Articles in this issue:

  • Yong Jae Ko and Joon Sung Lee

    Sport consumer behavior has become a popular research domain in the field of sport marketing. Over the last decade, scholars have made tremendous efforts to develop a clearer understanding of the nature of sport-related experiences, needs and wants, and the benefits sport consumers derive from such experiences (Funk, Lock, Karg, & Pritchard, 2016). Although these efforts have contributed to describing key characteristics of sport consumers, (re)defining research constructs, and exploring the relationships between key constructs in sport consumer behavior research, scholars have...Read more

  • Minkyo Lee
    Robert F. Potter
    Choong Hoon Lim
    and Paul M. Pederson

    The present study investigated the effect of emotions derived from the unique nature of spectator sport (e.g., uncertainty about outcomes) on sport fans’ responses to advertisements presented in a sport broadcasting context. In order to test the study’s hypotheses, a repeated measures design (i.e., program-induced valence [2] × program-induced arousal [2] × ad valence [2]) was employed. As hypothesized, the affective reactions to game outcomes (i.e., a win or a loss) had significant carry-over effects on the evaluative judgments to commercials. The findings enrich our understanding of how...Read more

  • Jonathan A. Jensen
    T. Christopher Greenwell
    Cori Coleman
    Matt Stitsinger
    and Damon Andrew

    In the years since basking in spite of reflected failure (BIRFing) was hypothesized, no empirical evidence has confirmed its existence, nor have the various hypothesized antecedents been investigated. This multiphase study makes a much-needed contribution to the sport consumer behavior literature in its investigation of BIRFing behaviors, utilizing a sample of long-suffering fans of the Chicago Cubs. Results confirmed that diehard fans do BIRF, the behavior is predicted by team identification, and that loyalty and camaraderie are antecedents. Data collection for the study’s second phase...Read more

  • Sangchul Park and Yuhei Inou

    When virtual advertising is inserted into a sport broadcast, viewers are simultaneously exposed to both a sport event and an advertised brand. The purpose of this study was to determine whether the perceived fit between a sport event and an advertised brand in virtual advertising affects viewers’ attitudes toward the advertised brand. Sport viewer confusion and event suspense were also examined, as a mediator and moderator, respectively, for the relationship between perceived fit and brand attitude. Participants (N = 131) took part in an experiment in which perceived fit and event suspense...Read more

  • Heidi M. Parker
    Michael T. Mudrick
    and Janet S. Fink

    Grounded in associative learning theory and the match-up hypothesis, this study sought to determine how female athlete endorsers’ gender expression impacted perceptions of their effectiveness and endorser-product fit. A 2 (feminine/masculine characteristics) x 2 (feminine/masculine product) experimental design was conducted with 205 participants from two universities in the Northeast region of the United States. Hypotheses were tested using MANCOVA and ANCOVA and results indicated gender expression significantly impacted measures of endorser attractiveness, explaining 23% of the variance....Read more

  • Youngjin Hur
    Choong Hoon Lim
    Dong-Chun Won
    and Sun-Yong Kwon

    This study aims to examine the effects of types of brand transgressions and moral reasoning strategies (moral decoupling and moral rationalization) on consumers’ trustworthiness in and attitudes toward an athlete endorser when a brand company that sponsors the athlete commits transgressions. By using a professional research company, 440 individuals were recruited online. The one-way analysis of variance (ANOVA) results reveal that consumers’ trustworthiness of and attitudes toward the endorser are likely to be lower for product transgressions than for moral transgressions. Higher levels of...Read more