International Journal of Sports Marketing & Sponsorship articles from January 2010

International Journal of Sports Marketing & Sponsorship archives from January 2010

Diversity Is Our Strength in Tougher Times
January 1, 2010... For this first issue in 2010, let me begin with a traditional message: Happy New Year to all of you and your families. A new decade begins and it is amazing how much has been achieved in the past ten years. Let me reflect on what sports...

Martial Arts Participation: Consumer Motivation
January 1, 2010... Executive summary Today, martial arts have become an integral part of sports and physical activity culture that convey lifestyles and values of education and entertainment. The increased number of martial arts practitioners, products,...

Buyer or Browser? an Analysis of Sports Fan Behaviour Online
January 1, 2010... Executive summary As the number of internet users has grown, e-commerce has become one of the major profit-generating avenues for sports organisations. While the number of internet users for sports organisations' websites has increased, not...

Exploring the Relationship between Involvement, Fan Attraction, Psychological Commitment and Behavioural Loyalty in a Sports Spectator Context
January 1, 2010... Executive summary Loyalty in the context of consumption is a "deeply held commitment to rebuy or repatronise a preferred product/service consistently in the future" (Oliver, 1999, p.34). Studies have demonstrated that small increases in...

The Effects of the Type of Audience, Involvement, Interest and Socio-Demographic Variables on Sponsor Recall: The Soccer African Nations Cup
January 1, 2010... Executive summary Over the past two decades we have witnessed a remarkable increase in the cost of sponsorship relative to other forms of communication (Witcher et al, 1991). Sponsorship has become a 'versatile' communication tool that can be...