Intl J Sports Mar Sponsorship
Introduction
International Journal of Sports Marketing and Sponsorship, 25(4)
INTEREST CATEGORY: SECTORS
POSTING TYPE: TOCs
Identifying online sports betting motivations associated with betting intention
—Hyunseok Song, Kevin K. Byon, Paul M. Pedersen []
Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?
—Bülent Aras, Meltem Özel []
From love to betrayal? When your team’s sponsor decides to also sponsor your rival
—Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. Theodorakis []
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 Bae []
Examining the relationship among constraints, facilitators and ski participation in the host city of the 2022 Winter Olympics
—Yiqi Yang, Eric Macintosh, Xiaoyan Xing []
The gendered plate: gender-specific food perceptions and sport sponsorship
—Umer Hussain, Han Ma []
Exploring the impact of athlete brand image on fans’ behavioural outcomes: the role of emotional attachment and perceived price value
—Longzhao Zheng, Ying Xu []
Sports celebrities and advertising on Instagram: a case study of brand sponsorship in Spain
—Maria-Teresa Gordillo-Rodriguez, JoaquÃn MarÃn-MontÃn, Jorge David Fernández Gómez []
Examining switching intention in professional sport: a push-pull-mooring perspective
—Mikihiro Sato, Tomo Tokuyama, Shohgo Motoyama, Lance Warwick, Junko Deguchi []
Consumer segmentation in esports: clustering via consumption motivation
—Julia Rietz, Kirstin Hallmann []
Virtual active sports: identifying main barriers and facilitators for casual fitness fans
—Eugene Evsikov, Velina Hristova, Ivo Vlaev, Sonya Karabeliova []
The national rugby league and the Bundesliga: a study of brand hate
—Simon Beermann, Kirstin Hallmann, Geoff Dickson, Michael E. Naylor []