This research examined how familiarity with a brand influences how negative publicity related to a celebrity endorser is perceived. Specifically, the current research determined if familiarity with event and sponsor brands may temper any negative consequences of being linked with negative...

The branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was...

The conceptual roots of involvement are considered to better understand the construct's use in sport management research and practice. Sport involvement is conceptualized as a multifaceted construct representing the degree to which participation in a sport activity becomes a central component of...

The Japanese Professional Soccer League (J. League) began in 1993 and was the first professional soccer league in Japan. After an initial period of strong interest, spectator support for the League has declined. The primary purpose of the current study was to develop a means for measuring...

Research on sport spectators and sport fans is examined to develop a model of the psychological connections that individuals experience with sports or sport teams. The Psychological Continuum Model (PCM) is introduced. It provides an extended view of sport spectator and sport fan involvement,...

Although the attitude construct has received considerable attention in the social psychological literature, its application to better understand how people form strong, stable and continuous involvement with athletic teams remains largely unexplored. Following a review of attitude strength...

Attitude-related research in the existing sport literature has focused on measurement of the affect component to examine existing attitudes towards sport teams. Recent studies question sole reliance upon affective reactions to assess sport consumers' attitudes towards sport teams. Current...

The present study used the Sport Interest Inventory (SII) to further our understanding of how motivation can be characterised as individual difference factors among sport consumers. The SII was augmented through qualitative feedback involving four focus groups, a pilot test (n = 80) and later...

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...