OOIR: Observatory of International Research

Papers

(The median citation count of International Journal of Sports Marketing & Sponsorship is 2. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2022-01-01 to 2026-01-01.)

Article	Citations
Factors influencing fan token purchase intent in sports fandom	29
Investigating the socio-economic impacts of mega sports events on community participation and support: the case of FIFA World Cup Qatar 2022	28
A systematic review on spectator behavior in esports: why do people watch?	26
Member identity in fitness centres and its consequences: an examination of members and managers' perspectives	23
An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics	23
Examining valuation of corporate naming rights partnerships in collegiate sports and their impact on consumer behavior	18
Online posting intention: do the social communication and brand equity of esports matter?	17
Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball	17
Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics	16
#Trending towards brand crisis management: the case of the Seattle Kraken and BookTok	16
Associative personalities: investigating the impact of gender personality congruence between sport brands and individuals on life satisfaction	14
How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective	14
Sports ambassadors and destination image: a fuzzy set analysis	14
Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences	14
Sport team identification: a social identity perspective comparing local and distant fans	14
Salute to service or salute to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign	13
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect	13
Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment	12
The impact of parasocial interaction with anthropomorphized AI chatbots on sport consumers’ loyalty	12
Centralizing sponsorship management in multi-divisional voluntary sports clubs: a multiple case study approach	12
Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents' perspectives	12
Insights from the inside: marketing agency practitioners’ perspectives on developing athlete brands	12
The knowledge structure of corporate social responsibility in sport management: a retrospective bibliometric analysis	11
Sports fashion and sustainability: a perfect match?	10
The spillover effect of Chinese sportswear brands' relationship quality: a perspective of Confucian yuanfen culture	10

Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship	10
Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy	10
From horizontal to vertical relationships: how online community identification fosters sport fans’ team identification and behavioural intentions	10
Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping	10
Going green in road races: enhancing runners’ green brand loyalty – the roles of green brand positioning, attitude and identification	9
Providing a framework and guidelines for sport organizations to understand and predict sport consumer behavior	9
When celebrity endorsements collide with social activism: exploring athlete celebrity endorsements, social issues and brand perception	9
Examining identity and perceived risk on technology acceptance and behavioural intentions of fans: an extended TAM perspective	9
Diversity, equity and inclusion in the sport metaverse	9
The impact of doping scandals on on-site spectator satisfaction at major sport events	8
How do marketing practices impact price premium of co-branded sportswear? The moderating effect of product category fit and partner brand name	8
National Sports Networks rights fees: the influence of fantasy sports participation and women’s sports content	8
Government-public relationships in the context of mega sport events: conceptualisation and scale development	8
Inter- and intra-team differences in professional sport fans’ environmental attitudes	8
Guest editorial: Diversity, equity and inclusivity in sport marketing research	7
Team loyalty and intergenerational influence: the role of nurturant fathering in the transference process	7
Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions	7
Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude	7
Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage	7
Risk and psychological return: a moderating role of COVID-19 risk perception in the impact of team identification on vitality after sport spectatorship in Tokyo	7
Can sports-based corporate social responsibility performance reflect firms' market values and risks? Intertemporal evidence from Taiwan iSports corporate award-winning firms	6
Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey	6
Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch	6
Gen Z’s expectations for the NFL: aligning corporate social responsibility with a values-driven generation	6
Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby	6
The impact of virtual influencers’ anthropomorphism, attractiveness, credibility and sports knowledge on consumers’ information-sharing intentions	6
Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers	6
Guest editorial: Promises, paradoxes and perils: the current state and future directions of Web3 technologies and brand innovation in sports business	6
Customer citizenship behaviour of older adults in community fitness centres: effects of service quality and satisfaction	5
Streaming alternative sports formats through social media and their influence on sponsorship: Chilean perspective	5
The role of destination personality in the relationship between destination image and behavioral intention among ski tourists	5
A re-examination of conspicuous sport consumption theory on golf and skiing from leisure involvement perspective	5
A machine learning approach to predict classification of fans’ attitudes toward sponsors	5
Toward the professionalization of sponsorship management in voluntary sports clubs: a comprehensive analysis of components and their specifications	5
In the arena of debate: a systematic literature review on sports sponsorship by controversial industries	5
Diversity matters: highlighting the differences in sport consumption motives of marginalized college students	5
Voices of change through COLLECTIVE VISIBILITY : a case of women's empowerment in sport	5
Beauty premium and penalty in sport: text analysis of Instagram comments in the Korean women’s volleyball league	5
Ethics in quantitative sport management research: the impact of AI	5
Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?	5
Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training	5
From global to local: a semiotic analysis of lululemon's sport marketing symbol system evolution in China	4
How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining	4
From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship	4
Demonstrating and communicating artificial intelligence brand capabilities: Amazon Web Services sponsorship with the National Football League	4
The influence of immersion on revisit intention: empirical evidence from tourists at the Beijing Winter Olympic venue “Snow Ruyi”	4
The effects of functional and symbolic brand fit on consumer behavior in co-branding eco-friendly sportswear products	4
Effectiveness of esports sponsor advertising: analyzing screen placement, sponsor type and match period in esports events with eye-tracking	4
Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity	4
Stakeholders' “voice” through social media: the case of corporate social responsibility in sport	4

Preferences for attributes of running events: evidence from a choice experiment among recreational runners	4
When brand meets sport: a study of the interactive effects of brand perception and sport type on brand attitude	4
The gendered plate: gender-specific food perceptions and sport sponsorship	4
Perceived value, service quality and service convenience on behavioral intentions in fitness centers: a comparison between customers with and without personal training	4
Promotion of the 2022 Olympic Winter Games on Chinese and Western social media	4
Service quality and sport consumption in stadiums: the mediating role of perceived value	4
Distinctions in environmental attitudes between soccer and American football fans	4
Sport consumers: perceiving and enjoying danger in American football	4
Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying	3
New platform and new excitement? Exploring young educated sport customers' perceptions of watching live sports on OTT services	3
Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT	3
Sports team success and managerial decisions: the role of playing-time concentration	3
Once upon a time: using brand stories to sell signature sneakers	3
Non-mega sport policy and economic development – a quasi-natural experiment based on the “National Football Model Counties”	3
Influence of game context on sport fan dietary choices: framing food attributes to promote healthier eating	3
Economic impact of the Winter Olympics: examination of temporary housing prices	3
Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity	3
Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020	3
Negotiating sexuality, identity and marketplace culture: a case study on Gen Z’s interpretations of Durex’s esports sponsorship in China	3
Consumer adoption of artificially intelligence-supported devices for sports services: an empirical validation	3
Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions	3
Why do consumers buy sports NFTs? – decoding consumer values and needs driving purchase intention	3
Effect of baseball stadium food service quality on outcome variables with emphasis on the moderating role of stadium atmosphere	3
Unveiling consumer loyalty dynamics: insights for golf club loyalty programs	3
The “why” behind generation Y amateur gamers' ongoing eSports gameplay intentions	3
What health-related messages are promoted during mega sports events? A multi-country study of Paris 2024 Olympic and Paralympic Games	3
Alcohol-free branding in formula one: stealth marketing strategy or something more?	3
Genuine or impression management? Uncovering biases in how people respond to the Black Lives Matter movement in sport	3
Fan conflict or complement? Exploring the intersection of sports betting and team loyalty	3
Successful operations of private youth sports academies in China: a case study of Cao Yanhua Table Tennis School in Shanghai	3
Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator	3
Corporate social responsibility interactivity and fan loyalty: exploring value-in-use in digital sports communities	3
Identifying online sports betting motivations associated with betting intention	3
Gamers’ gratifications and continuous intention to play eSports: the mediating role of gamers’ satisfaction-a PLS-SEM and NCA study	3
Comparing emotional and rational appeals in CSR messaging for sport products	3
Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events	3
Reversing equity transfer in sponsorship for competitive advantage of emerging local events: quantitative evidence from an experimental study	3
Portrayals of wellness and health promotion in Super Bowl commercials: a content analysis study	3
The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media	2
Temporal team switching after the elimination of the supported team at a knockout tournament	2
A gendered socialization perspective on gender differences in sport fandom	2
Commentary: Child of the 1990s, adult of the 21st century – the origins and relevance of a 25-years old journal	2
Client retention strategies of early-career personal trainers: a case study of UGA Ramsey center	2
Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements	2
How CSR message specificity affects corporate image, attitudes and behavioral intentions among sport consumers? The moderating role of perceived CSR fit	2
Continuance intention to use mobile fitness applications: the role of switching costs, guilt and neutralization techniques	2
Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations	2
Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™? The case of Qatar’s Generation Amazing program	2
Understanding the factors that drive AI adoption among sports consumers – an extended TAM perspective	2
Supporting the team, caring for the players: understanding fan perceptions of athlete wellbeing programmes	2
How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit	2
Implementing trades of the National Football League Draft on blockchain smart contracts	2
Racial preferences in sports NFTs? Empirical evidence from NBA Top Shots	2
Navigating emerging trademarks issues for sport brands in the metaverse	2
Experiential virtual reality or informational video advertising? Assessing promotional effect on sport interest	2
LGBTQ-inclusive fan codes of conduct in US athletic departments: a multilevel analysis	2
Human capital development in sport marketing: industry insights	2
Challenges facing the esports industry: a scoping review	2
A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers	2
Returning for skill or popularity? The demand for esports match replay	2
Guest editorial: Sports management research using partial least squares structural equation modeling (PLS-SEM)	2
Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers	2
Virtual active sports: identifying main barriers and facilitators for casual fitness fans	2
Impact of sports brands’ activities: Are consumers willing to pay a price premium?	2