International Journal of Sports Marketing and Sponsorship
Issue(s) available: 101 – From Volume: 1 Issue: 1, to Volume: 25 Issue: 2
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Volume 23
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Volume 19
From gamification to personalization: sports media, Web 3.0 and the desire for the ultimate fan experience
Andrew C. BillingsThe purpose of this essay is to explore the ramifications of Web 3.0 on sports media and the desire for the ultimate fan experience.
Diversity, equity and inclusion in the sport metaverse
George B. Cunningham, Yong Jae KoThe purpose of this paper is to examine the relationships among diversity, equity and inclusion (DEI), sport and the metaverse.
The gendered plate: gender-specific food perceptions and sport sponsorship
Umer Hussain, Han MaThis study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in…
Navigating emerging trademarks issues for sport brands in the metaverse
Suji Kim, John Grady, Khalid BallouliThis paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse.
Exploring the impact of athlete brand image on fans’ behavioural outcomes: the role of emotional attachment and perceived price value
Longzhao Zheng, Ying XuThis study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on…
Examining the relationship among constraints, facilitators and ski participation in the host city of the 2022 Winter Olympics
Yiqi Yang, Eric Macintosh, Xiaoyan XingThe study’s purpose is to investigate the constraints and facilitators influencing skiing participation in Beijing. This research includes three segments based on the frequency of…
Identifying online sports betting motivations associated with betting intention
Hyunseok Song, Kevin K. Byon, Paul M. PedersenTo extend research into sport consumer behaviors related to online sports betting, this study is designed to identify and examine the relationship between online sports betting…
From love to betrayal? When your team’s sponsor decides to also sponsor your rival
Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. TheodorakisThe aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.
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…
Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT
Weisheng Chiu, Doyeon Won, Jung-sup BaeThe current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2…
Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?
Bülent Aras, Meltem ÖzelThe purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s…
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…
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…
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