International Journal of Sports Marketing & Sponsorship, Vol 21, 2020, No 3

Study on relationships among sports spectator motivations, satisfaction and behavioral intention: empirical evidence from Chinese marathon
Yanling Duan, Bing Liu, Yan He

Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior
Brian H. Yim, Kevin K. Byon

From fans to buyers: antecedents of sponsor’s products purchase intention
Alfredo Silva, José Manuel Cristóvão Veríssimo

Investigating sponsor decision-making: the role of schema theory, agency conflicts, and signaling theory in the persistence of naming rights agreements
Jonathan A. Jensen, David Head, Christopher Mergy

Event impacts associated with residents’ satisfaction and behavioral intentions: a pre-post study of the Nanjing Youth Olympic Games
Jingxian (Cecilia) Zhang, Kevin K. Byon, Kaijuan Xu, Haiyan Huang

Brand-related feelings and sponsor attitude formation
Felix Boronczyk, Christoph Breuer

Factors affecting spectators’ adoption of digital ticketing: the case of interscholastic sports
Armin Marquez, Beth A. Cianfrone, Timothy Kellison

A new love–hate scale for sports fans
Avichai Shuv-Ami, Anat Toder Alon, Sandra Maria Correia Loureiro, Hans Ruediger Kaufmann

Audience response to endemic and non-endemic sponsors of esports events
Ryan Rogers, Lee Farquhar, Jacob Mummert