PurposeIn 2017, the National Basketball Association (NBA) became the first major professional North American sport league to adopt jersey sponsorship. While professional leagues across the globe have allowed this practice for decades, the NBA's decision marked what may be the start of a new trend in North American sport sponsorship. With this in mind, the current study sought to assess the impact of fans' perceptions of these sponsorships on sponsor- and team-related outcomes.Design/methodology/approachAn online sample of 301 NBA fans across the United States was conducted through Amazon's MTurk.FindingsResults exhibited the importance of sponsorship authenticity, which maintained the strongest influence on sponsor- and team-related outcomes. Brand–team fit, sponsorship familiarity and sponsorship identification were also assessed, with mixed results for each factor.Originality/valueResults of these findings related to sponsorship authenticity and consequent practical and theoretical implications are discussed, and areas for future research are provided.
The purpose of this study was to investigate how an animated pedagogical agent (APA) affected an individual’s level of situational interest (SI) using a case study in online education. Although online learning has become popular, the lack of social cues for students in distance-learning contexts has been suggested as problematic. APA has been conceptualized to support social agency theory between students and learning contents. SI has been considered to activate student’s immediate affective response to engage in an authentic learning context. The study examined the effect of APA in a case study on triggered-SI and maintained-SI to determine the benefits of multimedia-based instruction in online learning. A three-factor model including triggered-SI, maintained-SI-feeling, and maintained-SI-value was tested. Results revealed that the use of APA in a case study more positively stimulated students’ SI specific to triggered-SI and maintained-SI-value. Therefore, the implementation of the APA in a distance education setting could benefit students’ learning and also help educators to more effectively deliver a variety of sport management content areas.
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