International Journal of Sports Marketing and Sponsorship: Volume 7 Issue 1

Editorial

Editorial policy

Interview with Carl Grebert, Brand Director Nike Asia Pacific

In this interview the context, strategic dimensions and success factors underpinning sponsorship are discussed. In the context of Nike's corporate philosophy and the forces of…

The loyalty of German soccer fans: does a team's brand image matter?

Factors that influence the game attendance and attitudinal loyalty of sports fans have been researched quite extensively in Anglo-American countries, but rather less in Germany…

A post modern conception of the product and its applications to professional sports

In the post modern era, a product or service has four potential representations: experiential; social; democratic; and an element of an organisation, a network or a universe. This…

Celebrity or athlete? New Zealand advertising practitioners' views on their use as endorsers

Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete…

Image transfer in sports sponsorships: an assessment of moderating effects

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses…

Relationship marketing during Rugby World Cup 2003: a comparative analysis of public and private sector sponsors

Mega events offer a rich context for relationship marketing research, but no known research has investigated relationship leveraging among clients during mega events. This paper…

The efficiency of integrated sponsorship advertising

Three experiments conducted in Germany examined the impact of different sports sponsorship messages on the perception of print advertisements. The use of sponsorship in…

Relating on-field performance to paid football club membership

An empirical investigation based on seven years' data for a professional football league finds that on-field performance bears little relation to the number of paid members or…

Modelling emotional and attitudinal responses as drivers of sponsorship value

This paper reports findings from a larger study of sponsors and their relationships to sponsored parties. Rather than evaluating such sponsorships in traditional cognitive and…

Satisfaction as a predictor of football club members' intentions

A survey of almost 8,000 season ticket holders of Australian Football League clubs suggests that a combination of tangible (ticketing arrangements) and intangible (feelings of…

Sports Sponsorship and Marketing Communications: A European Perspetive