International Journal of Sports Marketing and Sponsorship: Volume 21 Issue 3

Study on relationships among sports spectator motivations, satisfaction and behavioral intention: empirical evidence from Chinese marathon

Yanling Duan, Bing Liu, Yan He

The paper aims to examine the relationships among marathon spectator motivation, satisfaction and behavioral intention in China.

Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior

Brian H. Yim, Kevin K. Byon

The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing…

From fans to buyers: antecedents of sponsor's products purchase intention

Alfredo Silva, José Manuel Cristóvão Veríssimo

This study aims to explore the indirect and direct effect of perceived congruence between fans' identification with a team and the intention to buy sponsor's products. The level…

Investigating sponsor decision-making: the role of schema theory, agency conflicts, and signaling theory in the persistence of naming rights agreements

Jonathan A. Jensen, David Head, Christopher Mergy

Naming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for…

Event impacts associated with residents' satisfaction and behavioral intentions: a pre-post study of the Nanjing Youth Olympic Games

Jingxian (Cecilia) Zhang, Kevin K. Byon, Kaijuan Xu, Haiyan Huang

The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the changes…

Brand-related feelings and sponsor attitude formation

Felix Boronczyk, Christoph Breuer

This study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent…

Factors affecting spectators’ adoption of digital ticketing: the case of interscholastic sports

Armin Marquez, Beth A. Cianfrone, Timothy Kellison

The paper investigates the factors influencing spectators’ adoption of digital (mobile) ticketing by expanding the Technology Acceptance Model (TAM; Davis, 1989) to include two…

A new love–hate scale for sports fans

Avichai Shuv-Ami, Anat Toder Alon, Sandra Maria Correia Loureiro, Hans Ruediger Kaufmann

This study, an empirical research, aims to construct and validate a new love-hate scale for sports fans and tested its antecedents and consequences.

Audience response to endemic and non-endemic sponsors of esports events

Ryan Rogers, Lee Farquhar, Jacob Mummert

To understand how esports viewers perceive endemic and non-endemic sponsors during an event.