Rasmus K. Storm
Tor Georg Jakobsen
and Nikolaj Schelde

Existing research on spectator demand tends to focus primarily on elite club sport. This paper aims to expand on the literature by applying regression models to a large and unique set of survey data collected from Danish men’s national soccer team matches held from 2013 to 2017. The output from our models suggests that the number of matches attended is positively related to future demand, as are the results of the matches. Our results have implications for managers of national sports federations because they provide information on how spectators’ interest in and intention to attend matches...Read more

Brandon Mastromartino
Henry Wear
Michael L. Naraine
and Katherine R. N. Reifurth

A recent cause-related marketing (CRM) trend for sport organizations has been to adopt a service dog that they will train and showcase through social media and at team events. This phenomenon is unique as these teams are utilizing the dog as a brand association but through a charitable lens in that they are providing resources to train the dog and giving exposure to a good cause. This study examines the consumer behavior implications, specifically brand image, perceived altruism, and purchase intentions, of sport organizations adopting service dogs. Through an experimental design, this...Read more

Sung Keun (SK) Koo
Kevin K. Byon
Thomas A. Baker

While mega events substantially contribute to a hosting community’s economy and marketing appeal, small-scale events might result in more positive effects because they operate within an existing infrastructure, require a smaller budget, create a more manageable level of crowd congestion, and have high-impact regional effects on the community. Despite the positive effects and prevalence of small-scale events, few have examined their conceptual development. The purpose of this study was to investigate the hierarchical relationship among event image, satisfaction, and behavioral intention (i....Read more