... experiments were conducted around American football events to examine these choices. Experiment 1 utilized a 2 (Perceptions of Rivalry Games: Rivalry vs. Non-Rivalry) × 3 (Perceived Food Attributes: Energy vs. Healthiness vs. Environmental-Friendliness) between-subjects design. Experiment 2 employed a 2 (Game...

... that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans...

...Jennifer L. Harker; Jonathan A. Jensen Purpose The purpose of this research is to extend current knowledge regarding rivalry communication among sport consumers to better understand how rivals behave with one another when they communicate. Design/methodology/approach This national survey of US...

... responses (e.g. Bhattacharya and Sen, 2003 ; Hoeffler and Keller, 2002 ; Sen and Bhattacharya, 2001), but will consumers’ support for cause efforts in a sports context be confounded by team allegiances and rivalries (Platow et al., 1999 ; Roy and Graeff, 2003 ; Nichols et al., 2016...

...Nicholas Masafumi Watanabe; Ann Pegoraro; Grace Yan; Stephen L. Shapiro Purpose Previous research on rivalry games in sport has predominantly focused on understanding the nature of these games and their effects on consumer behavior. As such, the purpose of this paper is to conduct an empirical...