Purpose – The purpose of this paper is to modify and extend the Sport Video Game Motivation Scale (SVGMS). Design/methodology/approach – The original scale included seven factors (Competition, Diversion, Enjoyment, Fantasy, Interest with Sport, Social Interaction, and Sport Knowledge...

Purpose – The purpose of the current study is to advance understanding of sponsorship effectiveness by investigating the impact of the quality of the relationship between a consumer and a sport property on sponsorship effectiveness. Design/methodology/approach – A model was developed to...

In the United States, student-athlete welfare was adopted as a basic principle by the National Collegiate Athletic Association in 1995 (NCAA, 2005). In addition, the NCAA required that Division I institutions provide academic programs and career/life skills programs as well as athletic skills...

Sport teams are increasingly using their websites to create and nurture relationships with their fans. Like other leisure-based products and services, sport brands have a capacity to facilitate the development of brand communities. Websites can be a key context for the expression of brand...

The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this purpose, the authors used event study analysis where the analysis measures the impact that a specific event has on...

No psychometrically sound measurement scale exists to effectively measure sports team reputation. The current study proposed and developed the Spectator-based Sports Team Reputation (SSTR) by considering the most important stakeholder groups - spectators. The results indicated that SSTR had a...