Measuring Sponsorship Effectiveness: Designing an Alternative Approach (Published online September 2020)
Gashaw Abeza, Benoit Seguin, Peter Carton, and Susan Holland

The Rio 2016 Olympics: Analyzing Rule 40’s Moment to Shine (Vol. 25, No. 3, 2015)
Johh Grady

Characterizing Consumer Motivation as Individual Difference Factors: Augmenting the Sport Interest Inventory (SII) to Explain Level of Spectator Support (Vol. 11, No. 1, 2002)
Daniel C. Funk, Daniel F. Mahony, and Lynn Ridinger

Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty (Vol. 9, No. 1, 2000)
Daniel F. Mahony, Robert Madrigal, and Dennis Howard

Creating and Fostering Fan Identification in Professional Sports (Vol. 6, No. 1, 1997)
William A. Sutton, Mark A. McDonald, George R. Milne, and John Cimperman