Table of contents
Antecedents and consequence associated with esports gameplay
Wooyoung (William) Jang, Kevin K. ByonGrounded in the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) (Venkatesh et al., 2012), the purpose of this paper is to examine the antecedents and consequence…
Rival team effects in cause-related sports marketing
Bridget Satinover Nichols, Joe Cobbs, B. David TylerThe purpose of this paper is to examine how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans’ intentions to support…
Service quality, perceived value and behavioral intentions among highly and lowly identified baseball consumers across nations
Shang Chun Ma, Kyriaki KaplanidouThe purpose of this paper is to understand how team identification and country influence professional baseball team spectators’ evaluations of service quality factors, perceived…
The impact of CSR-linked sport sponsorship on consumers’ reactions to service failures
Daehwan Kim, Yongjae Ko, J. Lucy Lee, Yong Cheol KimDrawing on the corporate association framework and attribution theory, the purpose of this paper is twofold: first, to examine the shield effects of CSR-linked sport sponsorship…
The effect of service quality on foreign participants’ satisfaction and behavioral intention with the 2016 Shanghai International Marathon
Yi Xiao, Xiaoling Ren, Pei Zhang, Antonnette KetlhoafetseThe purpose of this paper is to examine foreign participants’ service quality, satisfaction and behavioral intention during the 2016 Shanghai International Marathon, and to gain a…
Intercollegiate athletic programs, university brand equity and student satisfaction
Thomas A. Hanson, Michael R. Bryant, Katie J. LymanThe purpose of this paper is to explore relationships among three primary variables: sports spectatorship of intercollegiate football, university brand equity and student…
Community-sport service provision, participant satisfaction, and participation: Experience and perspective of Guangdong, China
Liangjun Zhou, Jerred Junqi Wang, Xiaoying Chen, Beth Cianfrone, Nathan David PiferSince 2014, “sport for all” has been promoted as a new national strategy in China, which injects powerful dynamism and vitality for its development in numerous aspects. However…
The role of title sponsor’s philanthropy and team authenticity on fan identity and citizenship behaviors
Inje Cho, Minseong Kim, Kiki KaplanidouThe purpose of this paper is to examine the relationships between sport team authenticity, fan identity and citizenship behaviors, and how the link between sport team authenticity…
Effects of brand exposure time duration and frequency on image transfer in sport sponsorship
Hyungil Kwon, Jae Eun ShinThe purpose of this paper is to explore the moderating effect of brand exposure time and exposure frequency in image transfer. In study 1, H1 and H2 assumed the bidirectional…
Does ambushing pay off?: Comparing the effectiveness of event sponsorship, team sponsorship, and ambush marketing
Elias Ertz, Regina Viola Frey Cordes, Marion BuettgenLittle is known about the comparative effectiveness of official sports event sponsorship, sports team sponsorship and ambush marketing (AM). The purpose of this paper is therefore…
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ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang