International Journal of Sports Marketing and Sponsorship: Volume 14 Issue 1

Rio Grander?

Michel Desbordes

Chinese fandom and potential marketing strategies for expanding the market for American professional sports into China

Sam Kaplan, Su Langdon

As the global economy expands, it would seem to be in the interests of the major professional sport leagues of the US to move into new markets, especially China, one of the…

Fan participation behaviour in baseball: an application of the theory of planned behaviour

Chih-Fu Cheng, Lung Hung Chen, Mei-Yen Chen, Wan-Chen Lu

Watching sporting events is a popular leisure activity. However, in the context of sports marketing, little is known about the mechanism that determines fans' game-attending…

Brand associations in the fitness segment of the sports industry in the United States: extending spectator sports branding conceptualisations and dimensions to participatory sports

Antonio S Williams, Paul M Pedersen, Patrick Walsh

The study advances brand association research into participatory sports (i.e. fitness) by examining health club related dimensions and extending research into the United States…

Sporting event personality: scale development and sponsorship implications

Hyung-Seok Lee, Chang-Hoan Cho

The objective of this study is to develop a theoretical structure of sporting event personality and to build a measuring scale for that personality. This study identifies five…

Editorial policy

Michel Desbordes