Purpose – The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League. Design/methodology/approach – The...

Purpose – The purpose of this paper is to explore potential negative outcomes of high fan identification as well as to identify the causal mechanism or mediator by which high identification may result in such negative responses. Design/methodology/approach – A scale development process was...

This article reports the results of an experimental study in which four factors were manipulated in the context of an evaluation of two sports garments by 172 consumers: t-shirts and athletic shoes. These factors were intended usage situation (sport versus pleasure), brand name (national versus...

Purpose – The purpose of this paper is to test Oliver’s two-dimension (fortitude and community/social support) product loyalty framework. Design/methodology/approach – Oliver categorized each of the two dimensions into high and low, creating a two-by-two framework: low fortitude and...

Purpose – Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management literature compared to African-Americans and Hispanics. In addition, sport management scholars have paid limited...

Purpose – The purpose of this paper is to study brand credibility, customer loyalty and the impact of religious orientation in the Pakistani setting. Design/methodology/approach – In a study of 263 respondents, exploratory and confirmatory factor analyses were conducted in order to check the...

Purpose – The purpose of this paper is threefold: first, to identify the dimensions for evaluating the service quality of internet service providers (ISPs); second, to investigate the relationship between service quality and customers’ behavioural intentions; and third, to investigate the...

Addresses two critical issues for the small retailer faced with competition from large national one‐stop chains: do customers perceive environmental and induced emotional influences the same for these different retailers and do these influences have differential effects on a customer’s...

Assesses whether consumer segments based on relational aspects, service aspects, or price aspects have different preferences concerning these three key decision‐making variables when buying a car. In addition, assesses consumer segments resulting from simultaneously incorporating...

Purpose – The objective of this work is to provide evidence of customer switching intentions as a complex phenomenon involving a series of firm actions – service quality failures, unfair price, low perceived commitment and anger incidents – and factors relating to the purchase situation or...