FiT Publishing

General marketing scholars have advocated for historical research since the 1980s, leading to a substantial increase in history-based marketing articles. With general marketing embracing historical research, the present content analysis assesses leading sport marketing journals, their article methodologies, and the presence of any studies that utilize the historical method and/or incorporate historical or archival data for analysis. Comparatively, the present study shows sport marketing scholars primarily analyze the field through pure monomethod (i.e., quantitative or qualitative)...Read more

Sport marketing research has continued to evolve since the first issue of Sport Marketing Quarterly (SMQ) was published in 1992. While examining the content of academic publications in the field of sport marketing has occurred, an analysis of SMQ’s first 20 years of publication has not been conducted until now. In order to gain an understanding of sport marketing’s body of knowledge it is important to conduct analyses of the research the field produces (Pitts, 2002). The purpose of this study was to conduct a content analysis of SMQ from its inception in September 1992 (Volume 1, Issue 1)...Read more