International Journal of Sports Marketing and Sponsorship: Volume 15 Issue 1

Time for rights holders to expand horizons

Michel Desbordes

Exploring the relationship between team (as brand) personality and geographic personality: linking consumer perceptions of sports teams and cities

K. Damon Aiken, Richard M Campbell, Eric C Koch

This paper investigates the brand personality dimensions associated with professional sports teams and the personality dimensions of the cities they call home. Two studies…

The complementarity factor in the leveraging of sponsorship

François A Carrillat, Alain d'Astous

The complementarity factor stipulates that a sponsorship leveraging strategy can lead to suboptimal consumer responses unless advertising complements, rather than reinforces, the…

The role of sports brands in niche sports subcultures

Veronika Schwarzenberger, Kenneth Hyde

This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events…

I want to buy more because I feel good: the effect of sport-induced emotion on sponsorship

Ryan T Wang, Kyriaki Kaplanidou

This study examines the impact of sport-induced emotions on spectators' purchase intentions towards event sponsors. Spectators who experience positive emotions evoked by a home…

Editorial policy

Michel Desbordes