Special issue: Sport Marketing in Asia: Trends and Issues for the 21st Century
Guest Editors: Bob Heere, Yukyoum Kim, and Masayuki Yoshida
Sport Marketing in Asia: Exploring Trends and Issues in the 21st Century
Masayuki Yoshida and Bob Heere
Examining the Use of Professional Sport Teams as a Brand Extension Strategy in Korean Professional Baseball
Patrick Walsh, Hansol Hwang, Choong Hoon Lim, and Paul M. Pedersen
Impacts of Sport Event Service Quality on Fans’ Team Identification and Revisit Intent
Joon Sung Lee and Joon-Ho Kang
The Marketing of an International Match in Asia: The Effects of Sport Commentary and Sporting Nationalism on Framing, Priming, and Consumer Behavior
Minkyo Lee, Choong Hoon Lim, In-Sung Yeo, and Paul M. Pedersen
Price Elasticity of Ticket Demand in the Professional Basketball League in Japan: Simulating Ticket Purchase Rates using Conjoint Analysis
Hiroaki Ninomiya
DEPARTMENTS
Industry Insider: Sean Pyun
Alan Morse
Sport Marketing and the Law: Foreign Corrupt Practices Act Cases Impact Sport Marketing Strategies
Mark A. Dodds
