Articles in this issue:

  • Pawel Waszka

    The Fédération Internationale de Football Association (FIFA) unveiled a brand new logo for the upcoming 2014 FIFA World Cup Brazil on July 8, 2010 (“Official Emblem,” n.d.). The Official Emblem of the 2014 FIFA World Cup, called Inspiration, features three victorious hands together raising the World Cup Trophy. Yellow and green are Brazilian colors and they dominate the design. The words 2014 FIFA World Cup Brasil complement the picture (see Figure 1). The official launch took place in Johannesburg, South Africa, three days before the final match of the 2010 FIFA World Cup. This high...Read more

  • Sagatoma Tokyama
    T. Christopher Greenwell

    Knowing similarities and differences between sport participants and spectators can be advantageous for sport marketers as it may allow sport organizations to increase their consumer base beyond their traditional consumers. Therefore, the present study is aimed at examining similarities and differences of consumer motivation for both playing and watching sports. Using a sample of soccer consumers who both play and watch soccer (N = 237), the study found that for the most part, motivations for playing and watching soccer were different. However, affiliation was found to predict commitment to...Read more

  • Matthew Walker
    Todd Hall
    Samuel Y. Todd
    Aubrey Kent

    Sponsorship activity has increased dramatically over the last two decades, as has customer knowledge of this promotional activity associated with experiential consumption. While a number of studies have measured consumers’ understanding of how event marketing affects their evaluation of a brand, scant empirical attention has been paid to how consumers use sponsorships as signals of event quality. In a between-subjects experimental design, main effects were found for the sponsor’s functional similarity and regression analyses suggest that the strength of the sponsors’ influence predicted...Read more

  • Jaedeock Lee
    Mauricio Ferreira

    Many studies have demonstrated that cause-related marketing (CRM) can impact consumer choice, but its impact can depend on many factors. In this study, we examined the role that team identification can play in the relationship between CRM and consumer choice of team-licensed products. A discrete choice experiment with 119 college students indicates that CRM influenced consumer choices of team-licensed products. Participants preferred team-licensed products that support a cause with a broad appeal. However, this preference was mostly evident among those participants with a low...Read more

  • Brendan Dwyer
    Stephen Shapiro
    Joris Drayer

    Fantasy sport consumer behavior research is a burgeoning area of inquiry as this growing segment of sport fans exhibits unconventional, yet robust media consumption habits. In addition, consumer motivation and market segmentation represent core principles within the study of marketing, yet the integration of these two essential concepts with regard to sport consumers is limited. The purpose of this study was to explore fantasy baseball motives, develop a motive-based taxonomy of users, and quantify the differences between segments through an examination of mediated sport consumption. An...Read more

  • Richard M. Southall
    Mark S. Nagel

    Although May 24, 2010, was like most spring days in Florida—pleasantly mild and partly sunny—the Florida Supreme Court’s actions that day undoubtedly made the National Collegiate Athletic Association (NCAA) and its members feel as if they were trapped in the “dog days of summer”: stifling hot and humid. With one decision, the landscape of college sport had been altered, although most fans and intercollegiate athletic administrators are still not aware of the implications of the court’s decision for the future forecast.Read more