Table of contents
Professional niche sports sponsorship: an investigation of sponsorship selection criteria
Greg P Greenhalgh, T. Christopher GreenwellThis study surveys professional niche sports sponsors in an effort to empirically understand what selection criteria these companies deem important when evaluating professional…
Sports spectator segmentation: examining the differing psychological connections among spectators of leagues and teams
Jason P Doyle, Thilo Kunkel, Daniel C FunkThe results from this study extend previous research by empirically testing the involvement based Psychological Continuum Model (PCM) segmentation procedure on sports spectators…
Increasing sponsorship effectiveness through brand experience
Marieke L Fransen, Thomas J. L. van Rompay, Daan G MuntingaThis quasi-experimental field study examines whether companies can improve the effectiveness of theirsponsorship investments by creating a brand experience. Data were collected…
Value creation: assessing the relationships between quality, consumption value and behavioural intentions at sporting events
Masayuki Yoshida, Jeffrey D James, J. Joseph CroninThroughout this study, the authors sought to identify the antecedents and consequences of a multi-dimensional consumption-value construct. Data were collected from sports…
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ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang