Purpose: Transformative marketing provides a way to encourage positive behaviors. This approach can be applied to community intervention organizations, such as the Special Olympics. Such organizations bring services to provide activity, healthy eating, proper healthcare and caretaker education....

Purpose – As a fixture in the mainstream media landscape, athletes, coaches, and sport celebrities are regularly used to promote products from sports equipment to high‐end watches. With an intrinsic connection between athlete endorsers and sport‐related products, it is the use of these...

Purpose – The purpose of this paper is to test Oliver’s two-dimension (fortitude and community/social support) product loyalty framework. Design/methodology/approach – Oliver categorized each of the two dimensions into high and low, creating a two-by-two framework: low fortitude and...