Escalating costs in professional sport, increased competition from entertainment alternatives, and a recent labor dispute in the National Hockey League (NHL) provide the impetus to study the underlying structure of team profitability. Thecurrent study takes advantage of this opportunity by...

Purpose – The purpose of this paper is to examine the views of residents and foreigners of the Olympics and the host country before and after the mega‐event within the context of marketing theory on country image effects and psychology theories attribution. Design/methodology/approach –...

Purpose – This paper aims to report on the views that tourists in China have about the country, its people, the country as a destination and the 2008 Olympic Games that were held there. Design/methodology/approach – The study utilizes a survey in which responses were gathered from 288...

Purpose – Little research has examined sponsorship within the context of mega‐event and related host images. This paper seeks to explore the relationships among country, destination, mega‐event and sponsor images through the evaluations formed of each entity. Design/methodology/approach...

Purpose – This research reports on work related to integrating new immigrants into their local communities. The purpose of this paper is to explore community sport and the newcomer experience in communities through an acculturation framework. Design/methodology/approach – The role of...

Purpose – The purpose of this paper is to report on research designed to assess the impact of sponsorship financing of social marketing initiatives on the evaluation of those social marketing programs. Design/methodology/approach – The research utilizes an in-depth, multi-method case study...