International Journal of Sports Marketing and Sponsorship: Volume 23 Issue 3

Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

Daehwan Kim, Joon Sung Lee, Wonseok (Eric) Jang, Yong Jae Ko

Marketers and brand managers are subject to reputational crises when their endorsers are involved in scandals. To effectively manage such crises, it is imperative to understand…

Pro softball fan segments: a two-step cluster analysis

Ceyda Mumcu, Nancy Lough

Niche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and…

An interpretive structural model for factors affecting the tax compliance of professional athletes: a case study of football players

Zhaleh Memari, Abbas Rezaei Pandari, Fahimeh Bemanzadeh

Tax revenues are becoming one of the crucial tax policy segments in developing countries. Governments intend to collect more funds in the budget. The study aimed to identify the…

Exploring the effects of the COVID-19 pandemic on sport tourism

Mona Mirehie, Inje Cho

The coronavirus disease 2019 (COVID-19) pandemic and consequent economic shutdown have had severe impacts on the tourism industry. Acquiring an understanding of the impacts and…

Retail quality, market environment and business survival in the retail Apocalypse: an investigation of the sporting goods retail industry

Luke L. Mao

In the era of the retail Apocalypse, the surge of e-commerce has transmuted the competitive landscape for many traditional retailers that heavily rely on brick-and-mortar stores…

The positive and negative impacts of social and personal self-categorizations on sport fans' experience

Anat Toder Alon, Avichai Shuv-Ami, Liad Bareket-Bojmel

The current study postulated that fans' social identities (derived from the team sport clubs of which they perceive themselves to be members) coexist with their personal…

The transformative impact of big data applications in sport marketing: current and future directions

Yoseph Mamo, Yiran Su, Damon P.S. Andrew

As big data (BD) has increasingly become an important tool for managers and researchers to transform sport management practices, the purpose of this research is to highlight…

Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram

Olan K.M. Scott, Nicholas Burton, Bo Li

This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the…

Career patterns of marketing managers in top European football clubs

Karolina Nessel

The goal of this research was to explore career patterns of senior marketing managers in the best European football clubs (SMMEFCs).

Doping as a barrier in universal acceptance of esports

Dishant Gupta, Harsh Sharma, Manali Gupta

Esports has been emerging as a multi-billion dollar industry by attracting players, viewers, advertisers and investors across the globe. Even though there are plenty of…