Sport Marketing Quarterly (SMQ)

Volume: 4
Issue: 4

Articles in this issue:

  • James J. Zhang
    Dale G. Pease
    Stanley C. Hui
    Thomas J. Michaud

    This study assessed variables that affect the spectator decision to attend NBA games, which involved the developemnt and use of the Spectator Decision Making Inventory (SDMI). The initial instrument was formulated by identifying 20 decision making ...Read more

  • T. Bettina Cornwell

    Sponsorships have been a longstanding element in the corporate portfolio of social investments. However, in the last decade, sponsorships have moved from a philanthropic orientation to a market-driven one. Subsequently sponsorships have evolved to represent only the basis of extensive sponsorship linked marketing programs. The author examines the implications of sponsorship for marketing decisions in general and promotion decisions specifically.Read more

  • Dana-Nicoleta Lascu
    Thomas D. Giese
    Cathy Toolan
    Brian Guehring

    This article argues for the importance of sport involvement as an individual difference factor that may shed additional light on spectator behavior and general commitment to the sport. The article uses the Zaichkowsky (1985) measure to assess the extent ...Read more

  • Martin G.S.J. Chang
    Lester W. Johnson

    Triathletes are likely to be highly individualistic and strongly motivated by personal challenge. The sport is growing in popularity and with this growth, organized clubs and associations have been formed to serve the needs of triathletes. In this paper,Read more

  • Dallas D. Branch

    A growing trend in America has been the market increase in the number of female sport participants, from Little League to professional sport. Another trend has been the increase in numbers of female sport spectators, from the primary spectator who attendsRead more