Purpose – The reason patrons cease to attend sporting events is not well understood. The purpose of this paper is to examine how factors motivate and inhibit patronage from continuing. Design/methodology/approach – A random sample of a sport franchise's fan database ( n =308) is drawn....

Purpose – Current research has largely overlooked importance as a meta‐attitude consumers develop from related judgments. Drawing from observations by consumer theorists and attitude strength researchers, the present study seeks to investigate the formation and effect of attitude importance...

This research examined how familiarity with a brand influences how negative publicity related to a celebrity endorser is perceived. Specifically, the current research determined if familiarity with event and sponsor brands may temper any negative consequences of being linked with negative...

The conceptual roots of involvement are considered to better understand the construct's use in sport management research and practice. Sport involvement is conceptualized as a multifaceted construct representing the degree to which participation in a sport activity becomes a central component of...