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Vol. 1

International Journal of Sport Management and Marketing

2014 Vol. 15 No. 5/6

Special Issue on Advances in Advertising and Sponsorship Effectiveness

Guest Editors: Dr. Beth A. Cianfrone and Dr. Windy Dees

 

Editorial
PagesTitle and authors
238-260Predicting decisions to purchase from sponsors of the Vancouver 2010 Olympics
Luke R. Potwarka; Ron E. McCarville; Kyriaki Kaplanidou
DOI: 10.1504/IJSMM.2014.073203

261-278Determinants of purchase intention toward sponsoring product: mediating role of sponsor identification in Korean professional baseball games
Woo-yeul Baek; Kevin K. Byon; Charles W. Jones; Young-hwan Choi
DOI: 10.1504/IJSMM.2014.073211

279-300Consumer responses to on-site Olympic sponsorship activation: the impact of interactivity, emotions, and perceived image fit on brand attitude formation
Ari Kim; Kyriaki Kaplanidou
DOI: 10.1504/IJSMM.2014.073207

301-321The extended match-up hypothesis model: the role of self-referencing in athlete endorsement effects
Seungae Lee; Wonyoung Kim; Euy-jin Kim
DOI: 10.1504/IJSMM.2014.073212

322-339Alcohol, sponsorship, and new media activation: an investigation of Molson Canadian and the 2014 Olympic Games
Andrea N. Geurin; Sarah Gee
DOI: 10.1504/IJSMM.2014.073209

340-359Sponsorship network portfolio of corporate partners in the National Basketball Association
Amy Chan Hyung Kim; Hyun-Woo Lee; Yukyoum Kim
DOI: 10.1504/IJSMM.2014.073208