International Journal of Sports Marketing and Sponsorship: Volume 20 Issue 4

Professional sports teams: going beyond the core

Adrian Pritchard, David Cook, Andrew Jones, Tom Bason, Paul Salisbury, Ellie Hickman

The addition of products to the core of matches by professional sports teams (PSTs) has received much coverage. However, there has been limited work as to how their stadiums are…

The relationships of brand experience, sports event image and loyalty: Case of Jeju International Ultramarathon Race

V.G. Girish, Choong-Ki Lee

The purpose of this paper is to investigate the relationships among brand experience, sports event image and loyalty in the Jeju International Ultramarathon Race.

Exploring user sentiment towards sponsorship and ambush marketing

Nick Burton

The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social…

The effect of the valence of sponsorship information on consumers’ attitudes toward the sponsor brand

Christopher Dick

To date, research on sponsorship considers the effects of only positive or only negative sponsorship information on consumers’ attitudes toward the sponsor brand. However, in…

Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising: An eye-tracking application

Manuel Alonso Dos Santos, Ferran Calabuig Moreno, Josep Crespo-Hervás

The purpose of this paper is to examine the influence of congruence (perceived and effective) and the level of visual attention towards sponsors on recall and purchase intention…

Fitness innovativeness, duration of stay, and revisit behavior: a moderation relationship

Ching-Hung Chang, Leigh Robinson, Shih-Tung Shu, Shang-Chun Ma

Customers’ innovativeness regarding services and products affects their purchase behavior. The purpose of this paper is to examine the moderation effect of fitness innovativeness…

Does rivalry matter? An analysis of sport consumer interest on social media

Nicholas Masafumi Watanabe, Ann Pegoraro, Grace Yan, Stephen L. Shapiro

Previous research on rivalry games in sport has predominantly focused on understanding the nature of these games and their effects on consumer behavior. As such, the purpose of…

An empirical assessment of employer branding as a form of sport event sponsorship

Heikki Karjaluoto, Lasse Paakkonen

The purpose of this paper is to expand and test Backhaus and Tikoo’s (2004) employer branding (EB) conceptual framework from the perspective of internal EB in a sport event…