Articles in this issue:

• On Second Thought … Recent Decisions Continue to Reshape Intellectual Property Landscape, pp. 176-179

  Steve McKelvey

  John Grady

  “Sport Marketing and the Law” column of Sport Marketing Quarterly—have, through the appellate process, produced new decisions warranting attention from legal and sport marketing scholars and practitioners. These recent decisions have the potential to reshape certain aspects of sport marketing practice and reflect litigation trends of which savvy sport marketers should be aware.Read more

• Marketing a Social Experience: How Celebration of Subculture Leads to Social Spending During a Sport Event, pp. 138-147

  Xiaoyan Xing

  Laurence Chalip

  B. Christine Green

  The social experience that attendees obtain at a sport event has been shown to play a vital role in their overall evaluation of an event and the likelihood that they will return in the future. The purpose of this study is to identify factors that determine the amount of spending to support social experiences at an event. Spending to support social experience includes nonessential spending to eat in restaurants, drink alcoholic beverages, shop, and take tours. These categories of spending (as a percent of total spendig) at an event are expected to derive from attendees’ identification with...Read more

• Integrating Event Image, Satisfaction, and Behavioral Intention: Small-Scale Marathon Event, pp. 127-137

  Sung Keun (SK) Koo

  Kevin K. Byon

  Thomas A. Baker

  While mega events substantially contribute to a hosting community’s economy and marketing appeal, small-scale events might result in more positive effects because they operate within an existing infrastructure, require a smaller budget, create a more manageable level of crowd congestion, and have high-impact regional effects on the community. Despite the positive effects and prevalence of small-scale events, few have examined their conceptual development. The purpose of this study was to investigate the hierarchical relationship among event image, satisfaction, and behavioral intention (i....Read more

• Motivation, Satisfaction, and Behavioral Intentions: Segmenting Youth Participants at the Interamnia World Cup 2012, pp. 148-160

  Girish Prayag

  Elsa Grivel

  The present study is aimed at segmenting participants’ motivation for attending the Interamnia World Cup (IWC) in 2012 and identifying whether motivational profiles differ by demographics and post-consumption behaviors. The IWC is an annual event hosted by the city of Teramo-Italy and is aimed at young participants interested in the sport of handball. Based on a sample of international sport tourists (n = 242), the study uncovers four clusters of participants (Indifferent, Enthusiast, Socializer, and Competitive). The results confirm that the youth segment of sport tourists is not...Read more

• Impact of Mega Sport Events on Destination Image and Country Image, pp. 161-175

  Jeeyoon Kim

  Joon Ho Kang

  Yu-Kyoum Kim

  Mega sport events are believed to positively and significantly impact the host country’s destination image (from the tourism perspective) and country image (from the international marketing perspective). Focusing on the short-haul market, this study questioned the prevailing “optimism” and empirically examined the impact of hosting a mega sport event on the destination image and country image through a pre-post study design. The results presented a mixed (i.e., both positive and negative) impact on the two images, and patterns of image change varied according to sport involvement, media...Read more