Sport, Business and Management: Volume 4 Issue 2

Team brand extension or licensed product? Examining consumer awareness of two distinct brand strategies

Patrick Walsh, Isabell Rhenwrick, Antonio Williams, Adia Waldburger

While brand extensions and licensing are two distinct brand strategies, recent literature suggests that licensing be treated as an “external” brand extension. As both of these…

Differentiating attitudes: team loyalty and attitude towards spectating behaviour

Ken Sumida, Junya Fujimoto, Masayuki Sakata

The purpose of this paper is to differentiate sport spectators’ attitudes, specifically team loyalty and attitude towards spectating behaviour by investigating the reliability and…

Sports service quality for event venues: evidence from Malaysia

Boo Ho Voon, Nagarajah Lee, Duncan Murray

The purpose of this paper is to empirically test the proposed measure of sports service quality (SSQ) and examine the relationships between emotional experience (EE) and user…

Home advantage, rivalry, and referee bias in representative rugby

Charles S. Areni

The purpose of this paper is to examine whether home advantage (HA), wherein a team is more likely to win, and by a larger margin, when they are playing at home vs away, exists in…

A cross-cultural study of purchase intention of sponsored products based on American and Korean spectators of the 2010 FIFA World Cup South Africa

Kevin K. Byon, Soonhwan Lee, Thomas A. Baker

The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup…

Exploring the personality of sportswear brands

Xiao Tong, Jin Su

The purpose of this paper is to identify the personalities that are associated with sportswear brands and tests the applicability of Aaker's brand personality framework in the…

Disruptive innovation – some lessons from Olympic snow boarding

Simon Chadwick