The purpose of this investigation was to develop a scale to measure the degree to which college athletic donation barriers exist for former student-athletes. The Former Student-Athlete Donor Constraint Scale (FSADCS) was created to further examine donor constraint themes found in a previous...

In the current social landscape, the media concentrate on the lifestyle and behavior of certain sport celebrities, and they demand that professional athletes display high standards of moral behavior. In addition, growing media intrusion presents the professional athlete as a damaged hero. The...

Purpose – In a currently western-dominated body of literature, the purpose of this paper is to empirically examine the relationship between motivation, experience, and satisfaction through a structural equation model. This empirical examination was performed in the context of a mega-sporting...

Over the past decade, the Olympic Movement has become increasingly dependent upon financial support provided by corporate sponsors. This study explores the evolution of the Olympic sponsorship programme, presents current and future marketing strategies employed by sponsors, and discusses major...

Purpose: Building on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the Greek sport market. The secondary goal was to examine the extent to which product meanings can predict...

Purpose: The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans of a rival team (rivals). Design/methodology/approach: The sponsorship...