Articles in this issue:

• Service Quality, Perceived Value, and Fan Engagement: Case of Shanghai Formula One Racing

  Charles W. Jones

  Kevin K. Byon

  and Haiyan Huang

  The purpose of this study is to examine the influence of controllable service quality factors as firm-based antecedents to two dimensions of customer engagement behavior among Formula One racing spectators. This study uses the theory of customer engagement (van Doorn et al., 2010) as a guiding framework and applies Bettencourt’s (1997) model of customer voluntary performance (CVP) to examine how perceptions of ancillary services and value can prompt management cooperation and prosocial behavior among spectators of a recurring mega sport event. Findings suggest that spectator interactions...Read more

• Motivation for Giving to NCAA Division II Athletics

  Soojin Kim

  Yongjae Kim

  and Seungbum Lee

  The purpose of this study is to identify the prominent athletic donor motives in an NCAA Division II athletic program, employing the scale of Athletic Donor Motivation (Ko, Rhee, Walker, & Lee, 2014), and to assess the impact of the identified motives on giving behavior. A total of two hundred and thirty two actual donors housed in an NCAA Division II university were used for analysis. To test the psychometric properties of the measurement and examine the relationship between donation motives and actual donation behavior, a confirmatory factor analysis and a structural equation...Read more

• Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness

  Windy Dees

  Colin Gay

  Nels Popp

  and Jonathan A. Jensen

  Brand awareness is frequently cited as a main objective for firms engaging in sponsorship and is often used as a measurement of sponsorship effectiveness. Meanwhile, sport sponsorship has evolved from static signage and one-way messaging to include an exhaustive list of assets and intangible rights, along with extensive on-site activation, each with a specific incremental cost. Yet, it is unknown whether the mix of assets and rights firms may choose to purchase, along with an investment in activation, impacts their ability to generate greater sponsorship effectiveness in the form of brand...Read more

• Nonprofit Organizations as Sponsors: An Investigation of Positive Word of Mouth and Donation Choice as a Result of Sponsorship

  Thomas M. Hickman

  This study surveyed fans of a college football team and found that nonprofit organizations are positioned to benefit from sponsorship through increased positive word of mouth and donations by fans of the team. Specifically, fan identification, favorability toward the sponsorship, and perception of quality of the nonprofit organization were all predictive of higher levels of positive word of mouth. Cumulatively, these variables led to respondents selecting the sponsoring nonprofit versus a similar non-sponsoring nonprofit in the donation choice phase of the study. This article also examines...Read more