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Develops a classification or typology of the sports fan. Specifically, contends that five different types of sports fans exist: temporary, local, devoted, fanatical, and dysfunctional. The need exists to identify the different types of fans due to the inadequacies of past theories to explain the totality of fan behavior. The usefulness of the typology is demonstrated by offering specific segmentation strategies for each classification. Finally, directions for future research are presented.

One of the primary characteristics of the sales environment of the next century will be the proliferation of technology as an important component of the sales process. The successful salesperson of the future will be marked by an ability to incorporate and directly apply a wide range of technology in their interactions with customers. More than simple data access, sales technology is increasingly being used as a means by which the salesperson and customer interact. The overall objective of this study is to measure the attitude of salespeople toward the use of computer technology in a sales job and then ascertain the relationship between these attitudes and a salesperson’s job experience and productivity. The results of the study outline important managerial implications related to introducing and implementing new technology uses within a salesforce.

RUMOUR occupies so much of the human stage that the Editor of any library journal hesitates to do more than hope that the librarians he serves will be continuing their work uninterrupted by attack at the time his words reach them. This atmosphere is probably a part of the reason that actuates our correspondent Glaucon, whose Letter on Our Affairs this month is unusually virile in its attack upon those who would plan an after‐war world at a time when it is yet undecided whether or no there will be a world to plan. He represents a school of thought, if that name is not rather pedantic for these excellent critics, who believe that there should be no change while conflict continues and that to plan ahead of that is futile, because, as he argues, the men who will operate that world have not been called into consultation and cannot be at present. The experience of the past shows, too, that all such planning has been completely wasted effort; the coming generation would do what it thinks fit without reference to it. Finally he seems to think that when fighting ceases the men and women who survive will be so eager to get back to what they now believe to be their comfortable former state that that desire will overrule any schemes whatsoever.

This paper aims to present a model describing how women enact executive leadership, taking into account gendered organizational patterns that may constrain women to perform leadership in context-specific ways.

This paper discusses gendered organizations, role congruity theory and organizational culture and work context. These strands of theory are interwoven to construct a model describing ways in which executive-level women are constrained to self-monitor based on context.

The pressure on women to conform to an organization’s executive leadership culture is enormous. Executive women in strongly male-normed executive leadership contexts must exercise strong gendered self-constraint to break through the glass ceiling. Women in strongly male-normed contexts using lessened gendered self-constraint may encounter a glass cliff. Women in gender-diverse-normed contexts may still operate using strong gendered self-constraint due to internalized gender scripts. Only in gender-diverse-normed contexts with lessened gendered-self-restraint can executive women operate from their authentic selves.

Organizational leaders should examine their leadership culture to determine levels of pressure on women to act with gendered self-constraint and to work toward creating change. Women may use the model to make strategic choices regarding whether or how much to self-monitor based on their career aspirations and life goals.

Little has been written on male-normed and gender-diverse-normed contexts as a marker for how executive-level women perform leadership. This paper offers a model describing how different contexts constrain women to behave in specific, gendered ways.

In highlighting brain wave responses of emotional processing, the purpose of this study is to investigate (1) the effect of sport participation involvement on affective reaction in viewing photos; and (2) the association between affective reaction and behavioral intentions.

Using lateralized event-related potentials, the authors examined how brain wave reactions are different based on different sport involvement between two groups where one group had varsity sport experience while the other expressed that they were not fans of the sport.

Results indicated a significant difference in lateralization between groups. Brain responses were greater in the high involvement group and positively correlated with the intention to attend future games.

The findings in this study elucidate the linkage between one's history of sport involvement and affective brain wave responses. Implications from neurophysiological evidence provide means to further dissect the multifaceted construct of involvement in the field of sport marketing.

Far from all, football clubs can provide the same level of exposure effects as global football brands, even on local level, and many of these clubs also operate in a context of commercial immaturity. The purpose of this paper is to show what value a football club can provide for sponsors in a context of commercial immaturity with limited expected exposure effects.

The study is based on a case study approach, taking its point of departure in two sponsor brand management paradigms, the projective and relational paradigm. The case of Malmö FF in the Swedish top tier league and the club’s official partners has been chosen to exemplify the commercially immature context.

The study has shown that the most important value the club can provide for sponsors is to act as a mediator in sponsor–stakeholder relations. Exposure effects are subordinate to the relational effects sponsors achieve through their sponsorship.

The study indicates that the relational construct in the sponsorship literature should to a greater extent include sponsor–stakeholder relations, beyond the sponsor–club dyad, in a context of commercial immaturity.

The results indicate that club management should engage in stakeholder management with a strong focus on stakeholders of sponsors to provide value for these sponsors.

This study explores a new dimension to the relational construct of sponsorship, using the relational paradigm of brand management in a context of commercial immaturity. The mediating effect of the club is a contribution to the discourse on the relational construct.

The purpose of this paper is to go beyond the predominantly conceptual or normative approach found in the market segmentation literature and focus not only on its actual application but to review the empirical findings themselves (Foedermayr and Diamantopoulos, 2008) so as to provide the basis for identifying and understanding new segments and assessing the strategic development of the Gaelic Athletic Association (GAA) in Ireland in order to ensure its continued survival, growth and prosperity.

An exploratory methodology is operationalised in this study using qualitative data obtained from 27 participants possessing relevant knowledge and experience of Gaelic football via a range in-depth interviews and focus groups.

This study identifies those existing segmentation bases that are both applicable and non-applicable, to the indigenous amateur game of Gaelic football in Ireland, whilst additionally identifying and developing an understanding of new segmentation bases. Furthermore, it highlights the challenges and opportunities that will require strategic management if the GAA is to successfully maintain and develop its domestic market whilst simultaneously developing its overseas markets.

The findings of this study are limited to the indigenous amateur game of Gaelic football in Ireland. They reaffirm the need to develop segmentation bases for individual sports markets. They highlight issues that will have a strategic impact upon the operations of the GAA and make recommendations for addressing and realising the opportunities that these will present.

This study addresses a research gap in the knowledge in regards to the strategic development and application of existing sports marketing segmentation bases to indigenous amateur sport.