International Journal of Sports Marketing and Sponsorship: Volume 17 Issue 3

Online and mobile marketing strategies as drivers of brand love in sports teams: Findings from Real Madrid

Verónica Baena

– The purpose of this paper is to analyze the role of online and mobile marketing as drivers of brand love.

Brand management in top-tier college athletics: examining and explaining mark-usage policies

Timothy B. Kellison, Jordan R. Bass, Brent D. Oja, Jeffrey D. James

The practice of an interscholastic athletic department reproducing the logo of a collegiate team for its own use is becoming increasingly visible. In response to this growth, many…

Consumer-brand relationships in sports products and repurchase intention: An application of the investment model

Weisheng Chiu, Doyeon Won

The purpose of this paper is to examine the key determinants of brand commitment in sports products based on the investment model and seeks to predict consumers’ repurchase…

A comparative analysis of cultural value orientations for understanding sport fan motivations

Dongyoo Han, Daniel F. Mahony, T. Christopher Greenwell

– The purpose of this paper is to examine the relationship between cultural value orientations and sport fan motivations.

Information processing of audiences exposed to public service advertising messages for Special Olympics: A cognitive response approach

Meungguk Park, Brian A. Turner, Donna L. Pastore, Morgan Chitiyo, Taeho Yoh

The purpose of this paper is to explore the cognitive processes that the study subjects experienced when exposed to different types of public service advertisements about Special…