Purpose – The purpose of this paper is to investigate female National Football League (NFL) spectators’ preferences and feedback in regard to various customer service components of the NFL game day experience. The primary components with respect to female spectators’ choices, preferences,...

Purpose Existing studies suggest the importance of research related to values and goals and their impacts on consumer involvement. However, cross-cultural examination of values and goals in the context of sport is scarce. To broaden our understanding of the cultural impact of values and goals on...

Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity...

The purpose of this study is to develop a Sport Website Acceptance Model (SWAM) based on the Technology Acceptance Model (TAM; Davis, 1989). To better explain sports fans' decision-making processes in using sports websites, we incorporated salient consumer variables as sports involvement and...

Purpose – The purpose of this paper is to identify push and pull factors that motivate decision makers to choose wedding banquet venues, and to explore the relationships between the motivational factors and demographic information. Design/methodology/approach – The initial questionnaire was...

Purpose – Buyer trust is needed to begin any purchasing relationship whether the exchange is to take place online or offline. In the online environment, instilling trust is critical to the formation of a purchasing relationship owing to the perception of increased risk on the part of the...

Purpose – The wine business is a fast growing industry in Taiwan particularly since the government deregulated the monopoly system, which in turn has induced fierce competition. Affective theory suggests that consumer emotion affects mood and purchasing behavior. The purpose of this paper is...

Purpose – The study seeks to quantify the ability of consumer knowledge (both objective and subjective) and personal self‐confidence to moderate consumer reliance on price and country of origin (COO) when evaluating wine quality, when all intrinsic cues are experienced through sensory...

Purpose – Expert wine awards are commonly used by consumers to reduce complexity in wine choice but little is known about expert vs non‐expert perceptions of sensory wine quality. This paper aims to examine if expert ratings are suitable quality indicators for consumers and whether there are...