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Journal Articles

The effect of congruity of sports brand collaboration on consumers' explicit and implicit attitudes and purchase intention: moderating role of need for uniqueness

Siye Kim, Daehwan Kim, Yong Jae Ko

International Journal of Sports Marketing and Sponsorship 1–19.

https://doi.org/10.1108/IJSMS-10-2025-0542

Published: 06 May 2026

View article titled, The effect of congruity of sports brand collaboration on consumers' explicit and implicit attitudes and purchase intention: moderating role of need for uniqueness

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Includes: Supplementary data

Journal Articles

Diversity, equity and inclusion in the sport metaverse

George B. Cunningham, Yong Jae Ko

International Journal of Sports Marketing and Sponsorship (2025) 26 (2): 279–291.

https://doi.org/10.1108/IJSMS-04-2023-0080

Published: 28 May 2024

View article titled, Diversity, equity and inclusion in the sport metaverse

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Journal Articles

The effects of pre-scandal associations of athlete endorsers and scandal types on consumer blame and eWOM

Shintaro Sato, Yong Jae Ko, Daehwan Kim, Joon Sung Lee

International Journal of Sports Marketing and Sponsorship (2023) 24 (4): 814–833.

https://doi.org/10.1108/IJSMS-07-2022-0139

Published: 14 June 2023

View article titled, The effects of pre-scandal associations of athlete endorsers and scandal types on consumer blame and eWOM

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Journal Articles

Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

Daehwan Kim, Joon Sung Lee, Wonseok (Eric) Jang, Yong Jae Ko

International Journal of Sports Marketing and Sponsorship (2022) 23 (3): 465–484.

https://doi.org/10.1108/IJSMS-09-2020-0161

Published: 24 August 2021

View article titled, Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

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Journal Articles

Spectator-based sports team reputation: scale development and validation

Wonseok (Eric) Jang, Yong Jae Ko, Sylvia M Chan-Olmsted

International Journal of Sports Marketing and Sponsorship (2015) 16 (3): 52–72.

https://doi.org/10.1108/IJSMS-16-03-2015-B005

Published: 01 April 2015

View article titled, Spectator-based sports team reputation: scale development and validation

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Journal Articles

The influence of title sponsorships in sports events on stock price returns

Masaki Kudo, Yong Jae Ko, Matthew Walker, Daniel P Connaughton

International Journal of Sports Marketing and Sponsorship (2015) 16 (2): 37–56.

https://doi.org/10.1108/IJSMS-16-02-2015-B004

Published: 01 January 2015

View article titled, The influence of title sponsorships in sports events on stock price returns

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Journal Articles

Strategic match of athlete endorsement in global markets: an associative learning perspective

Yonghwan Chang, Yong Jae Ko, Asli Tasci, Akiko Arai, Taehee Kim

International Journal of Sports Marketing and Sponsorship (2014) 15 (4): 40–58.

https://doi.org/10.1108/IJSMS-15-04-2014-B005

Published: 01 April 2014

View article titled, Strategic match of athlete endorsement in global markets: an associative learning perspective

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Journal Articles

Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events

Yongjae Kim, Kitae Yim, Yong Jae Ko

International Journal of Sports Marketing and Sponsorship (2013) 14 (3): 74–96.

https://doi.org/10.1108/IJSMS-14-03-2013-B006

Published: 01 April 2013

View article titled, Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events

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Journal Articles

Determinants of using sports web portals: an empirical examination of the Sport Website Acceptance Model

Youngjin Hur, Yong Jae Ko, Cathryn L. Claussen

International Journal of Sports Marketing and Sponsorship (2012) 13 (3): 6–25.

https://doi.org/10.1108/IJSMS-13-03-2012-B003

Published: 01 April 2012

View article titled, Determinants of using sports web portals: an empirical examination of the Sport Website Acceptance Model

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Journal Articles

A service quality framework in the context of professional football in Greece

Nicholas D Theodorakis, Kostas Alexandris, Yong Jae Ko

International Journal of Sports Marketing and Sponsorship (2011) 12 (4): 57–71.

https://doi.org/10.1108/IJSMS-12-04-2011-B005

Published: 01 July 2011

View article titled, A service quality framework in the context of professional football in Greece

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Journal Articles

Acceptance of sports websites: a conceptual model

Youngjin Hur, Yong Jae Ko, Cathryn L Claussen

International Journal of Sports Marketing and Sponsorship (2011) 12 (3): 13–27.

https://doi.org/10.1108/IJSMS-12-03-2011-B003

Published: 01 April 2011

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Journal Articles

Martial arts participation: consumer motivation

Yong Jae Ko, Yu Kyoum Kim

International Journal of Sports Marketing and Sponsorship (2010) 11 (2): 2–20.

https://doi.org/10.1108/IJSMS-11-02-2010-B002

Published: 01 January 2010

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Journal Articles

Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008

Yong Jae Ko, Hyewon Park, Cathryn L Claussen

International Journal of Sports Marketing and Sponsorship (2008) 9 (2): 38–51.

https://doi.org/10.1108/IJSMS-09-02-2008-B006

Published: 01 January 2008

View article titled, Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008

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Journal Articles

The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products

Yong Jae Ko, Kyoungtae Kim, Cathryn L Claussen, Tae Hee Kim

International Journal of Sports Marketing and Sponsorship (2008) 9 (2): 6–21.

https://doi.org/10.1108/IJSMS-09-02-2008-B004

Published: 01 January 2008

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The effect of congruity of sports brand collaboration on consumers' explicit and implicit attitudes and purchase intention: moderating role of need for uniqueness

Diversity, equity and inclusion in the sport metaverse

The effects of pre-scandal associations of athlete endorsers and scandal types on consumer blame and eWOM

Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

Spectator-based sports team reputation: scale development and validation

The influence of title sponsorships in sports events on stock price returns

Strategic match of athlete endorsement in global markets: an associative learning perspective

Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events

Determinants of using sports web portals: an empirical examination of the Sport Website Acceptance Model

A service quality framework in the context of professional football in Greece

Acceptance of sports websites: a conceptual model

Martial arts participation: consumer motivation

Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008

The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products

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