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The purpose of this paper is to propose a model in which fans' team attachment is the determinant of three sponsorship outcomes: sponsor image, purchase intentions, and word of mouth. Furthermore, following the sponsorship literature, the role of sport fans' involvement on the development of team attachment was examined.

Questionnaires were collected from fans of a professional basketball team in Greece (n=354). Structural equation modeling was employed in order to test the model fit and estimate the model coefficients.

The findings supported the premise that highly attached fans are more likely to develop positive image for their team sponsor, exhibit higher intentions for purchasing and recommending the sponsor's products.

The proposed model on sport sponsorship outcomes was supported. The results of the study contribute to our understanding of the role of team attachment and sponsor image in predicting sponsorship outcomes.

The findings from this research have practical implications for both sport team marketers and sponsors. Both parties need to have a good understanding of how and when sponsorship works to maximize its value.

The main contribution of this paper is the incorporation of sport involvement, team attachment, sponsor image, purchase intentions, and word of mouth within an integrated sponsorship model, and the testing of their interrelations. While these variables have been used in the sponsorship literature before, they have not been empirically tested in an integrated model.

The purpose of this study was to investigate the degree to which behavioral intentions could be explained by service quality dimensions. Zeithmal et.’s theoretical framework was used to measure behavioral intentions; the five dimensions of SERVQUAL were used to measure perceived service quality. A total of 205 customers of two hotels in north Greece particpated in the study. The results indicated that the service quality dimensions explained a very high proportion of variance in word‐of‐mouth communications and purchase intentions (93 per cent and 85 per cent, respectively). These findings have theoretical implications in terms of developing a framework for conceptualizing service loyalty and identifying its antecedents. They also have practical implications in terms of designing effective customer retention strategies.

The purpose of this paper is to explore relations among constraints and motivation for running events commitment along with relations among motivation and future commitment intentions.

A quantitative approach was utilized for the aim of the present study and 1,944 questionnaires were gathered. The self-determination theory and the categorization among intrinsic and extrinsic motivators as proposed by Alexandris et al. (2002) were utilized and the suggested research tools were selected for the purposes of the study.

Intrapersonal constraints found to influence motivation factors while all three motivation factors had a significant effect on continuous participation intentions.

The experimental data for the present research came from participants in a given running race. As mentioned in the discussion, the distinctive characteristics of running may have affected the examined relations in a way which might not be straightforwardly pertinent to different sports. Additional analysis in various activities is essential for the generalization of the findings.

This paper provides the context for a discussion. It shows that motivation factors (amotivation, intrinsic and extrinsic motivation) have a significant influence on individuals’ intention to participate in sport and exercise, as well as on their ability to negotiate associated constraints. The large sample is a major element of the originality of this study because adds to the validity of the results.

The purpose of this paper is to acquire improved comprehension of the motivational factors and the various constraints associated with individuals’ participation in mass running events.

A quantitative method was used for the purpose of this research, and 1.357 questionnaires were completed. This study proposed two broad hypotheses: intrapersonal constraints influence motivation factors (amotivation, intrinsic and extrinsic motivation); and motivation factors influence the intention to continuous participation.

Both broad hypotheses were supported by the evidence while the lack of knowledge, interest, confidence and feelings of tiresomeness were found to contribute more to explaining motivation. All three motivational factors had a significant influence on intention.

The empirical evidence for this study came from runners only. The special attributes of running may have influenced the explored relationships in a way that may not be directly applicable to other activities. Further research in various activities is necessary before such findings are generalized.

The aim of this paper is to provide empirical evidence of the relationships between the motivational factors and the various constraints associated with individuals’ participation in mass sporting and physical activity events. This research focused on developing a model to explain relationships among constraints, motivators and participation, and empirically test the proposed model within the marathon running participants context.

The purpose of this research is to develop a more precise evaluation of sport sponsorship efficiency in participant-based sport, by investigating the specific aspects of participants' attitude and behavior toward sponsors. In more detail, this research develops a comprehensive sponsorship model in the participant sport context, integrating the following constructs: sport involvement, sincerity, social media use, beliefs about sponsorship, satisfaction with event, sponsor's image, awareness of sponsors, attitude toward sponsors, purchase and word of mouth intentions.

A quantitative method was utilized and 1,056 questionnaires were effectively collected and analyzed via SPSS and AMOS. Using structural equation modeling, this research tested a conceptual framework analyzing the role of different factors for sponsorship efficiency in a participant sport context.

The present research proposes a model of 10 variables which altogether permits a complete comprehension of how to expand the linkages among antecedents and outcomes of sport sponsorship in participant-based sports. The proposed factors assume a critical role in upgrading sponsorship effectiveness, which is reflected through a continuum of responses that regularly begins with sponsorship awareness and, at last, leads to increments in participants' purchase and word of mouth intentions regarding sponsors' products.

Various implications for future studies as well as strategies to boost the advantages for sponsoring firms in participant-based sports, can be drawn from the suggested model.

Up to the present, there is a scarcity of research exploring the effectiveness of sponsorship in participant-based sports. The majority of sponsorship studies measure the impact of sponsorship on spectators, neglecting the role of participants as potential vehicles in the sport sponsorship setting. This study is the first to exploring the role of sport participants in sport sponsorship literature, provides a comprehensive framework, which can guide future studies and enhance sponsorship efficiency in a participant sport context.

The present study is an initial attempt to assess the impact of motivators and constraints on individual's intention for sport media consumption. The advancement of sport media consumption has been underlined by the academic literature during the past few years. In fact, one of the most conspicuous concerns that experts in the sport industry face nowadays is the fans' preference to stay home and watch sport events. The objective of this research is to determine the impact of motivations and constraints for individuals' sport media consumption intentions.

A quantitative method was used for the purpose of this study, and a sum of 1,704 fulfilled questionnaires were obtained and analyzed by means of SPSS and AMOS

According to the results, internal and external motivators such as attachment to team, achievement, social, drama, role model and promotion observed to have a considerable impact on participants' consumption intention. Moreover, results pointed out a significant impact of structural and intrapersonal constraints on consumption intention.

The aim of the present research was to analyze the link between the constraints of spectator purposes and actual media consumption. In addition, there is an examination of generation-based factors among the spectators within the scope of possible contrasting aspects, a variable which has not been examined in any previous studies until now.