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    Home Journals Sport Marketing Quarterly, Volume 31, 2022, Issue 2

    Sport Marketing Quarterly, Volume 31, 2022, Issue 2

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    Articles

    Publicity about Athlete Endorsers Affects Responses to Ads via Motivational Activation

    Glenna L. Read, Jihoon (Jay) Kim, Yen-I Lee, Shuoya Sun, Youngji Seo, and Kenon A. Brown

    An Examination of Sponsor Outcomes at Different Tiers of IndyCar Sponsorship
    Zachary Evans and Terry Eddy

    It’s About Time: A Longitudinal Examination of Attitudes and Brand Associations of a Women’s Professional Sport Team

    Henry Wear, Michael L. Naraine, and Jordan Bakhsh

    The Utility of a Single-Item Self-Perception Fandom Measure for Sport Consumer Segmentation and Predicting Behavior

    Thilo Kunkel, Adam Karg, and Heath McDonald

    Toronto Raptors fans celebrating on top of a bus after their team took home the 2019 NBA championship.
    Photo by Brian Jones on Unsplash
    NBA Fan Behavior: The Effects of Personality on NBA Fandom and Stickiness in Purchasing Related Products

    Yu-Tai Wu, Yu-Feng Wu, Chih-Du Cheng, and Mei-Yen Chen

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