SMQ 29.4

Sport Marketing Quarterly, Volume 29 Issue 4, December 2020

ISSN: 1061-6934 (print)

ISSN: 1557-2528 (online)

In this issue:

• An Inquiry into the Effectiveness of an In-Game Sponsorship Activation Experience on Sponsorship Awareness and Share of Wallet
• Investigating Sport Fan Attitudes Toward Tanking: The Role of Values-Based Connections
• The Effect of Attribution on Athlete Scandals: Consumer Responses Toward Scandalized Athletes and Endorsements
• Team Identification and Negotiation: A Mediated-Moderation Model of Constraints, Motivation, and Sport Consumption
• Exploring the Explicit and Implicit Appeal of Retro Sport Logos