International Journal of Sports Marketing and Sponsorship
Issue(s) available: 101 – From Volume: 1 Issue: 1, to Volume: 25 Issue: 2
Volume 24
Volume 23
Volume 22
Volume 19
Nostalgia-based marketing campaigns and sport participation
Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo, Guy FaulknerFramed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known…
Esports for development? Exploring esports player profiles and their development and well-being outcomes
Wonjun Choi, Wooyoung (William) Jang, Hyunseok Song, Min Jung Kim, Wonju Lee, Kevin K. ByonThis study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and…
Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity
Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou, Maizaitulaidawati Md HusinThe study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and…
Sports ambassadors and destination image: a fuzzy set analysis
Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó, Francisco Sarabia-SánchezThis paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research…
The role of social and environmental sustainability on sportswear’s purchasing among European consumers
Michael Fuchs, Guillaume Bodet, Gregor HovemannWhile consumer preferences for sporting goods have been widely researched within sport management, literature is lacking on aspects of social and environmental sustainability…
The role of destination personality in the relationship between destination image and behavioral intention among ski tourists
Qiang Zhang, Brian Yim, Kyungsik Kim, Zhibo TianThe aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski…
The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues
Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas, Christos AnagnostopoulosIn a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The…
Human capital development in sport marketing: industry insights
Brandon MastromartinoThe purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and…
Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements
Halil Erdem Akoglu, Oğuz ÖzbekThe aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.
Elite versus grassroots sports events sponsorship in China: an exploration of sponsors’ motives and objectives
Qian Wang, Stéphan Fuchs, Guillaume BodetThis study explores the motives and objectives of sports sponsorship in China, taking into account the sports, social and cultural contexts. It also adopts a comparative approach…
Contesting fan tokens under crypto-capitalism: how sport NFT furthers the hypercommodification of fandom
Chen ChenGiven the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic…
Fan conflict or complement? Exploring the intersection of sports betting and team loyalty
Brendan Dwyer, Stephen L. Shapiro, Joris DrayerThe purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among…
Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events
Yu Huang, Weisheng ChiuSustainability is a major global concern, and research has suggested a bidirectional relationship between participatory sport events and the natural environment. Against this…
Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports
Minkyo Lee, Xiaochen ZhouThe purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its…
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang