FiT Publishing

Throughout the sport management literature, a plethora of scales exist that measure constructs that impact sport consumption. Although the scales have different names and may be derived from different theories, many of them use the same items. We propose to consolidate those scales in order to create one unified scale. Specifically, the purpose of this paper was to determine whether Keller’s (1993) brand association framework (product attributes, non-product attributes, and product benefits) could consolidate the existing models and theories that purport to measure what impacts people to...Read more

Social media has become an important frontier in the sport sponsorship paradigm (Dees, 2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & Fernandes, 2018). Despite this potential, the extent to which social media content, as part of a sport sponsorship’s leveraging activities, can yield consumer engagement behaviors is unknown. Thus, the purpose of this study was to examine the impact of integrating sponsors into the social media posts of sport organizations on fan engagement. A total of 13,542 Instagram posts from four professional sports teams were...Read more

While frequently examined in events and service research, satisfaction has received little examination in the context of sponsorship. Given the shared characteristics of both service and sport-derived products, this study, which was framed by the theory of planned behavior, aimed to examine the influence of event satisfaction, motorsport involvement, and sponsor-event fi t on both sponsor image and behavioral intentions for a title sponsor of an IndyCar event. In addition, the study explored the influence of satisfaction and motorsport involvement on sponsor awareness and image for...Read more