International Journal of Sports Marketing and Sponsorship: Volume 18 Issue 3

Content analyses of alcohol-related images during television broadcasts of major sports events in New Zealand

Sarah Gee, Michael P. Sam, Steve J. Jackson

The purpose of this paper is to examine the nature, frequency, and duration of alcohol-related promotions and crowd alcohol consumption during major sports events broadcasted on…

The impact of celebrity-advertising context congruence on the effectiveness of brand image transfer

Taehee Kim, Hyo Min Seo, Kyungro Chang

The purpose of this paper is to examine the effect of celebrity-advertising context congruence on transferring a celebrity’s image to a brand image.

The effect of endorsement and congruence on banner ads on sports websites

Woo-Young Lee, Youngjin Hur, Dae Yeon Kim, Christopher Brigham

The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and…

Sport fans in a “smart sport” (SS) age: drivers of smartphone use for sport consumption

Jae-Pil Ha, Sun J. Kang, Yukyoum Kim

With the ever-increasing popularity of smartphones, it has become one of the most important medium to increase sport fan engagement. However, very little attention has been paid…

Development of a scale measuring the psychic income associated with hosting the Olympic Games

Dongfeng Liu

The purpose of this paper is to develop a scale to measure the legacy of psychic income associated with the Olympic Games.

Sport league website: an effective marketing communication tool for corporate sponsors

Doyeop Kim, Matthew Walker, Jun Heo, Gi-Yong Koo

Although high-profile sport league website sponsorships have increased in popularity over the last decade, academic research on the topic has not kept pace, resulting in little…