The purpose of this study was to examine the dimensions of athletic star power associated with Generation Y sports consumption. Multivariate analyses revealed that athletic star power factors (Professional Trustworthiness, Likeable Personality, Athletic Expertise, Social Attractiveness and...

Purpose – As a fixture in the mainstream media landscape, athletes, coaches, and sport celebrities are regularly used to promote products from sports equipment to high‐end watches. With an intrinsic connection between athlete endorsers and sport‐related products, it is the use of these...

Purpose: Transformative marketing provides a way to encourage positive behaviors. This approach can be applied to community intervention organizations, such as the Special Olympics. Such organizations bring services to provide activity, healthy eating, proper healthcare and caretaker education....

Team identification has been shown to predict cognitive, affective, conative, and behavioural dimensions of sport spectatorship. Recently, the Point of Attachment Index was introduced as a comprehensive measure of a sport fan's different points of attachment within sport. The PAI, as studied...

Although professional golf has emerged as a leading spectator sport during the 20th century, there has been little research examining the consumption behaviour of those who attend tournaments across the three professional tours in North America. The purpose of this study was to examine whether...

Volunteers are a major labor source in sports; however, the impact of volunteers on organizational image or on customers' repatronage intentions has not been studied. An experimental study (2 x 3 factorial design) was employed to explore the effect of Employment Status of the service...

Consumer values and the perceived attributes of a product elicit consumptive behaviors. The purpose of this study was twofold: (a) to test the psychometric properties of three scales (MVS; Richins & Dawson, 1992; PRS, Richins, 1994; PERVAL scale, Sweeney & Soutar, 2001) that measure consumer values and...