The Japanese Professional Soccer League (J. League) began in 1993 and was the first professional soccer league in Japan. After an initial period of strong interest, spectator support for the League has declined. The primary purpose of the current study was to develop a means for measuring...

Brand image forms the basis for making better strategic marketing decisions about targeting specific market segments and positioning a product. The phrase, brand image, however, has been defined and applied in various ways by different researchers. The variations in definition can be confusing...

The concept of commitment in sport marketing has largely been regarded as unidimensional. In the broader study of organizational behavior, commitment has been studied as a multidimensional construct. The multiple dimensions of commitment construe that one's behavior can be conveyed by different...

<title>ABSTRACT</title> As competition for top athletes intensifies, and as challenges associated with recruitment increase, universities must develop and employ recruiting strategies based upon attributes that student-athletes identify as important to their decision-making process. The study investigates...

An important goal of advertising is designing effective campaigns that foster favorable attitudes toward a product. Attitude toward a product is influenced by one's attitude toward an advertisement. Previous research examining attitude toward advertising in general and in specific mediums (e.g.,...

The service quality construct has been long understood as a combination of the quality of a service outcome and the quality of the interactions between customers, frontline employees, and the service environment. Although service quality has been described as a multidimensional, multi-level...