International Journal of Sports Marketing & Sponsorship

Articles from Vol. 6, No. 1, July

Brand Loyalty of NASCAR Fans towards Sponsors: The Impact of Fan Identification
Abstract Although brand loyalty has been cited by practitioners as one of the most important sponsorship objectives, there is little empirical research on the effect that sponsorship has on sports fans' loyalty towards sponsoring brands. Comparing...
Editorial
In my previous editorial I wrote about changes planned for the Journal and promised the continued commitment to its main mission, namely to be a bridge between practitioners and researchers. Here is the manifestation of that promise. As you can...
Editorial Policy
Aims and scope The main mission of IJSM & S is to bring together academics and practitioners in one forum, to further the knowledge and understanding of sports marketing and sponsorship. We interpret marketing and sponsorship broadly to include...
Events
European Football Finance Forum Theme Football (soccer) finance and revenue streams Venue Carlton Tower, London, UK Date 23/24 September 2004 Tel +44 (0) 20 7779 8603 Email wkelso@euromoneyplc.com Web...
Has Adverse Publicity Affected Beckham's Sponsorship Potential?
Abstract Global icon David Beckham was alleged by the tabloid media in April/May 2004 to have had an extra-marital affair. Given his carefully nurtured image as a family man and model father, would the adverse publicity damage that image and affect...
Interview with Jim Andrews, Senior Vice President, IEG, Inc
SR Can you tell me about your background, how you came to work in the sponsorship industry and what brought you to IEG? JA I have spent almost my entire professional career with IEG, having joined in 1987, five years after its founding by Lesa Ukman....
The Role of Perceived Fit in Fans' Evaluation of Sports Brand Extensions
Abstract This study is one of the first efforts in sports marketing literature to assess sports fans' evaluation of brand extensions introduced by a professional sports team. Using measures of perceived fit between the parent brand and the extensions,...
The Use of Research to Develop a Marketing Strategy for Plymouth Argyle Football Club
Abstract English Football Club Plymouth Argyle had been in the Third Division, with an unpopular management team and a bleak future. Incoming managers made major changes on and off the pitch and success soon followed. The club also completely overhauled...
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