Purpose: The purpose of this paper is to document and explore the perceptual motivations for voluntary and continued affiliation with a fitness industry register by its affiliates (“members”) and non-affiliates (“non-members”). The formation of fitness industry registers to impart...

Purpose: The purpose of the study was to compare young adult responses to rational and emotional sports product advertisements. The moderating roles of product type and gender were also examined. Design/methodology/approach: The study utilized a 2 (advertising appeal: emotional vs rational) ×2...

Purpose: Given the increasing demands placed on a sport event workforce in servicing the needs of spectators, to attract and recruit volunteers to the industry, it is important for sport event managers to know what is driving how much time volunteers allocate to an event. The purpose of this...

Purpose: There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a...

Purpose: Although both sports and cities have transformed over the last century, research on the intersection of sports and urban development remains scarce. This special issue was designed to advance a research agenda in relation to sports and urban development. The sports and urban...