SPORTS MARKETING JOURNAL
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ISSN : 1464-6668
Library: £109
Standard: £35

International Journal of Sports Marketing & Sponsorship

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Back issue   Volume 6   Number 4   July 2005

Editorial
Everything before us
more...

Now, after three years as editor of the Journal, it is time to hand over the baton, to the very good hands of Dr Simon Chadwick. Looking back, the ups and downs of the early months of my editorship are best expressed through the words of Charles Dickens: “It was the best of times, it was the worst of times…”

It was the best of times to accept responsibility from the founding editor, Dr John Amis, who had charted such a fine course for the Journal that the task of taking over and building on its strengths looked relatively easy.

It was the worst of times to find out just a few months later, despite the stream of good quality submissions, that the previous publisher had ‘dropped the ball’ and decided to discontinue the Journal without notice.

It was the best of times when out of the blue Mr Simon Rines contacted me to tell me he was the new publisher and would like me to continue as editor. At first, I was hesitant to accept the offer, but I received encouraging words from many of you who felt that it was important to keep the Journal going.

It was the worst of times to then witness the fall in submissions over the following months, and I felt strongly that for the long-term reputation of the Journal, it was preferable to stretch a deadline and make sure that only the best quality papers would be published.

It was the best of times to be able to complete the first issue under the new publisher. Many of you contacted me to express your satisfaction that the Journal was back on track and promised to help in its continued revival.

It was the best of times to then experience that support. Many of you devoted time and effort not only to submit work, but also to participate in the peer review process. I am aware that I may have upset some ‘newcomers’, when I returned reviewer comments asking for more constructive and detailed direction to authors. Yes, it slowed the process, but the outcome speaks for itself: reviews have become better and better, as reflected in the revised and published manuscripts.

It was the best of times to realise that gradually the Journal was recovering. It has a new look that many of you like (thank you, Mr Rines), and since the beginning of 2005, we have seen a significant increase in the quantity and quality of submissions. It has a more ‘international’ approach, and practitioners have found the Journal more relevant and started to contribute their work once more.

For you, contributors, subscribers, readers and reviewers, the future should be the best of times. The Journal is set for full recovery, with a publisher committed to its development and improvement and an excellent editor. Dr Chadwick’s knowledge, energy, connections and new ideas will surely steer the Journal to the next level.

Reflecting on the worst and the best of times as your editor, I must conclude that professionally, overall, it has been the best of times, and that is in very large part thanks to your support, your efforts, your encouragement and your commitment.

Dr David Shani

Interview
Richard Pound
Paper 1
Internationalising Ambush Marketing: A Comparative Study
Authors
Benoit Séguin, University of Ottawa
Mark Lyberger, Kent State University, Ohio
Norm O'Reilly, Ryerson University, Toronto
Abstract
A large-sample survey of general public consumers in Canada, France and the United States during the 2000 Olympic Games supports previous research on ambush marketing, provides evidence that purchase decisions are affected by ambush marketing reducing the value of sponsorship partnerships, and purports that the International Olympic Committee and its partners need to develop specific strategies to combat ambush marketing country by country.
Paper 2
What is Being Done to Deter Ambush Marketing? Are these attempts working?
Authors
Trevor Hartland, University of Glamorgan
,
,
Abstract
This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place to deter the practice have indeed prevented the 'ambush' effect, whereby audiences associate non-sponsoring organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, they also come with potentially negative consequences for event sponsors.
Paper 3
Dimensions of athletic star power associated with Generation Y sports consumption
Authors
Jessica R. Braunstein, University of Florida
James J. Zhang, University of Florida
,
Abstract
The purpose of this study was to examine the dimensions of athletic star power associated with Generation Y sports consumption. Multivariate analyses revealed that athletic star power factors (Professional Trustworthiness, Likeable Personality, Athletic Expertise, Social Attractiveness and Characteristic Style) were positively (p<.05) predictive of the sport consumption factors (Event Consumption and Merchandise Consumption).
Paper 4
The marketing strategy for the World Rally Championship
Authors
Sean O'Connor,
,
,
Abstract
In 2000 a consortium headed by David Richards acquired the commercial and promotional rights to the World Rally Championship (WRC) via International Sportsworld Communicators (ISC) Ltd. ISC planned to market the WRC with the stated objective of gaining a top five position as a global sports television brand. This case study was developed between 2000 and 2003 by the author, a marketing professional in the WRC, based on interviews with ISC management. The ISC marketing strategy was found to be divided into four phases: research, development and planning, execution, and evaluation and revised strategy.
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