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    Home Journals Sport Marketing Quarterly, Volume 27, 2018, Issue 4

    Sport Marketing Quarterly, Volume 27, 2018, Issue 4

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    Guest Editor’s Introduction: Experimental Research in Sport Consumer Behavior
    Yong Jae Ko and Joon Sung Lee

    The Effectiveness of Advertising Embedded in Televised Sport Programming: How Team Performance Influences de Formation
    Minkyo Lee, Robert F. Potter, Choong Hoon Lim and Paul M. Pedersen

    From BIRFing to BIRGing: A 10-Year Study of the Psychology of Cubs Fans
    Jonathan A. Jensen, T. Christopher Greenwell, Cori Coleman, Matt Stitsinger and Damon Andrew

    The Impact of Gender Expression on Female Athlete Endorser Effectiveness
    Heidi M. Parker, Michael T. Mudrick and Janet S. Fink

    Types of Brand Transgressions and Consumers’ Moral Reasoning Strategies on an Endorser
    Youngjin Hur, Choong Hoon Lim, Dong-Chun Won and Sun-Yong Kwon

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