... investigate the antecedents of prestige, domain involvement, and fan associations for predicting fan identification among sports spectators. Utilizing structural equation modeling the findings support the premise that highly identified fans are more likely to exhibit the investigated sponsorship outcomes...

...Des Thwaites Draws on the extant literature in the areas of services marketing, sport tourism and service quality to present a range of concepts and models that have utility in heightening management’s appreciation of the complexities of achieving service quality in a sport‐tourism context...

...Scott W. Kelley; K. Douglas Hoffman; Sheila Carter Franchise relocation and sport introduction are becoming commonplace in professional sports. However, many franchises have found that developing fan acceptance is often challenging. The fan adoption process is presented as a systematic framework...

... by a leading US brewer with general attitudes toward the use of sports sponsorship to promote tobacco products. Results suggest that respondents have significantly different attitudes towards the two product categories and their use of sponsorship, accepting more readily the use of the Olympics to promote beer...

... of satisfaction and advertising effectiveness as well as a broad indication of the reasonableness of installing video screens and selecting rotational systems as an advertising medium. A detailed description of the present study follows. Included are discussions of extant sports sponsorship and advertising theory...

...Kenneth A. Hunt; Terry Bristol; R. Edward Bashaw Develops a classification or typology of the sports fan. Specifically, contends that five different types of sports fans exist: temporary, local, devoted, fanatical, and dysfunctional. The need exists to identify the different types of fans due...

...J. Richard Shannon Looks at the sports industry and addresses the current situation for authors seeking to publish in the area of sports marketing. Sports currently represents the eleventh largest industry in the USA. Despite this, there are few mainstream marketing journals willing to publish...

... Perceptions Repeat buying Sport A large body of research in services marketing has focussed on customers′ perceptions of service quality and their resulting satisfaction with the primary service rendered (for example, whether a bank transaction was handled properly, whether a package was delivered...