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This paper examines the literature relating to tribalism and considers its existence and its relevance to the marketing of sport. Tribal marketing is not a feature of the philosophy dominating today's sports marketing programmes. It is suggested, however, that more focus be placed on the interactions and relationships of groups of sports spectators as tribal members, and this paper presents factors that should be considered by the sports marketer to encourage and facilitate tribalism.

This study investigates the mediating effect of perceived value in the relationship between team identification and purchase intention towards licensed apparel within two different price settings (market price and 40% above market price). Considering adaptation level theory, cognitive dissonance theory and dual information processing, it is hypothesised that team identification will directly influence purchase intention when the price of a product decreases. Two models (partial mediation and full mediation) were constructed in each price setting and tested using structural equation modelling (SEM). The results indicate that the partial mediation model better fits the data for the 70,000 Won setting and the full mediation model was a better fit for the 90,000 Won setting.

This investigation evaluated four sports fan characteristics (fan identification, trust in internet shopping, attitude towards online purchasing, and perceptions of convenience) and two sports website characteristics (perception of product comparison service, and website price advantage) to assess their ability to differentiate licensed sports merchandise purchasers (buyers), and those who just browsed sports websites (browsers). The results made it possible to differentiate buyers and browsers based on 'trust in internet shopping', 'attitude towards online purchasing', 'perceptions of convenience', and 'website price advantage'. Additionally, all six characteristics collectively explained sports merchandise consumers buying versus browsing.

Event sponsorship has been recognised as an effective means through which companies can communicate with target markets and attendees of sports events. This study investigates the interrelationship between satisfaction with event sponsors, goodwill and fan identification and their influence on purchase intentions at a state sports festival held in Lakeland, Florida. Results indicate that satisfaction with event sponsors mediated goodwill and purchase intentions while controlling for the effects of fan identification. In addition, results differed between competitors and spectators of the event.

This study tested the paths of a structural model that was conceptualised by hypothesising that team attributes affect team identification, which in turn plays a mediating role in sponsor identification and image transfer from event to sponsor. A questionnaire adapted items from relevant constructs in past research and responses were collected from 991 conveniently sampled fans of professional soccer teams in Korea. Data analysis using the SPSSWIN statistical program (v. 12.0) and the AMOS structural modelling program (v. 4.0) found that the data fitted the conceptualised structural model.

The purpose of this research was to investigate the effects of patriotism and identification with national players on identification with the NBA and, ultimately, with purchase intentions of league-related merchandise. Findings revealed that the interaction between patriotism and identification with national players was a significant predictor of identification with NBA, which in turn was a significant predictor of purchase intentions of league-related products. The moderated mediation model fit the data quite well and explained 44.5% of the variance in purchase intentions. Theoretical implications of the findings, as well as practical implications for sports managers, are discussed.

This paper explores the strategy of a professional soccer team introducing a new brand for selling merchandise. After reviewing literature on brand management, brand equity and brand associations (with a special focus on their application in the sports industry), this paper examines the case of U.S. Lecce launching the Salento 12 brand and discusses characteristics and key success factors of the project. A model of brand equity drivers of consumers' behavioural intentions towards Salento 12 branded products is designed and tested on a sample of 150 customers. Brand loyalty, perceived value and brand associations with the territory are found to positively affect behavioural intentions.

Money laundering, drug dealing, terrorism, hacking, fraud, child pornography and the distribution of objectionable material are crimes that are perpetrated using the Internet. Criminals utilise software tools and valuable knowledge from the Internet as well as embracing the Internet’s global communications system to participate in virtual communities of disguised people. The Internet provides the facilities for people with criminal intent to associate and exchange intelligence with reduced risk to their personal identification. Using the example of paedophile and hacker Internet practice, this paper proposes an association between criminal Internet activity and Internet anonymity. It discusses the propensity to use anonymity techniques when perpetrating cyber crime. Consequently, a new balance between privacy, freedom of speech and law enforcement must be determined.

This chapter examines the relationship between health service restructuring and the health care experiences of women from rural and remote areas of Canada. Data were collected from 34 focus groups (237 women), 15 telephone interviews and 346 responses from an online survey. Access to services, care quality and satisfaction are salient themes in these data. Problems include: travel, shortage of providers, turnover in personnel, delays associated in accessing care, lack of knowledge of women's health issues and patronizing attitudes of some health care providers. Health care service restructuring has led to deterioration in service availability and quality. Key areas for policy development need to address health care access and quality improvement issues, including increasing access to more (particularly female) providers who are sensitive to women's health issues.