International Journal of Sports Marketing and Sponsorship: Volume 20 Issue 2

Evaluation of sport participation objectives within a health-focussed social marketing sponsorship

Ruben Bagramian, Judith Madill, Norm O’Reilly, Sameer Deshpande, Ryan E. Rhodes, Mark Tremblay, Tanya Berry, Guy Faulkner

The purpose of this paper is to empirically test O’Reilly and Madill’s (2012) process model to assess social marketing elements of a multi-year partnership between Coca-Cola…

Why do all good things come to an end? An inquiry into the discontinuation of sport sponsor–sponsee relationships

Mark van Rijn, Samuel Kristal, Jörg Henseler

The purpose of this paper is to explore the reasons for the discontinuation of sports sponsor–sponsee relationships and categorize them. Despite the negative outcomes of a…

The corporatisation of football and CSR reporting by professional football clubs in Europe

João Ribeiro, Manuel Castelo Branco, João Alves Ribeiro

The purpose of this paper is to examine differences in corporate social responsibility (CSR) reporting on the websites of football clubs based in five European countries with…

Structure and analyze the football value chain in Brazil

Rosiane Serrano, Daniel Pacheco Lacerda, Ricardo Augusto Cassel, Aline Dresch, Maria Isabel Wolf Motta Morandi

Football is deployed into various segments and consists of a complex value chain, with interrelationships and circularities. It is relevant in various segments and therefore it is…

The influence of stadium environment on attendance intentions in spectator sport: The moderating role of team loyalty

Heetae Cho, Hyun-Woo Lee, Do Young Pyun

The purpose of this paper is to examine the impact of perceived environmental quality of the stadium on fans’ future intentions to attend a game by highlighting the moderating…

Tracing the ABC’s of brand community

Joshua M. Lupinek

The purpose of this paper is to add a needed sport foundation for the brand community conversation evolution within the International Journal of Sports Marketing and Sponsorship…

Sport volunteer service performance, image formation, and service encounters

Younghan Lee, Mi-Lyang Kim, Jakeun Koo, Hyung-Joong Won

The purpose of this paper is to examine the link between sport event volunteer service performance and sport spectator experience that leads to future intentions.

Marketing on Instagram: Social influence and image quality on perception of quality and purchase intention

Li Xin Teo, Ho Keat Leng, Yi Xian Philip Phua

Social network sites are becoming more visual-centric. The purpose of this paper is to examine the effectiveness of visual social network sites as a marketing platform.

See it and believe it? Conceptual model for exploring the recall and recognition of embedded advertisements of sponsors

Milica Maricic, Milica Kostic-Stankovic, Milica Bulajic, Veljko Jeremic

The purpose of this paper is to develop a conceptual model for exploring the recall and recognition of embedded advertisements of sponsors.

Perceived corporate social responsibility performance in professional football and its impact on fan-based patronage intentions: An example from Chinese football

Dongfeng Liu, Rob Wilson, Daniel Plumley, Xiaofeng Chen

The purpose of this paper is to analyze fans’ perceptions of the corporate social responsibility (CSR) activities of a professional football club, specifically whether or not…