OOIR: Observatory of International Research

Papers

(The TQCC of International Journal of Sports Marketing & Sponsorship is 6. 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 2022-05-01 to 2026-05-01.)

Article	Citations
A systematic review on spectator behavior in esports: why do people watch?	32
Investigating the socio-economic impacts of mega sports events on community participation and support: the case of FIFA World Cup Qatar 2022	27
Symbols, sponsors and supporters: exploring the role of symbolic leadership and sponsorship congruence in fan behavior	26
Factors influencing fan token purchase intent in sports fandom	25
Member identity in fitness centres and its consequences: an examination of members and managers' perspectives	23
#Trending towards brand crisis management: the case of the Seattle Kraken and BookTok	21
Examining valuation of corporate naming rights partnerships in collegiate sports and their impact on consumer behavior	19
Online posting intention: do the social communication and brand equity of esports matter?	18
Esports and Olympic Games: a cross-cultural exploration of the player support behaviour towards the Olympics	17
Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball	16
Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences	15
Shaping fan engagement behaviour through digital platform features: the role of social capital – an experimental study	15
Associative personalities: investigating the impact of gender personality congruence between sport brands and individuals on life satisfaction	15
How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective	15
Sports ambassadors and destination image: a fuzzy set analysis	15
Sport team identification: a social identity perspective comparing local and distant fans	15
Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect	14
Salute to service or salute to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign	14
Insights from the inside: marketing agency practitioners’ perspectives on developing athlete brands	14
Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games	14
Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment	14
Centralizing sponsorship management in multi-divisional voluntary sports clubs: a multiple case study approach	14
The spillover effect of Chinese sportswear brands' relationship quality: a perspective of Confucian yuanfen culture	13
Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents' perspectives	13
The impact of parasocial interaction with anthropomorphized AI chatbots on sport consumers’ loyalty	13

Paradoxical relationship between esports toxicity and toxicity tolerance: moderated mediation by gender and positive reappraisal coping	12
Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy	12
Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship	12
From horizontal to vertical relationships: how online community identification fosters sport fans’ team identification and behavioural intentions	11
Sports fashion and sustainability: a perfect match?	11
National Sports Networks rights fees: the influence of fantasy sports participation and women’s sports content	10
Inter- and intra-team differences in professional sport fans’ environmental attitudes	10
The impact of doping scandals on on-site spectator satisfaction at major sport events	10
The knowledge structure of corporate social responsibility in sport management: a retrospective bibliometric analysis	10
Examining identity and perceived risk on technology acceptance and behavioural intentions of fans: an extended TAM perspective	9
Going green in road races: enhancing runners’ green brand loyalty – the roles of green brand positioning, attitude and identification	9
Government-public relationships in the context of mega sport events: conceptualisation and scale development	9
When celebrity endorsements collide with social activism: exploring athlete celebrity endorsements, social issues and brand perception	9
How do marketing practices impact price premium of co-branded sportswear? The moderating effect of product category fit and partner brand name	9
Diversity, equity and inclusion in the sport metaverse	9
Providing a framework and guidelines for sport organizations to understand and predict sport consumer behavior	9
Measuring spectators' perception toward peripheral stadium quality services after COVID-19: impact on their emotions and attendance intentions	8
Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage	8
Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude	7
Diversity matters: highlighting the differences in sport consumption motives of marginalized college students	7
Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey	7
Team loyalty and intergenerational influence: the role of nurturant fathering in the transference process	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
Emphasizing effort vs talent in personal trainers' performance: consumption response of personal fitness training customers	7
Guest editorial: Diversity, equity and inclusivity in sport marketing research	7
The impact of virtual influencers’ anthropomorphism, attractiveness, credibility and sports knowledge on consumers’ information-sharing intentions	7
Gen Z’s expectations for the NFL: aligning corporate social responsibility with a values-driven generation	7
Ethics in quantitative sport management research: the impact of AI	6
Can sports-based corporate social responsibility performance reflect firms' market values and risks? Intertemporal evidence from Taiwan iSports corporate award-winning firms	6
Toward the professionalization of sponsorship management in voluntary sports clubs: a comprehensive analysis of components and their specifications	6
In the arena of debate: a systematic literature review on sports sponsorship by controversial industries	6
Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby	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
Guest editorial: Promises, paradoxes and perils: the current state and future directions of Web3 technologies and brand innovation in sports business	6
Endorsers and message types in sports advertising: cultural influences on consumer attitudes and intentions	6
The role of destination personality in the relationship between destination image and behavioral intention among ski tourists	6
Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?	6
Streaming alternative sports formats through social media and their influence on sponsorship: Chilean perspective	6
The impact of banner ads on consumer attitude and purchase intention toward golf products: using product classification and contextual congruity	6