Purpose: The segmentation of customers into homogeneous groups is well researched, reflecting its importance to marketers. Specific to professional sports, published research on customer segmentation first occurred in the early 2000s, but no studies exist based on internal data from season...

Purpose: This research tests empirically the level of consumer engagement with a product via a nonbrand-controlled platform. The authors explore how social media influencers and traditional celebrities are using products within their own social media Instagram posts and how well their perceived...

Purpose: The criticisms put forward against economic impact studies lead to a key question: “Is it possible to measure the impact of sporting properties and events in a holistic, conservative, and reliable way?” This research endeavors to build on the academic literature to add to the scope...

Purpose: The purpose of this paper is to explore the understudied topic of sustainability as a factor in the Canadian residential real estate purchase decision using the unique lens of justice motivation theory. Design/methodology/approach: Using a qualitative approach, the study draws on...

Purpose – This research reports on work related to integrating new immigrants into their local communities. The purpose of this paper is to explore community sport and the newcomer experience in communities through an acculturation framework. Design/methodology/approach – The role of...

Purpose – This paper aims to report on the views that tourists in China have about the country, its people, the country as a destination and the 2008 Olympic Games that were held there. Design/methodology/approach – The study utilizes a survey in which responses were gathered from 288...

Purpose – Little research has examined sponsorship within the context of mega‐event and related host images. This paper seeks to explore the relationships among country, destination, mega‐event and sponsor images through the evaluations formed of each entity. Design/methodology/approach...

Purpose – The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social marketing programs. Design/methodology/approach – The research utilizes an in-depth, multi-method case study...

Escalating costs in professional sport, increased competition from entertainment alternatives, and a recent labor dispute in the National Hockey League (NHL) provide the impetus to study the underlying structure of team profitability. Thecurrent study takes advantage of this opportunity by...