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 2021-08-01 to 2025-08-01.)

Article	Citations
Sport federations' organizational innovativeness: an empirical comparison of characteristics and attitudes	36
Member identity in fitness centres and its consequences: an examination of members and managers' perspectives	33
An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics	30
A systematic review on spectator behavior in esports: why do people watch?	25
How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective	23
Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics	23
Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball	20
Examining valuation of corporate naming rights partnerships in collegiate sports and their impact on consumer behavior	20
Sport team identification: a social identity perspective comparing local and distant fans	20
Online posting intention: do the social communication and brand equity of esports matter?	18
Netizens' behavior towards a blockchain-based esports framework: a TPB and machine learning integrated approach	17
Sports ambassadors and destination image: a fuzzy set analysis	14
A social epidemiological perspective on local tennis league participation: a multigroup moderated-mediation structural analysis using PLS-SEM	13
Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements	13
Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences	12
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect	12
Associative personalities: investigating the impact of gender personality congruence between sport brands and individuals on life satisfaction	12
Pro softball fan segments: a two-step cluster analysis	12
Exploring the effects of the COVID-19 pandemic on sport tourism	12
Salute to service or salute to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign	11
Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship	10
Gym users: an enabler in creating an acceptance of sports and fitness wearable devices in India	10
Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy	10
The knowledge structure of corporate social responsibility in sport management: a retrospective bibliometric analysis	10
Insights from the inside: marketing agency practitioners’ perspectives on developing athlete brands	10

Sports fashion and sustainability: a perfect match?	10
The spillover effect of Chinese sportswear brands' relationship quality: a perspective of Confucian yuanfen culture	10
Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment	10
Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping	9
Going green in road races: enhancing runners’ green brand loyalty – the roles of green brand positioning, attitude and identification	9
Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents' perspectives	9
From horizontal to vertical relationships: how online community identification fosters sport fans’ team identification and behavioural intentions	9
How do marketing practices impact price premium of co-branded sportswear? The moderating effect of product category fit and partner brand name	9
Inter- and intra-team differences in professional sport fans’ environmental attitudes	8
The impact of doping scandals on on-site spectator satisfaction at major sport events	8
Providing a framework and guidelines for sport organizations to understand and predict sport consumer behavior	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	7
Guest editorial: Diversity, equity and inclusivity in sport marketing research	7
Diversity, equity and inclusion in the sport metaverse	7
Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage	7
Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements	7
When celebrity endorsements collide with social activism: exploring athlete celebrity endorsements, social issues and brand perception	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
Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions	7
Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby	6
Team loyalty and intergenerational influence: the role of nurturant fathering in the transference process	6
Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey	6
Guest editorial: Promises, paradoxes and perils: the current state and future directions of Web3 technologies and brand innovation in sports business	6
An interpretive structural model for factors affecting the tax compliance of professional athletes: a case study of football players	6
Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers	6
Gen Z’s expectations for the NFL: aligning corporate social responsibility with a values-driven generation	6
Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude	6
In the arena of debate: a systematic literature review on sports sponsorship by controversial industries	5
The role of destination personality in the relationship between destination image and behavioral intention among ski tourists	5
Can sports-based corporate social responsibility performance reflect firms' market values and risks? Intertemporal evidence from Taiwan iSports corporate award-winning firms	5
Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?	5
Diversity matters: highlighting the differences in sport consumption motives of marginalized college students	5
Toward the professionalization of sponsorship management in voluntary sports clubs: a comprehensive analysis of components and their specifications	5
Ethics in quantitative sport management research: the impact of AI	5
Is mobile gaming a new pillar of esports? Exploring players' in-game purchases in PC and mobile platforms by using flow and clutch	5
A re-examination of conspicuous sport consumption theory on golf and skiing from leisure involvement perspective	5
Preferences for attributes of running events: evidence from a choice experiment among recreational runners	4
From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship	4
Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training	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
Demonstrating and communicating artificial intelligence brand capabilities: Amazon Web Services sponsorship with the National Football League	4
Career patterns of marketing managers in top European football clubs	4
Customer citizenship behaviour of older adults in community fitness centres: effects of service quality and satisfaction	4
The gendered plate: gender-specific food perceptions and sport sponsorship	4
Stakeholders' “voice” through social media: the case of corporate social responsibility in sport	4
Beauty premium and penalty in sport: text analysis of Instagram comments in the Korean women’s volleyball league	4
A machine learning approach to predict classification of fans’ attitudes toward sponsors	4
Unveiling consumer loyalty dynamics: insights for golf club loyalty programs	3

How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining	3
Will destination image drive the intention to revisit and recommend? Empirical evidence from golf tourism	3
Let's run green! Impact of runners' environmental consciousness on their green perceived quality and supportive intention at participatory sport events	3
The positive and negative impacts of social and personal self-categorizations on sport fans' experience	3
Identifying online sports betting motivations associated with betting intention	3
Sports team success and managerial decisions: the role of playing-time concentration	3
Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity	3
Distinctions in environmental attitudes between soccer and American football fans	3
Gamers’ gratifications and continuous intention to play eSports: the mediating role of gamers’ satisfaction-a PLS-SEM and NCA study	3
Effect of baseball stadium food service quality on outcome variables with emphasis on the moderating role of stadium atmosphere	3
Once upon a time: using brand stories to sell signature sneakers	3
Why do consumers buy sports NFTs? – decoding consumer values and needs driving purchase intention	3
Sport consumers: perceiving and enjoying danger in American football	3
The “why” behind generation Y amateur gamers' ongoing eSports gameplay intentions	3
Rethinking dual careers: success factors for career transition of professional football players and the role of sport entrepreneurship	3
Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions	3
Retail quality, market environment and business survival in the retail Apocalypse: an investigation of the sporting goods retail industry	3
Influence of game context on sport fan dietary choices: framing food attributes to promote healthier eating	3
Racial preferences in sports NFTs? Empirical evidence from NBA Top Shots	2
Continuance intention to use mobile fitness applications: the role of switching costs, guilt and neutralization techniques	2
Portrayals of wellness and health promotion in Super Bowl commercials: a content analysis study	2
Genuine or impression management? Uncovering biases in how people respond to the Black Lives Matter movement in sport	2
Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying	2
Reversing equity transfer in sponsorship for competitive advantage of emerging local events: quantitative evidence from an experimental study	2
Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity	2
Antecedents of the attitude toward the athlete celebrities' human brand extensions	2
Supporting the team, caring for the players: understanding fan perceptions of athlete wellbeing programmes	2
A gendered socialization perspective on gender differences in sport fandom	2
How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit	2
Game play and the effectiveness of sponsor signage: visual attention to brand messages in live sport broadcasts	2
Guest editorial: Sports management research using partial least squares structural equation modeling (PLS-SEM)	2
How CSR message specificity affects corporate image, attitudes and behavioral intentions among sport consumers? The moderating role of perceived CSR fit	2
Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020	2
Predicting consumers' intentions to purchase eco-friendly athletic wear in a moderated model of individual green values and gender	2
Fan conflict or complement? Exploring the intersection of sports betting and team loyalty	2
Impact of sports brands’ activities: Are consumers willing to pay a price premium?	2
Navigating emerging trademarks issues for sport brands in the metaverse	2
A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers	2
Implementing trades of the National Football League Draft on blockchain smart contracts	2
Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations	2
Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements	2
Predicting future use intention of fitness apps among fitness app users in the United Kingdom: the role of health consciousness	2
Virtual active sports: identifying main barriers and facilitators for casual fitness fans	2
Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT	2
New platform and new excitement? Exploring young educated sport customers' perceptions of watching live sports on OTT services	2
Push–pull analysis: the mediating role of promotion types relative to visit intention to a sports museum	2
Consumer adoption of artificially intelligence-supported devices for sports services: an empirical validation	2
Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator	2
Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers	2
Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™? The case of Qatar’s Generation Amazing program	2
Returning for skill or popularity? The demand for esports match replay	2