Articles in this issue:

  • Mark Nagel

    An interview with Susan O’Malley, President of Washington Sports and EntertainmentRead more

  • Abdullah Demirel
    Janet Fink
    and Steve McKelvey

    Today, sponsorship is a widely-used marketing communications tool. While consumers’ responses to sponsorship have been extensively studied, little research has been conducted on employees’ responses to a sponsorship. Based in social identity theory, this study addresses this gap by examining sponsorship from the perspective of employees of an organization that sponsors a National Football League (NFL) team. A structural model was developed and tested to examine the relationship between team identification, sponsorship related factors (i.e., perceived fit, sincerity, and benefits to the...Read more

  • Seunghwan Lee and Bob Heere

    The purpose of this study was to empirically examine the relative effectiveness of emotional advertising over rational advertising and combination advertising on sport consumer behavior. To achieve this purpose, a 2 (emotion) × 2 (cognition) incomplete factorial design was employed with three experimental conditions (emotional, rational, and combination ad). A total of 324 participants with 108 participants in each of the three advertisements were recruited from a large public university in the United States. To test the relative effectiveness of the three advertising appeals on consumer...Read more

  • Brian H.Yim and Kevin K. Byon

    This study examined the “emotion-satisfaction-behavior” model by synthesizing attribution theory (Weiner, 1985) and the transactional theory of coping (Lazarus & Folkman, 1984). Two moderators were included: (a) game outcome and (b) identification with the team. Data (N = 494) were collected from two sources: (a) a non-student sample provided by Amazon Mechanical Turk and (b) a student sample from a public university in the southeastern United States. Structural equation modeling (SEM) and partial least square (PLS) statistics were used to test the model. The latent moderated...Read more

  • Anthony D. Pizzo
    Bradley J. Baker
    Sangwon Na
    Mi Ae Lee
    Doohan Kim
    and Daniel C. Funk

    eSports–organized video game competitions–are growing in popularity, with top tournaments drawing crowds of spectators rivaling traditional sporting events. Understanding the extent to which eSport operates similarly to traditional sport is vital to developing marketing strategies for the eSport industry and informing academic research on eSport. Prior research has examined eSports in isolation from traditional sports, overlooking direct comparisons to understand the degree to which eSport spectators are motivated similarly to traditional sport spectators. The current study measures widely...Read more

  • Henry Wear
    Dorothy Rodgers Collins
    and Bob Heere

    When the Charlotte Bobcats became the Charlotte Hornets at the beginning of the 2014 NBA season, the team became the first in history to rebrand itself with a moniker previously used and recently dropped by another NBA franchise. Despite being bound by NBA branding and merchandising rules, the organization was able to re-imagine the original Hornets brand to create a new distinct brand identity that pushed the organization into the future while still honoring the past. The franchise employed a variety of creative brand communication techniques, including sending Hugo the Hornet mascot door...Read more