Forthcoming and Online First Articles

International Journal of Sport Management and Marketing

International Journal of Sport Management and Marketing (IJSMM)

Forthcoming articles have been peer-reviewed and accepted for publication but are pending final changes, are not yet published and may not appear here in their final order of publication until they are assigned to issues. Therefore, the content conforms to our standards but the presentation (e.g. typesetting and proof-reading) is not necessarily up to the Inderscience standard. Additionally, titles, authors, abstracts and keywords may change before publication. Articles will not be published until the final proofs are validated by their authors.

Forthcoming articles must be purchased for the purposes of research, teaching and private study only. These articles can be cited using the expression "in press". For example: Smith, J. (in press). Article Title. Journal Title.

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International Journal of Sport Management and Marketing (One paper in press)

Regular Issues

  • Do Ultimate Fighting Championship Fans Exhibit Gender Bias : Evidence from Memorabilia Markets   Order a copy of this article
    by David Yaskewich 
    Abstract: Despite the integration of women into the Ultimate Fighting Championship (UFC) over the past decade, prior studies have identified unique challenges faced by female athletes when endorsing products and building a personal brand. This study examined whether consumers exhibit gender discrimination in secondary markets for UFC memorabilia. The effect of a fighter's gender on the market price of a fighter's trading card was assessed while controlling for other fighter-specific characteristics. Multivariate regression models indicated that a fighter's gender had a statistically insignificant association with a card's price. While trading card collectors did not display gender discrimination, a fighter's name recognition had a strong positive effect on card prices. The main results suggest that consumer demand for memorabilia is driven by the star power and celebrity status of UFC fighters.
    Keywords: consumer discrimination; gender discrimination; mixed martial arts (MMA); memorabilia; trading cards; Ultimate Fighting Championship.
    DOI: 10.1504/IJSMM.2024.10069216
     

 

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