Search Results - person:"Matsuoka, Hirotaka"

Risk and psychological return : a moderating role of COVID-19 risk perception in the impact of team identification on vitality after sport spectatorship in Tokyo

Kinoshita, Keita; Matsuoka, Hirotaka - In: International journal of sports marketing & sponsorship 24 (2023) 1, pp. 20-37

Persistent link: https://www.econbiz.de/10014232438

How does spectator marketing in women's leagues differ from that in men’s leagues?

Adachi, Natsumi; Yamashita, Rei; Matsuoka, Hirotaka - In: International journal of sport management and marketing … 22 (2022) 1/2, pp. 1-18

Persistent link: https://www.econbiz.de/10012990270

Temporal team switching after the elimination of the supported team at a knockout tournament

Latypova, Endzhe; Matsuoka, Hirotaka - In: International journal of sports marketing & sponsorship 24 (2023) 1, pp. 74-89

Persistent link: https://www.econbiz.de/10014232448

The negative effect of CSR-CSI domain overlap in CSR-linked sport sponsorship

Kang, Taeahn; Matsuoka, Hirotaka - In: Journal of business research : JBR 156 (2023), pp. 1-14

Persistent link: https://www.econbiz.de/10013534267

Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage

Hahm, Jeongbeom; Choi, Heedong; Matsuoka, Hirotaka; … - In: International journal of sports marketing & sponsorship 24 (2023) 2, pp. 333-358

Persistent link: https://www.econbiz.de/10014331416

Esports and Olympic Games : a cross-cultural exploration of the player support behaviour towards the Olympics

Ribeiro, Tiago; Almeida, Victor Manoel Cunha de; … - In: International journal of sports marketing & sponsorship 24 (2023) 4, pp. 700-721

Persistent link: https://www.econbiz.de/10014377668

Sponsoring many or few sports properties? : moderated mediation effect of perceived sponsor ubiquity depending on sponsor–property fit

Kang, Taeahn; Matsuoka, Hirotaka - In: The journal of business & industrial marketing 38 (2023) 4, pp. 774-787

Persistent link: https://www.econbiz.de/10014227500

The impact of CSR-CSI domain overlap on attitude toward the sponsor

Kang, Taeahn; Matsuoka, Hirotaka - In: Sport marketing quarterly : preferred journal of the … 31 (2022) 1, pp. 33-47

Persistent link: https://www.econbiz.de/10013198832

Brand attributes scale for professional sport teams : measuring strength, favorability, and uniqueness of team attributes

Wada, Yukako; Matsuoka, Hirotaka - In: Marketing analysis in sport business : global perspectives, (pp. 258-274). 2022

Persistent link: https://www.econbiz.de/10014311340

The effect of sponsorship purpose articulation on fit : moderating role of mission overlap

Kang, Tae-Ahn; Matsuoka, Hirotaka - In: International Journal of Sports Marketing and Sponsorship 22 (2020) 3, pp. 550-565

Purpose: This study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between the sponsor and the property....

Persistent link: https://www.econbiz.de/10012412274