Purpose – The purpose of this paper is to propose a model in which fans' team attachment is the determinant of three sponsorship outcomes: sponsor image, purchase intentions, and word of mouth. Furthermore, following the sponsorship literature, the role of sport fans' involvement on the...

Purpose – The purpose of this paper is to identify and describe the key driving forces in international sponsorship during the years preceding the 2008 Olympic Games in Beijing. Design/methodology/approach – A “means‐objectives model” is applied, thereby linking sponsorship to brand...

Purpose – Since the introduction of martial arts in the global community through a variety of international sport events, the sport of Taekwondo (TKD) has grown rapidly. Although the magnitude of the TKD market has increased, few systematic studies have been conducted to understand TKD...

Purpose – The purpose of this paper is to investigate the effects of emotional valence and intensity on sport sponsorship attitudinal outcomes, across two culturally different samples from Australia and France. Design/methodology/approach – Based on a multidisciplinary literature review of...

Purpose – The purpose of this paper is to analyse the perceived brand equity of professional football clubs on foreign markets as these clubs firmly want to expand and reach a global brand status. Design/methodology/approach – Fitting with an inductive approach, 12 semi‐structured...

Purpose – It is not uncommon for sports fans to follow multiple sports teams across different sports and even several teams across different leagues of the same sport. Whereas this might be considered a competitive situation, the purpose of this paper is to examine how interest in overseas...

Purpose – The purpose of this paper is to explore the perceptions of the residents of Beijing for the improvement of the tourist infrastructure after the Olympic Games. The study identifies factors affecting the inhabitants' perceptions about the tourist impact of the Olympic Games, and the...

Purpose – The purpose of this paper is to investigate reverse image transfer as it applies to both celebrities (actors/models) and celebrity athletes in a New Zealand context. It extends the work of Garland and Charbonneau which examined reverse image transfer (product image transferring to...

Purpose – The purpose of this paper is to highlight the circumstances preventing the Wellington Phoenix, New Zealand's only professional football team, from participating in the Asian Champion's League. Design/methodology/approach – A single case study approach has been adopted to generate...