Measuring Sponsorship Effectiveness: Designing an Alternative Approach 

by Gashaw Abeza, Benoit Seguin, Peter Carton, and Susan Holland

(Published online September 2020)

The Rio 2016 Olympics: Analyzing Rule 40’s Moment to Shine 

by Johh Grady

Characterizing Consumer Motivation as Individual Difference Factors: Augmenting the Sport Interest Inventory (SII) to Explain Level of Spectator Support

by Daniel C. Funk, Daniel F. Mahony, and Lynn Ridinger

(Vol. 11, No. 1, 2002)

Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty

by Daniel F. Mahony, Robert Madrigal, and Dennis Howard

(Vol. 9, No. 1, 2000)

Creating and Fostering Fan Identification in Professional Sports

by William A. Sutton, Mark A. McDonald, George R. Milne, and John Cimperman

(Vol. 6, No. 1, 1997)