Articles in this issue:

  • Jason Simmons
    Michael L. Naraine
    and Chris Greenwell

    Using the context of the Washington Football Team, the current study examined the importance of six brand associations (team colors, community integration, culture/traditions, nickname, logo, uniform style) on fan attitudes toward a revolutionary rebrand. Data were collected from 669 Washington Football Team fans through an online questionnaire. A rating-based conjoint analysis was used to test for the relative influence of each brand association on brand desirability and rejection. Separate analyses were conducted based on respondent geographic location, existing attitudes toward the name...Read more

  • David M. Houghton
    Edward L. Nowlin
    Doug Walker
    and Bryan T. McLeod

    Fantasy sports is a favorite form of sports consumption, and sports betting is becoming increasingly more popular and accessible. Following the recent Supreme Court decision concerning legalization, many fantasy sports operators are now incorporating sports betting into their platforms to capitalize on this opportunity. However, little research examines the motivations behind why some fantasy players bet on sports while others do not. Using a trait-based model, we investigate the likelihood that fantasy sports players would also engage in sports betting, revealing that traits are...Read more

  • Yonghwan Chang
    Clinton Warren
    and Matthew Katz

    Attempts were made to identify the prioritized determinants of season ticket holders’ (STHs) renewal behavior. Also, grounded in the lens of luxury fever, we explored how the determinants are differently weighed and processed across two types of STHs, including regular (R-STHs) vs. premium seat holders (P-STHs). Through a partnership with a Big Ten athletic department, the attendance data were obtained and analyzed. This study adapted a decision tree modeling approach to predict renewal/churning behavior by setting learning decision rules in the CHAID algorithm, a supervised learning...Read more

  • Akira Asada
    Meimei Yan
    Yong Jae Ko
    and Joon Sung Lee

    Corporate social responsibility (CSR)-linked sport sponsorships attract attention from sport marketing professionals and scholars alike. Th e purpose of this research was to examine how the effectiveness of a CSR-linked sponsorship varies depending upon the sponsor’s commitment to the CSR program. Th e results of our experiment showed that a CSR-linked sponsorship could hurt consumers’ fi t perception if the sponsor shows only minimum commitment to the cause. We also found that a CSR-linked sponsorship is more effective than a standard sponsorship in inducing consumers’ positive attitudes...Read more

  • Sungho Cho
    Dae Hee Kwak
    J. Lucy Lee
    and June Won

    The COVID-19 pandemic has been highly politicized in the US. Th is study explored the effect of individuals’ political orientation on the relationship between their risk assessments of COVID-19 and intentions to revisit the golf course. A first-stage moderated mediation model consisting of general risk awareness of COVID-19, perceived risk of playing golf, and revisit intention was introduced to specify when and how political orientation influences an individual’s decision to play golf again. Recreational golfers (N = 199) from a survey panel took part in the study, and results showed that...Read more

  • Chris Greenwell and Sin Wook Yoo

    On-field aggression can attract and entertain sport consumers. However, the promotion of aggression in sport has been controversial, as societal shift s raise questions about how much aggression in sport is appropriate. Therefore, this study seeks to better understand the relationship between on-fi eld aggression and fandom by examining how two motives (physical aggression and violence) predict sport fan passion for three categories of sports (limited-contact, full-contact, and combat). An online questionnaire was utilized to solicit responses from 540 adult sports fans. Overall, results...Read more