An important goal of advertising is designing effective campaigns that foster favorable attitudes toward a product. Attitude toward a product is influenced by one's attitude toward an advertisement. Previous research examining attitude toward advertising in general and in specific mediums (e.g.,...

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...

The service quality construct has been long understood as a combination of the quality of a service outcome and the quality of the interactions between customers, frontline employees, and the service environment. Although service quality has been described as a multidimensional, multi-level...

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...

Within the realm of sport management, team identification, a type of group identity, has been examined as a uni-dimensional construct (Wann & Branscombe, 1993). Research in social psychology, however, has examined group identity as a multi-dimensional concept. The current study examined team...

Although scholars have had a long-standing interest in product innovation based on technological development, limited attention has been devoted to the study of the innovation of sport event experiences. Two quantitative studies, from the consumer's perspective, were completed to validate the...

The concept of commitment in sport marketing has largely been regarded as unidimensional. In the broader study of organizational behavior, commitment has been studied as a multidimensional construct. The multiple dimensions of commitment construe that one's behavior can be conveyed by different...