Table of contents
Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League
Giridhar B. Kamath, Shirshendu Ganguli, Simon GeorgeThis paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the…
Influence of gamification on perceived self-efficacy: gender and age moderator effect
Ana Isabel Polo-Peña, Dolores María Frías-Jamilena, María Lina Fernández-RuanoIn advanced societies, lifestyles are increasingly sedentary, and it is important to identify strategies to help people acquire healthy habits, such as exercise. The present study…
Transformative marketing: health and well-being of Special Olympic athletes
Brian P. McCullough, Galen T. TrailTransformative marketing provides a way to encourage positive behaviors. This approach can be applied to community intervention organizations, such as the Special Olympics. Such…
The effect of articulated sports sponsorship on recall and visual attention to the brand
Manuel Alonso Dos Santos, Manuel J. Sánchez-Franco, Vicente Prado GascóThe objective is to examine the influence of articulation on the effectiveness of sports sponsorship.
Understanding consumer attitudes in cause-brand alliances in sports: the role of sport entity attitudes
Soyoung Joo, Jakeun Koo, Bridget Satinover NicholsThis study examines the effects of congruence and reliability on cause-brand alliance (CBA) program attitudes—exploring how CBA program attitudes and sport entity attitudes affect…
Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry
Dimitra Papadimitriou, Artemisia Apostolopoulou, Scott Branvold, Dimitrios GargalianosBuilding on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the…
The effect of sponsorship purpose articulation on fit: moderating role of mission overlap
Tae-Ahn Kang, Hirotaka MatsuokaThis study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via…
Sport attendance behavior spectrum: motivators, constraints and context
Kurt C. Mayer, Eric HungenbergThe purpose of this paper was to explore a new sport attendance behavior spectrum framework where sport consumer behavior is not derived from just a dichotomy of a motivator…
How the type of sports-related endorser influences consumers' purchase intentions
Aaron von Felbert, Christoph BreuerAs the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on…
Sport sponsorship announcement and stock returns: a meta-analytic review
Youngbum Kwon, T. Bettina CornwellGiven the public availability of secondary data on investments in events such as the Olympics, FIFA World Cup and professional sports, event studies that measure stock market…
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ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang