SMQ 32.1

Sport Marketing Quarterly, Volume 32, Issue 1, March 2023

ISSN: 1061-6934 (print)

ISSN: 1557-2528 (online)

In this issue:

• Predicting Ticket Holder No-Shows: Examining Differences Between Reported and Actual Attendance at College Football Games
• Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude toward Sponsor
• Using Experiments in Sport Consumer Behavior Research: A Review and Directions for Future Research
• Assessing Returns from New Sport Marketing Opportunities: The Case of NBA Jersey Sponsorships
• The Effects of Self-Brand Connection and Self-Construal on Consumers’ Psychological and Behavioral Responses to Athlete Scandals
• An Analysis of Research Methods in Leading Sport Marketing Journals: A Call for Historical Research