Sports Communication Archive

Abstract: Despite the increasing size and consumption power of senior consumers, in the sport marketing literature there appears to be no published work which attempts to understand the consumption behavior differences […]

Part of the goal of the International Paralympic Committee is to “touch the heart of all people for a more equitable society.” Media exposure of athletes with permanent physical disabilities […]

Abstract: The “Linsanity” phenomenon attracted an increase in attention toward the National Basketball Association (NBA) for a short period of time. Drawing on self-categorization theory to elucidate current literature on team […]

Abstract: This study investigated which decision (maintain vs. dismiss endorsement relationship)will represent the most positive impact on consumers with different levels of fan identification when the celebrity endorser is involved in […]

Abstract: A limited amount of prior research has investigated perceived brand personality in the context of sport sponsorship. Using a two (Sport team performance: Win versus loss) by two (Gender: Male […]

Abstract: The University of Alabama at Birmingham (UAB) caused a media uproar locally and nationally in December 2014 when it announced it was dropping its football team, along with bowling […]

Abstract: Part of the goal of the International Paralympic Committee is to “touch the heart of all people for a more equitable society.” Images of athletes with permanent visible physical […]

Abstract: The winners, who will each receive a $400,000 award to fund their projects, are among those who answered a call to submit research proposals designed to improve the understanding […]