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The impact of banner ads on consumer attitude and purchase intention toward golf products: using product classification and contextual congruity

Junwoo Choi, Kevin K. Byon, Paul M. Pedersen

International Journal of Sports Marketing and Sponsorship 1–18.

https://doi.org/10.1108/IJSMS-04-2025-0199

Published: 24 February 2026

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Comparing emotional and rational appeals in CSR messaging for sport products

Sinhae Roh, Zack P. Pedersen, Kevin K. Byon, Paul M. Pedersen

International Journal of Sports Marketing and Sponsorship 1–21.

https://doi.org/10.1108/IJSMS-04-2025-0202

Published: 13 November 2025

View article titled, Comparing emotional and rational appeals in CSR messaging for sport products

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Pre-post examination of residents’ destination image toward mega event hosting country with strained bilateral relations

Kevin K. Byon, Juha Yoon, Alex Gang, Juho Park, Paul M. Pedersen

International Journal of Sports Marketing and Sponsorship (2025) 26 (1): 76–91.

https://doi.org/10.1108/IJSMS-07-2024-0154

Published: 27 September 2024

View article titled, Pre-post examination of residents’ destination image toward mega event hosting country with strained bilateral relations

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Identifying online sports betting motivations associated with betting intention

Hyunseok Song, Kevin K. Byon, Paul M. Pedersen

International Journal of Sports Marketing and Sponsorship (2024) 25 (4): 705–731.

https://doi.org/10.1108/IJSMS-06-2023-0131

Published: 29 April 2024

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Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment

Juho Park, Junghwan Cho, Alex C. Gang, Hyun-Woo Lee, Paul M. Pedersen

International Journal of Sports Marketing and Sponsorship (2024) 25 (2): 382–395.

https://doi.org/10.1108/IJSMS-06-2023-0129

Published: 08 February 2024

View article titled, Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment

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Journal Articles

Understanding purchasing intentions in secondary sports ticket websites

Taesoo Ahn, Young Ik Suh, Jin Kyun Lee, Paul M Pedersen

International Journal of Sports Marketing and Sponsorship (2014) 16 (1): 35–49.

https://doi.org/10.1108/IJSMS-16-01-2014-B004

Published: 01 October 2014

View article titled, Understanding purchasing intentions in secondary sports ticket websites

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Examining the effects of team identification, e-service quality (e-SQ) and satisfaction on intention to revisit sports websites

Young Ik Suh, Taesoo Ahn, Paul M Pedersen

International Journal of Sports Marketing and Sponsorship (2013) 14 (4): 2–19.

https://doi.org/10.1108/IJSMS-14-04-2013-B002

Published: 01 July 2013

View article titled, Examining the effects of team identification, e-service quality (e-SQ) and satisfaction on intention to revisit sports websites

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Journal Articles

Brand associations in the fitness segment of the sports industry in the United States: extending spectator sports branding conceptualisations and dimensions to participatory sports

Antonio S Williams, Paul M Pedersen, Patrick Walsh

International Journal of Sports Marketing and Sponsorship (2012) 14 (1): 29–45.

https://doi.org/10.1108/IJSMS-14-01-2012-B004

Published: 01 October 2012

View article titled, Brand associations in the fitness segment of the sports industry in the United States: extending spectator sports branding conceptualisations and dimensions to participatory sports

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Journal Articles

Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry

Galen Clavio, Patrick M. Kraft, Paul M. Pedersen

International Journal of Sports Marketing and Sponsorship (2009) 10 (2): 39–52.

https://doi.org/10.1108/IJSMS-10-02-2009-B005

Published: 01 January 2009

View article titled, Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry

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Journal Articles

Market segmentation in the K-League: an analysis of spectators of the Korean Professional Soccer League

Sangho Kim, Euidong Yoo, Paul M. Pedersen

International Journal of Sports Marketing and Sponsorship (2007) 8 (2): 26–43.

https://doi.org/10.1108/IJSMS-08-02-2007-B005

Published: 01 January 2007

View article titled, Market segmentation in the K-League: an analysis of spectators of the Korean Professional Soccer League

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The impact of banner ads on consumer attitude and purchase intention toward golf products: using product classification and contextual congruity

Comparing emotional and rational appeals in CSR messaging for sport products

Pre-post examination of residents’ destination image toward mega event hosting country with strained bilateral relations

Identifying online sports betting motivations associated with betting intention

Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment

Understanding purchasing intentions in secondary sports ticket websites

Examining the effects of team identification, e-service quality (e-SQ) and satisfaction on intention to revisit sports websites

Brand associations in the fitness segment of the sports industry in the United States: extending spectator sports branding conceptualisations and dimensions to participatory sports

Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry

Market segmentation in the K-League: an analysis of spectators of the Korean Professional Soccer League

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