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International Journal of Sports Marketing & Sponsorship back issues
Sporting Event Personality: Scale Development and Sponsorship Implications
October 1, 2012... Peer reviewed Executive summary Sporting events are one of the fastest growing marketing communication vehicles and their rate of growth, in terms of marketing expenditure, has outrun traditional media advertising and sales promotion (Roy & Cornwell, 2003). Corporate spending on...
Brand Associations in the Fitness Segment of the Sports Industry in the United States: Extending Spectator Sports Branding Conceptualisations and Dimensions to Participatory Sports
October 1, 2012... Peer reviewed Executive summary This study advances brand association research into participatory sports (i.e the fitness or health club segment of the sports industry). It does so by extending the application of sports-related brand association conceptualisations to fitness and by...
Fan Participation Behaviour in Baseball: An Application of the Theory of Planned Behaviour
October 1, 2012... Peer reviewed Executive summary In a sports marketing context, several theories have been developed to explain behaviour in sports marketing and to provide a firm basis for the explanation of audience behaviour. However, a shortcoming of many studies on this topic is the absence of a...
Chinese Fandom and Potential Marketing Strategies for Expanding the Market for American Professional Sports into China
October 1, 2012... Peer reviewed Executive summary As the economy of China has become more capitalistic, it has also been an increasingly attractive target market for American professional sports. The interrelated examples of the 2008 Summer Olympics and early expansion success experienced by the National...
October 1, 2012... London 2012 proved to be a watershed for the Olympic movement for many reasons. The Games, not for the first time, were embraced by a previously sceptical, even cynical, press and public. The sporting success of the home nation helped, of course, but most events were sold out long before the...