Articles in this issue:

  • Charles W. Jones
    Kevin K. Byon
    and Haiyan Huang

    The purpose of this study is to examine the influence of controllable service quality factors as firm-based antecedents to two dimensions of customer engagement behavior among Formula One racing spectators. This study uses the theory of customer engagement (van Doorn et al., 2010) as a guiding framework and applies Bettencourt’s (1997) model of customer voluntary performance (CVP) to examine how perceptions of ancillary services and value can prompt management cooperation and prosocial behavior among spectators of a recurring mega sport event. Findings suggest that spectator interactions...Read more

  • Soojin Kim
    Yongjae Kim
    and Seungbum Lee

    The purpose of this study is to identify the prominent athletic donor motives in an NCAA Division II athletic program, employing the scale of Athletic Donor Motivation (Ko, Rhee, Walker, & Lee, 2014), and to assess the impact of the identified motives on giving behavior. A total of two hundred and thirty two actual donors housed in an NCAA Division II university were used for analysis. To test the psychometric properties of the measurement and examine the relationship between donation motives and actual donation behavior, a confirmatory factor analysis and a structural equation...Read more

  • Windy Dees
    Colin Gay
    Nels Popp
    and Jonathan A. Jensen

    Brand awareness is frequently cited as a main objective for firms engaging in sponsorship and is often used as a measurement of sponsorship effectiveness. Meanwhile, sport sponsorship has evolved from static signage and one-way messaging to include an exhaustive list of assets and intangible rights, along with extensive on-site activation, each with a specific incremental cost. Yet, it is unknown whether the mix of assets and rights firms may choose to purchase, along with an investment in activation, impacts their ability to generate greater sponsorship effectiveness in the form of brand...Read more

  • Thomas M. Hickman

    This study surveyed fans of a college football team and found that nonprofit organizations are positioned to benefit from sponsorship through increased positive word of mouth and donations by fans of the team. Specifically, fan identification, favorability toward the sponsorship, and perception of quality of the nonprofit organization were all predictive of higher levels of positive word of mouth. Cumulatively, these variables led to respondents selecting the sponsoring nonprofit versus a similar non-sponsoring nonprofit in the donation choice phase of the study. This article also examines...Read more