Table of contents
Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies
Kihan Kim, Yunjae CheongThis study employs creative strategies to contentanalyse Super Bowl commercials from 2001 to 2009, focusing specifically on message strategies. The findings aim to answer four…
The influences of perceived brand quality and ethnocentrism on consumption patterns of a global sports brand: the case of Korean college students
Do Young Pyun, Hyungil H Kwon, Chul-Won LeeThis study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global…
Padel sports clubs in Spain
Mercedes Rodriguez-FernandezThis case study deals with a new racket sport that is seeing strong growth in a number of countries. The study is based on surveys of Spanish padel1 sport clubs, and by grouping…
The inevitable queue: exploring the impact of wait time at sporting events
Thomas Baker, Scott A JonesWhile the goal of almost any service provider is to eliminate wait from the consumption experience, there are a number of service environments where this ideal may be impractical…
Factors influencing spectator sports consumption: NCAA women's college basketball
Galen. T. Trail, Yu Kyoum KimAlthough the understanding of both positive and negative factors influencing sports consumption is essential, previous research has mainly focused on motivators. The purpose of…
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang