Intl J Sports Mar Sponsorship


International Journal of Sports Marketing and Sponsorship, 21(3)


Audience response to endemic and non-endemic sponsors of esports events
Ryan Rogers, Lee Farquhar, Jacob Mummert [Google Scholar]

Event impacts associated with residents’ satisfaction and behavioral intentions: a pre-post study of the Nanjing Youth Olympic Games
Jingxian (Cecilia) Zhang, Kevin K. Byon, Kaijuan Xu, Haiyan Huang [Google Scholar]

Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior
Brian H. Yim, Kevin K. Byon [Google Scholar]

Factors affecting spectators’ adoption of digital ticketing: the case of interscholastic sports
Armin Marquez, Beth A. Cianfrone, Timothy Kellison [Google Scholar]

Study on relationships among sports spectator motivations, satisfaction and behavioral intention: empirical evidence from Chinese marathon
Yanling Duan, Bing Liu, Yan He [Google Scholar]

From fans to buyers: antecedents of sponsor’s products purchase intention
Alfredo Silva, José Manuel Cristóvão Veríssimo [Google Scholar]

Brand-related feelings and sponsor attitude formation
Felix Boronczyk, Christoph Breuer [Google Scholar]

A new love–hate scale for sports fans
Avichai Shuv-Ami, Anat Toder Alon, Sandra Maria Correia Loureiro, Hans Ruediger Kaufmann [Google Scholar]

Investigating sponsor decision-making: the role of schema theory, agency conflicts, and signaling theory in the persistence of naming rights agreements
Jonathan A. Jensen, David Head, Christopher Mergy [Google Scholar]