Purpose: The purpose of this paper is to examine how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans’ intentions to support the cause. The purpose of the studies is to assess the perils of featuring a specific team in...

Purpose - This paper examines how reference to a rival or favorite sports team within cause-related sports marketing (CRSM) campaigns affects fans’ intentions to support the cause. The purpose of the studies is to assess the perils of featuring a specific team in league-wide activations of...

Spectator sports embody social group conflict, where consumers periodically interact with opposing fans, thereby providing outlets for negative brand affect in the form of acrimony toward rivals. To assess the regional nature of rivalry, this study compared 5,145 sports consumers across the four...

Accessing and exploiting organizational resources are essential capabilities for competitive sport organizations, particularly those engaged in motorsports, where teams lacking resources frequently dissolve. Corporate sponsorship represents a common method for resource acquisition. Yet, not all...

Rivalry is ubiquitous across sports, yet the representation and specification of rivalry varies widely. Such discrepancy poses problems when distinguishing between multiple outgroups and when employing rivalry to explain related questions such as demand for sport consumption. In this paper, we...

Previous research on sports rivalry has emphasized fans' social identity and the threat posed by rivals. Much of this scholarship is based on intercollegiate sports, where many fans, such as students and alumni, have a formally defined identity with the university. In this study, fans (N =...