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 – 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 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...

Purpose – The purpose of the study is to develop a reliable measure of sport team personality that incorporates the relevant dimensions/traits consumers attribute to their sport teams. Design/methodology/approach – Initially, content analysis of sport teams' web sites and magazines were used...