International Journal of Sports Marketing and Sponsorship: Volume 13 Issue 4

Polarity and the need for research

Michel Desbordes

Interview with Jim Small, Vice President, Asia; Managing Director, MLB Japan, and Leon Xie, Managing Director, MLB China

David Snyder

Perceived service quality and life satisfaction: the mediating role of the actor's satisfaction-with-event

Lung Hung Chen, Mei-Yen Chen, Yun-Ci Ye, I-Wu Tung, Chih-Fu Cheng, Shen Tung

The aim of this study was to integrate the hierarchical model of the perceived service quality (PSQ) theory with the bottom-up theory of satisfaction. It was hypothesised that…

Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study

Andrey G. Mikhailitchenko, Dennis H. Tootelian, Galina N. Mikhailitchenko

The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and…

The importance of winning: an analysis of the relationship between an athlete's performance and sponsor exposure during televised sports events

Jonathan A. Jensen

It has long been assumed that brands sponsoring athletes who excel in competition realise more exposure than brands that do not. But which factors have a significant impact on the…

Psychometric comparability of brand personality scale: assessing brand personality matching between sports and corporate sponsors by using the congenerity test

Sungho Cho, Joon-Ho Kang

This empirical study examines the psychometric comparability of Aaker's Brand Personality Scale (Aaker, 1997) in sponsorship matching. It employs a structural validation protocol…

Editorial policy

Michel Desbordes