intention in professional team sports organizations, focusing on…

Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers

Olga Polyakova, Thomas Karagiorgos, Christos Anagnostopoulos, Kostas Alexandris

Despite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to…

Unveiling consumer loyalty dynamics: insights for golf club loyalty programs

Sangyung Lee, Young Hoon Kim

With the competitive nature of golf club operations, understanding the loyalty formation process is crucial for maintaining a competitive edge. This study investigated the…

How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining

Anne-Marie Sassenberg, Cindy Sassenberg

The purpose of this study is to investigate the effects of sport scandals on consumer perceptions of the associated sponsors and sport and to provide a typology of sport celebrity…

Brand perception and its relationships to satisfaction with a virtual sporting event

Daniel Martínez-Cevallos, Mario Alguacil, Ferran Calabuig, Daniel Duclos-Bastías

The purpose of this study is to use structural equation modeling to examine the interaction between the variables of corporate image, credibility, trust and satisfaction in the…

Effect of baseball stadium food service quality on outcome variables with emphasis on the moderating role of stadium atmosphere

Yunduk Jeong

While existing research has predominantly focused on the positive relationships between service quality and outcome variables, there has been limited investigation into the…

The spillover effect of Chinese sportswear brands' relationship quality: a perspective of Confucian yuanfen culture

Ruichen Yang, Hemin Song

Chinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and…

Toward the professionalization of sponsorship management in voluntary sports clubs: a comprehensive analysis of components and their specifications

Luc Schulz, Romano Keller-Meier, Grazia Lang, Siegfried Nagel, Raphael Stieger, Torsten Schlesinger

Many voluntary sports clubs face financial difficulties and consequently turn to external funding sources. Recent developments suggest that sports clubs have been successful in…

Ethics in quantitative sport management research: the impact of AI

Galen Trail, Ari Kim, Hyejin Bang, Jessica R. Braunstein-Minkove

Despite the use of plagiarism-checking software and current ethical guidelines in sport management journals, raising awareness of ethical concerns and potential risks of…

Why do consumers buy sports NFTs? – decoding consumer values and needs driving purchase intention

Joern Schlimm, Sebastiano Mereu, Christoph Breuer

Over the past years, non-fungible tokens (NFTs) have sparked growing interest in the sport industry. NFTs are unique digital assets verified using blockchain technology. Each NFT…

The effect of athlete endorsement on employees' organizational identification: a case study utilizing an Olympic athlete

Yoshifumi Bizen, Yosuke Tsuji

This study aims to investigate the effects of sponsorship on organizational identification among employees of companies that sponsor individual athletes from the perspective of…

The role of source attractiveness and source credibility in advertising field hockey: a minority sport

Aaron Gazley, Jamie Coombes

The purpose of this research is to examine the extent to which source attractiveness and source credibility (or skill in a sporting context) provide an effective marketing…

Unveiling the forces behind exercise intent in sports and fitness live streaming: a combination of symmetric and asymmetric modeling approaches

Weisheng Chiu, Han Soo Kim, Young Suk Oh, Ye Hoon Lee

This study aims to answer the following research questions: (1) How do features of sports and fitness live streaming content influence individuals’ viewing experiences? (2) How do…

Why would you choose yachting tourism? Exploring the push-pull motivations and constraints in China

Yunhao Yao, Ruoquan Zheng, Merle Parmak

The main aims of this study were to develop analytical scales for yachting tourism push-pull motivations and constraints, and analyze how these factors may influence the revisit…