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Building on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the Greek sport market. The secondary goal was to examine the extent to which product meanings can predict favorable sport consumer behaviors.

Data were collected from football and basketball fans of the two biggest professional sport clubs in Greece. A total of 255 Greek fans completed the surveys. Data were analyzed using exploratory and confirmatory factor analysis and structural equation modeling.

The findings uncovered a 14-item solution to capture the meanings attached to sport licensed products in the Greek market, including four factors-sources: experience, socialization, aesthetics and locality. Meanings related to aesthetics and experience significantly and positively predicted customer satisfaction, word-of-mouth communication, purchase intention and willingness to pay a price premium for licensed products of one's favorite team.

From a practical standpoint, this study shows that sport licensed products need to be positioned in the market based on their aesthetic quality. Also, communication plans that associate these products with opportunities for unique experiences, relationships with other fans and a connection to one's local community can drive sales, especially in less developed sport markets such as Greece.

This research contributes to existing literature by highlighting the prominent role of the aesthetic appeal of team licensed products as well as the experience of sport consumers as sources of meaning and value for the owners of those products.

This study investigates the influence of organizational social capital (OSC) on the social and economic performance of social enterprises (SEs) in Greece and the mediating role of social entrepreneurship orientation (SEO) in these relationships.

A theoretical framework was developed integrating resource-based theory, OSC theory and behavioral entrepreneurship theory. The data were collected from 345 Greek SEs and structural equation modeling (SEM) with bootstrap analysis was employed to estimate path coefficients.

This study shows that OSC positively impacts SEs’ social and economic performance, while SEO mediates only the relationship between OSC and SEs’ social performance. This research offers insights for scholars, practitioners and policymakers in social entrepreneurship by highlighting the significance of OSC and SEO.

This study contributes to the literature on SEs by integrating resource-based theory, OSC theory and behavioral entrepreneurship theory, presenting a novel comprehensive theoretical framework for understanding SEs’ performances. Additionally, the study advances the understanding of SEO as a mediator in the relationship between OSC and SEs’ social and economic performance. The unique focus on the Greek context provides a valuable setting for examining the relationships among OSC, SEO and SEs’ performances.

The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans of a rival team (rivals).

The sponsorship deal between Microsoft (X-BOX), a global software company, and Panathinaikos BC, a popular basketball team located in Athens, Greece, was selected for this examination. Empirical data were collected through self-administered questionnaires from 222 fans and 271 rivals. Structural equation modeling was run to test the research hypotheses.

Results provided evidence that brand personality mediates the effect of fans’ perceived fit evaluations on brand equity variables. No mediation of brand personality was found for rivals, as perceived fit did not significantly affect either positively or negatively any of the brand equity variables for those study participants.

The timing of data collection, which took place a short period after the sponsorship deal was announced, the low degree of rivalry reported as well as the fact that sponsorship activation initiatives were not taken into consideration are seen as limitations of this study. Suggestions for future research that would address each of these limitations are offered.

The study contributed theoretically to sport sponsorship literature by introducing the concept of brand personality as a means to enhance sponsors’ brand equity in a basketball sponsorship setting for both team fans and rivals. Interesting managerial implications have emerged for marketing managers of both sponsors and sponsees.

This is one of the very few studies that propose a process by which sponsors can deal with rivals’ negative associations, uncovering opportunities that may exist for companies in sponsoring competing teams.

The repercussions of the COVID-19 pandemic and the organizational scaling strategies of the social impact are still under-researched and remain one of the most significant issues in the social entrepreneurship field, with scarce empirical research so far. This paper aims to present the organizational growth strategies that Greek social enterprises have used to scale their social impact during the COVID-19 pandemic.

Building on development studies, organization theory and social movement research, this study addresses how Greek social enterprises scale their social impact following organizational growth strategies during the pandemic, based on a sample of ten social enterprises and following a qualitative method approach through a multiple case study.

Results highlight that during the COVID-19 pandemic, the organizational scaling of social enterprises has supported social impact through expanding services, building new interorganizational collaborations and serving additional beneficiaries. Furthermore, new and viable growth strategies include advocacy-oriented scaling for resources and local and remote markets through prompt digitalization.

To the best of the authors’ knowledge, this paper is the first systematic attempt to explore the organizational scaling strategies undertaken by Greek social enterprises in the context of the difficulties placed by the COVID-19 crisis. What emerged from this study was a new prominent organizational scaling strategy of the social enterprises’ social impact called strategic organizational change.

The purpose of this paper is to test the psychometric properties of the Team Brand Personality Scale by Blank et al. (2013, 2018) in the context of the professional football clubs in Greece, based on the perceptions of fans for their own team and the rival team. The brand personality team scores of the fans are also used to create a league map presenting the brand personality of the different teams of the Greek football Super League.

Following a quantitative research design, 724 Greek football fans completed an electronic questionnaire assessing demographics, brand personality, team identification, sport involvement, attitudinal loyalty and game attractiveness.

The results partially confirmed the psychometric properties of the brand personality scale and suggested that the notion of brand personality influences positively the attitudinal loyalty and game attractiveness of the fans. Based on the results, the personality structure for the football league was also created and discussed.

This study was set to focus only on the brand personality perceptions of the highly identified fans of football teams, known in the literature as realized brand personality. However, a thorough understanding of the particular concept requires also the perspective of sport marketers who may perceive the brand personality in a different manner (i.e. intended brand personality), so as to build a holistic picture of brand personality of football teams.

This research confirms that football teams have already projected a unique personality among their highly identified fans which can be used by marketing practitioners while designing integrated communication strategies.

This paper contributes to the broad brand personality literature by replicating Blank’s et al.’s sport team personality scale to the Greek context and the league level, involving both supporting fans and rivals.

This study aims to examine the actions of corporate social responsibility (CSR) at a national business context that is firmly defined by prolonged financial crisis. It does so by using a critical view on CSR disclosures in an attempt to get to the heart of the real matter of CSR, from both a thematic content and strategic orientation perspective.

This study is based on a sample of 50 firms that operate in the Greek market and belong to the most significant sectors of the national economy. Their CSR disclosures are content-analyzed, providing a body of 836 pragmatic CSR actions.

The key findings of the study denote differences among the examined sectors, with banks and financial services being the most active in terms of CSR actions. Regarding the thematic content, firms choose mainly to implement actions with a societal character, while in terms of strategic orientation, they opt for CSR actions that serve existing cause-related programs without any brand presence. Moreover, profound interest appears for the external business environment, whereas the number of CSR actions with employees’ participation is limited.

The study offers a descriptive account of the actual CSR engagement in Greece amid a prolonged downturn, thus shedding light on the current CSR trends and deficits and helping decision makers embed CSR as an integral part of their business operation.

During adverse economic conditions, this study captures potential discrepancies between the “walk” (doing) and the “talk” (self-reporting) of CSR. In so doing, it contributes to CSR literature by exploring both the “what” and the “how” these actions are implemented.

The purpose of this paper is twofold: to investigate if the three service quality dimensions (service environment, interaction and outcome quality), proposed by Brady and Cronin (2001), influence the development of event loyalty, among runners of the “‘Alexander the Great’ International Marathon”, and to test if running loyalty moderates the relationship between event quality and event loyalty.

In all, 368 runners participated in the study and filled the Sport Event Quality Questionnaire (Theodorakis et al., 2015) and an adjusted version of the Leisure Involvement Questionnaire (Kyle et al., 2010).

The results indicated that only the service environment and outcome dimensions contributed significantly to the prediction of event loyalty, while, and in contrast to other sport services, interaction quality was not shown to be an important determinant for the development of event loyalty. Furthermore, running involvement was shown to play a moderating role in the relationship between event quality and event loyalty. Service quality is more important for the development of event loyalty among low- than high-involved runners. The theoretical and applied implications of these results are discussed.

The study provided results on how high- and low-involved runners perceive event quality, and for which of these groups the event quality is an important antecedent for the development of event loyalty.

Investigating the moderating role of involvement on the relationship between service quality and loyalty has also applied value. While committed runners have been traditionally seen as a key target group for event marketing professionals, the majority of runners in city marathons today are more leisure oriented. The increase in the number of leisure runners is actually the reason for the rapid growth of city marathons in the last few years. Meeting the needs of these leisure runners and increasing their loyalty levels is therefore a key task for marathon marketers today.

This study contributes to the literature, as for the first time it explores the moderating role of involvement on the relationship between service quality and loyalty in the context of a sport event.

The purpose of this paper is to explore the sources of inspiration for active participants in sport events, and the link between inspiration sources and event-related outcomes (i.e. life satisfaction and behavioral intentions).

Research questions were examined using a Greek (n=264) and a US (n=103) sample of participants of two small-scale running events. Content analysis was used to identify and code the themes of inspiration, while a multivariate analyses of variance was performed to test the inspiration group differences on life satisfaction and behavioral intentions.

The qualitative findings revealed three categories of inspiration source identified in each sample. The quantitative results showed that the interaction between inspiration source and event type had an overall effect on participants’ life satisfaction and future participation intention. Specifically, findings highlighted the different roles of inspiration on influencing life satisfaction and participation intention of short-distance (i.e. 5 and 10k) event participants than those of long-distance (i.e. marathon) runners.

This study identifies the sources of inspiration in small-scale sport events and provides preliminary empirical evidence where inspiration source and event type jointly influence participants’ life satisfaction and behavioral intentions.

Understanding the sources of inspiration provides event leveraging opportunities to inspire citizens to become more active in sports. Given that the sources of inspiration vary among different segments of event participants, event managers need to adopt differential communication and promotional activities geared to the needs of these targets.

The study provides the first empirical work exploring the sources of inspiration among active participants in small-scale sport events.

This study is one of the first efforts in sports marketing literature to assess sports fans' evaluation of brand extensions introduced by a professional sports team. Using measures of perceived fit between the parent brand and the extensions, it is hypothesised that increased fit will result in more positive fan evaluations and higher intention to purchase the team's extension. Results from correlation and regression analyses provide support for this hypothesis.

The present research involves corporations that served as Grand National Sponsors of the Athens 2004 Olympic Games and aims to explore whether a strategic approach was employed in the acquisition and management of their Olympic sponsorship.

A multiple case study analysis was employed, for which data were collected through semi‐structured interviews. The study sample included seven of the ten Grand National Sponsors that signed agreements with ATHOC, the Organizing Committee of the 2004 Athens Olympic Games. Data analysis was organized around five themes inspired by the existing literature.

With the exception of two firms, the majority of the Grand National Sponsors reported no clear or measurable objectives and limited consideration to strategic or brand‐related initiatives in their decisions to invest in the national Olympic sponsorship program. However, they did report plans to invest resources to leverage their rights, even though in most cases no specific evaluation processes had been designed.

Given that the Olympic Games are organized every four years in a new location, the findings of this research may not find direct application to other markets and organizing committees that implement their own sponsorship programs. Nevertheless, this research did show relatively poor recognition of the role of sponsorship in creating value and building the corporate brand. Corporations considering becoming involved in sport sponsorship and also event organizers are encouraged to adopt a more strategic approach in the sponsorship solicitation and management process.

Existing literature has discussed the role of sport sponsorship in brand management and the communication mix, and has highlighted the benefits for firms that establish long‐term ties with the Olympic Games. The present research adds to that line of work by highlighting if and how a strategic and brand building approach was adopted in the context of national‐level Olympic partnerships.