Asia Pacific Journal of Marketing and Logistics: Volume 22 Issue 1

Sponsoring the Beijing Olympic Games: Patterns of sponsor advertising

Sten Söderman, Harald Dolles

The purpose of this paper is to identify and describe the key driving forces in international sponsorship during the years preceding the 2008 Olympic Games in Beijing.

The role of involvement and identification on event quality perceptions and satisfaction: A case of US Taekwondo Open

Yong Jae Ko, Yu Kyoum Kim, Min Kil Kim, Jeoung Hak Lee

Since the introduction of martial arts in the global community through a variety of international sport events, the sport of Taekwondo (TKD) has grown rapidly. Although the…

Emotions and sponsorship: A key to global effectiveness? A comparative study of Australia and France

Charles Bal, Pascale Quester, Carolin Plewa

The purpose of this paper is to investigate the effects of emotional valence and intensity on sport sponsorship attitudinal outcomes, across two culturally different samples from…

Building global football brand equity: Lessons from the Chinese market

Guillaume Bodet, Nicolas Chanavat

The purpose of this paper is to analyse the perceived brand equity of professional football clubs on foreign markets as these clubs firmly want to expand and reach a global brand…

Leveraging fans' global football allegiances to build domestic league support

Heath McDonald, Adam J. Karg, Daniel Lock

It is not uncommon for sports fans to follow multiple sports teams across different sports and even several teams across different leagues of the same sport. Whereas this might be…

The influence of the Olympic Games on Beijing consumers' perceptions of their city tourism development

Ilias Kapareliotis, Anastasios Panopoulos, George G. Panigyrakis

The purpose of this paper is to explore the perceptions of the residents of Beijing for the improvement of the tourist infrastructure after the Olympic Games. The study identifies…

Product effects on endorser image: The potential for reverse image transfer

Jan Charbonneau, Ron Garland

The purpose of this paper is to investigate reverse image transfer as it applies to both celebrities (actors/models) and celebrity athletes in a New Zealand context. It extends…

Multi‐level governance in an international strategic alliance: The plight of the Phoenix and the Asian football market

Geoff Dickson, Sean Phelps, Daniel Waugh

The purpose of this paper is to highlight the circumstances preventing the Wellington Phoenix, New Zealand's only professional football team, from participating in the Asian…

Global sports marketing: current trends and future developments in the Asia Pacific

Vanessa Ratten, Rodoula Tsiotsou

Measuring the impact of research

Rebecca Marsh