Intl J Sports Mar Sponsorship
Introduction
International Journal of Sports Marketing and Sponsorship, 26(5)
INTEREST CATEGORY: SECTORS
POSTING TYPE: TOCs
How do marketing practices impact price premium of co-branded sportswear? The moderating effect of product category fit and partner brand name
—Cheng Lu; Yiyun Zhang; Ziye Chen; Zhencong Sang; Zunli Liu [] []
Spectators’ adaptation to health-related risk: the moderating role of team identification and past spectating experience
—Shang Chun Ma; Kevin Byon ; Shang Min Ma [] []
How to make sponsorship activations memorable: the power of meaningfulness
—Pascale Marceau [] []
The influence of sponsorship effectiveness on consumer perceptions and purchasing behavior in esports
—Yu-Feng Wu; Yu-Tai Wu; Bo-Ching Chen [] []
How CSR message specificity affects corporate image, attitudes and behavioral intentions among sport consumers? The moderating role of perceived CSR fit
—Weisheng Chiu ; Cindy Lee; Hyejin Bang; Jie Chen [] []
NHL.tv versus ESPN+: a longitudinal analysis of online blackout strategies
—Ronen Shay [] []
Exploring the role of team-related cues on viewer behavior and engagement with corporate social marketing on sport team Twitter pages
—Yongjae Kim; Soojin Kim; Jeeyoon Kim [] []
Five rings, two worlds: untangling motivational differences between American and Chinese customers during the 2020 and 2022 Olympic Games
—Bo Li; Olan K.M. Scott; Pei Wang; Jiyan Mo [] []
Customer citizenship behaviour of older adults in community fitness centres: effects of service quality and satisfaction
—Tingyu Hou; Yuchen Zhang ; Yuanyuan Wang; Shushu Chen; Hirotaka Matsuoka [] []
A gendered socialization perspective on gender differences in sport fandom
—Brandon Mastromartino; Katherine Sveinson; Yiran Su [] []