Updated on 2024/10/07

写真b

 
TSUJI Yosuke
 
*Items subject to periodic update by Rikkyo University (The rest are reprinted from information registered on researchmap.)
Affiliation*
College of Business Department of Global Business
Graduate School of Business Doctoral Program in Business
Graduate School of Business Master's Program in International Business
Title*
Professor
Degree
Doctor of Philosophy （ 5 2007   Texas A&M University ） / Master of Exercise & Sport Sciences （ 12 2002   University of Florida ） / LL. B （ 3 2001   Keio University ）
Research Theme*

  • My area of expertise lies in sport marketing, especially focusing on the effectiveness of corporate sport sponsorship from a consumer behavior perspective. Additional research interests are sport event effectiveness, esports, and sport tourism.

    • Research Interests

  • Sport Sponsorship

  • Sport Marketing

    • Campus Career*
    • 4 2019 - Present 
      College of Business   Department of Global Business   Professor
    • 4 2019 - Present 
      Graduate School of Business   Master's Program in International Business   Professor
    • 4 2019 - Present 
      Graduate School of Business   Doctoral Program in Business   Professor
    • 9 2014 - 3 2019 
      College of Business   Department of Global Business   Associate Professor
    • 9 2014 - 3 2019 
      Graduate School of Business   Master's Program in International Business   Associate Professor
    • 9 2014 - 3 2019 
      Graduate School of Business   Doctoral Program in Business   Associate Professor

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    Research Areas

    • Life Science / Sports sciences  / Sport Marketing

    • Humanities & Social Sciences / Business administration  / Marketing

    Research History

    • 4 2019 - Present 
      RIKKYO UNIVERSITY   College of Business Department of Global Business   Professor

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    • 4 2019 - Present 
      RIKKYO UNIVERSITY   Graduate School of Business Field of Study: Business   Professor

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    • 4 2019 - Present 
      RIKKYO UNIVERSITY   Graduate School of Business Field of Study: International Business   Professor

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    • 10 2024 - 3 2025 
      University of the Ryukyus   Faculty of Global and Regional Studies management program   Adjunct Faculty

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    • 8 2021 - 8 2022 
      University of Florida   Department of Sport Management   Visiting Scholar

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      Country：United States

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    • 8 2017 - 8 2019 
      Okinawa University   Adjunct Lecturer

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    • 9 2014 - 3 2019 
      RIKKYO UNIVERSITY   College of Business Department of Global Business   Associate Professor

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    • 8 2017 - 9 2018 
      University of the Ryukyus   Adjunct Lecturer

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    • 4 2014 - 8 2014 
      Meio University   Adjunct Lecturer

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    • 10 2012 - 8 2014 
      University of the Ryukyus   Associate Professor

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    • 4 2012 - 3 2014 
      RIKKYO UNIVERSITY   Graduate School of Business Field of Study: International Business   Docent

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    • 4 2010 - 9 2012 
      University of the Ryukyus   Lecturer

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    • 8 2008 - 1 2010 
      Washington State University   Assistant Professor - Tenure Track

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    • 8 2007 - 8 2008 
      University of Miami   Visiting Assistant Professor

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    Education

    • 1 2005 - 5 2007 
      Texas A&M University   Department of Health and Kinesiology   Sport Management

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      Country： United States

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    • 8 2001 - 12 2002 
      University of Florida   Department of Exercise and Sport Sciences   Sport Management

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      Country： United States

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    • 4 1997 - 3 2001 
      Keio University   Faculty of Law

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      Country： Japan

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    Awards

    • 7 2023  
      Japanese Association for Sport Management  Research Encouragement Award  Faculty Perceptions Towards Sport Management Classes in Japanese Universities: A COSMA curriculum approach
       
      Yosuke Tsuji, Yoshifumi Bizen, Masaya Muneda

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    • 3 2020  
      Japanese Association for Sport Management  Best Paper of the Year Award  Team identification: A theoretical reexamination
       
      Deguchi J, Tsuji Y, Yoshida M

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      Award type：Honored in official journal of a scientific society, scientific journal  Country：Japan

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    • 11 2006  
      Sport Marketing Association  Graduate Research Competition  Brand image and product fit: An examination of the effects on consumer purchase intentions during an action sports series.
       
      Windy Dees, Gregg Bennett, Yosuke Tsuji

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      Award type：Award from international society, conference, symposium, etc.  Country：United States

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    • 11 2005  
      Sport Marketing Association  Best Research Poster  Consumer identification of animated vs. non-animated virtual advertisements.
       
      Yosuke Tsuji, Gregg Bennett, James H. Leigh

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      Award type：Award from international society, conference, symposium, etc.  Country：United States

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    • 1 2005  
      Texas A&M University  CEHD Graduate Scholarship 
       
      Yosuke Tsuji

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      Award type：Other  Country：United States

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    • 12 2004  
      University of Florida  Outstanding International Student Award 
       
      Yosuke Tsuji

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      Award type：Other  Country：United States

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    • 1 2003  
      University of Florida  ESS Fellowship 
       
      Yosuke Tsuji

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      Award type：Other  Country：United States

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    Papers

    • Connecting event impact perceptions to sponsor-related behaviours among residents in the host city Peer-reviewed International journal

      Torill Olsen, Yosuke Tsuji, Shintaro Sato

      International Journal of Sports Marketing and Sponsorship   6 9 2024

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：Emerald  

      Purpose

      This study examines the relationships among residents' event impact perceptions, attitude towards events, attitude towards sponsors and sponsor-related behavioural intentions (i.e. purchase intention and word-of-mouth).

      Design/methodology/approach

      Focusing on the Naha Marathon in Okinawa, Japan, as a research context, data were collected from residents of Okinawa who were familiar with the Naha Marathon and its sponsors (N = 322). Structural equation modelling was employed to test the hypotheses, developed based on theories of social exchange, image transfer and planned behaviour.

      Findings

      The findings revealed that residents’ perceptions of social event impacts, rather than economic and environmental impacts, were associated with attitudes towards the event. Such an effect was indirectly associated with purchase intentions and word-of-mouth intentions via attitude towards the sponsors.

      Originality/value

      The current research contributes to the literature on sport sponsorship, especially in participation-based sports, by exploring how event sponsors can enjoy fruitful returns on investment. The findings can extend our understanding by highlighting the importance of positive community engagement for sponsors. Sponsors who aim to enhance consumer behaviour should prioritize strategies aligning with the positive social impacts of events.

      DOI： 10.1108/ijsms-04-2024-0091

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      Other Link： https://www.emerald.com/insight/content/doi/10.1108/IJSMS-04-2024-0091/full/html

    • The effect of athlete endorsement on employees' organizational identification: a case study utilizing an Olympic athlete Peer-reviewed International journal

      Yoshifumi Bizen, Yosuke Tsuji

      International Journal of Sports Marketing and Sponsorship25 ( 5 ) 1185 - 1202   1 8 2024

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：Emerald  

      Purpose

      This study aims to investigate the effects of sponsorship on organizational identification among employees of companies that sponsor individual athletes from the perspective of internal marketing.

      Design/methodology/approach

      An online survey was conducted in July 2021 targeting employees of Company A. Specifically, employees were invited to participate via email notifications sent through the company's intranet. To clarify the impact of company sponsorships for individual athletes on employee organizational identification, this study focused on the relationship between Company A and an athlete they support. Psychometric scales were used to measure the factors of the hypothetical model, such as sponsor fit and attitudes toward sponsorship. The analysis was conducted using IBM SPSS 28.0 and AMOS 25 Graphics, and the hypotheses were tested using structural equation modeling.

      Findings

      We collected a total of 365 survey responses in two weeks. All the hypotheses in this study were supported, indicating that athlete identification and brand knowledge had a significant positive effect on perceived sponsor fit. In addition, attitudes toward the employer significantly have positive relationships with brand commitment and organizational identification. This study showed that perceived sponsor fit plays an important role in employee perceptions of sponsorship. Athlete endorsement is effective from an internal marketing perspective.

      Research limitations/implications

      The limitation of this study is the selection of the research subject. Conducting the same survey targeting individual athletes with different characteristics may lead to discoveries about the impact of corporate sponsorship on employee organizational identification.

      Practical implications

      The practical implication of this study is that business executives should also use sponsorship for individual athletes as a means to unify and motivate their employees. In selecting athletes for sponsorship, it is necessary to select individuals who fit the company image. In this process, listening to employees' opinions may help select the most suitable athlete who matches the company's image.

      Originality/value

      Many studies conducted on sports sponsorship have focused on the impact on potential customers, from external marketing. Even in studies examining the effects of sports sponsorship on employees, the sponsored subjects are typically teams or events. Therefore, the originality of this study lies in examining the impact of athlete endorsement on the company's employees from the perspective of internal marketing.

      DOI： 10.1108/ijsms-03-2024-0070

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      Other Link： https://www.emerald.com/insight/content/doi/10.1108/IJSMS-03-2024-0070/full/html

    • Do stadium naming rights announcements impact stock prices: A note on the Japanese experience. Peer-reviewed International coauthorship International journal

      Nobuya Takezawa, Yosuke Tsuji, Caroline Schlueter

      Asian Sport Management Review17   17 - 32   2023

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      Language：English   Publishing type：Research paper (scientific journal)  

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    • Co-created value influences residents’ support toward the sporting event through the mediating mechanism of gratitude Peer-reviewed International coauthorship International journal

      Jingxian (Cecilia) Zhang, Kevin K. Byon, Yosuke Tsuji, Paul M. Pedersen

      European Sport Management Quarterly23 ( 1 ) 125 - 147   2023

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：Informa UK Limited  

      DOI： 10.1080/16184742.2020.1836011

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    • Faculty Perceptions Towards Sport Management Classes in Japanese Universities Peer-reviewed

      Yosuke Tsuji, Yoshifumi Bizen, Masaya Muneda

      Japanese Journal of Sport Management14 ( 2 ) 33 - 42   5 10 2022

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      Authorship：Lead author   Language：Japanese   Publishing type：Research paper (scientific journal)   Publisher：Japanese Association for Sport Management  

      DOI： 10.5225/jjsm.2022-003

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    • Clustering esports gameplay consumers via game experiences. Peer-reviewed International coauthorship International journal

      Wooyoung William Jang, Kevin K. Byon, Jennifer Pecoraro, Yosuke Tsuji

      Frontiers in Sports and Active Living   2021

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      Language：English   Publishing type：Research paper (scientific journal)  

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    • Mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast Peer-reviewed International coauthorship International journal

      Wooyoung William Jang, Kevin K. Byon, Thomas A. Baker III, Yosuke Tsuji

      Sport, Business and Management: An International Journal11 ( 1 ) 89 - 108   2021

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：Emerald  

      <sec><title content-type="abstract-subheading">Purpose</title>Recently, Jang and Byon (2020) found that esports recreational gameplay consumption is causally linked to esports online media consumption. In the context of esports, live-streaming content (by individual creators) is a new type of media consumption, which should be distinguished from esports event broadcast. Extending Jang and Byon’s finding, the purpose of this study is to examine the mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast because it allows the games to be more accessible to viewers due to two-way communication. In order to test for stability of the mediating effect of esports live content streaming, we examined the hypothesized model across the three genres (i.e. imagination [<italic>n</italic> = 224], physical enactment [<italic>n</italic> = 195], sport simulation [<italic>n</italic> = 179]).

      </sec><sec><title content-type="abstract-subheading">Design/methodology/approach</title>Data (<italic>N</italic> = 598) were collected via an online survey from individuals who had experienced esports recreational gameplay. A total of 15 items with five dimensions (i.e. esports recreational gameplay, esports content live streaming, esports event broadcast, streamer identification, and pro-player identification) were adapted from existing studies. The two identification constructs and gender were used as control variables.

      </sec><sec><title content-type="abstract-subheading">Findings</title>The model fit of the measurement model was found to be acceptable via CFA. The results of SEM indicated that the intention of esports content live streaming consumption played a full mediation role in the relationship between esports recreational gameplay behavior and the intention of esports event broadcast consumption. Additionally, we found the mediating effect of esports content live streaming across the three genres.

      </sec><sec><title content-type="abstract-subheading">Originality/value</title>This study contributes to literature related to the esports consumer behavior by conceptualizing esports content live streaming and found that esports content live streaming represents a mechanism that underlies the relationship between esports recreational gameplay intention and esports event broadcast consumption.

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      DOI： 10.1108/sbm-10-2019-0087

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      Other Link： https://www.emerald.com/insight/content/doi/10.1108/SBM-10-2019-0087/full/html

    • When Should a Brand Cut Ties With a Scandalized Endorser? Peer-reviewed International coauthorship International journal

      Shintaro Sato, Akiko Arai, Yosuke Tsuji, Mark Kay

      Communication & Sport8 ( 2 ) 215 - 235   4 2020

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：SAGE Publications  

      It is important for brands to appropriately respond when their athlete endorsers are involved in a scandal. The present study examines how consumer evaluations of endorsed brands are influenced by a brand’s response to an endorser scandal. A 2 (brand response strategy type: maintenance vs. termination) × 2 (endorser scandal type: competence-relevant vs. competence-irrelevant) between-subjects experiment is conducted. Specifically, the authors focus on the perceived appropriateness of the response strategy and consumer attitudes toward an endorsed brand. Subjects were recruited from Amazon Mechanical Turk ( N = 111). Consumers perceive that terminating an endorsement contract with a scandalized endorser is more appropriate than maintaining the relationship. This is particularly true when celebrity endorsers are involved in competence-relevant scandals. A further analysis provided support for the idea that perceived “appropriateness” mediates the relationship between competence-relevant scandal and consumer attitude toward an endorsed brand. A termination strategy was considered appropriate when scandalized endorsers engaged in competence-relevant scandals, which eventually lead to more favorable consumer evaluations toward an endorsed brand.

      DOI： 10.1177/2167479519826054

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      Other Link： http://journals.sagepub.com/doi/full-xml/10.1177/2167479519826054

    • Sport tourism in Japan International journal

      Yosuke Tsuji

      Journal of Global Tourism Research5 ( 2 ) 107 - 112   2020

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：International Society for Tourism Research  

      DOI： 10.37020/jgtr.5.2_107

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    • 日本の大学におけるスポーツマネジメント教育の現状と課題 この10年で日本のスポーツマネジメント教育はどう変わったか Peer-reviewed

      備前 嘉文, 辻 洋右, 棟田 雅也

      スポーツマネジメント研究11 ( 1 ) 37 - 46   2019

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      Language：Japanese   Publishing type：Research paper (scientific journal)   Publisher：日本スポーツマネジメント学会  

      DOI： 10.5225/jjsm.2019-001

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    • Brand awareness of green sponsorship announcements. Peer-reviewed International coauthorship International journal

      Yosuke Tsuji, Brian McCullough

      Journal of Contemporary Athletics13 ( 4 ) 225 - 243   2019

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      Authorship：Lead author   Language：English   Publishing type：Research paper (scientific journal)  

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    • Team identification: A theoretical reexamination Peer-reviewed

      Junko Deguchi, Yosuke Tsuji, Masayuki Yoshida

      Japanese Journal of Sport Management10 ( 1 ) 19 - 40   2018

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      Language：Japanese   Publishing type：Research paper (scientific journal)  

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    • Team mascots as communication tools: Determinants of mascot twitter followers. Peer-reviewed International coauthorship International journal

      Youngmin Yoon, Shintaro Sato, Andrew Goldsmith, Yosuke Tsuji

      Global Sport Business Journal4 ( 3 ) 11 - 23   2016

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      Language：English   Publishing type：Research paper (scientific journal)  

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    • Examining the roles of event personality, identification, and attitudes in a sport sponsorship context. Peer-reviewed International coauthorship International journal

      Windy Dees, Todd Hall, Yosuke Tsuji

      International Journal of Sport Management16 ( 3 ) 437 - 454   2015

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：American Press  

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    • Development of a Scale for Measuring Event Attendees' Evaluations of a Sporting Event to Determine Loyalty Peer-reviewed International coauthorship International journal

      James F. Petrick, Gregg Bennett, Yosuke Tsuji

      Event Management17 ( 2 ) 97 - 110   17 7 2013

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：Cognizant, LLC  

      DOI： 10.3727/152599513x13668224082224

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    • Examining fan motives and loyalty for the Chinese Professional Baseball League of Taiwan Peer-reviewed International coauthorship International journal

      Ryan T. Wang, James J. Zhang, Yosuke Tsuji

      Sport Management Review14 ( 4 ) 347 - 360   11 2011

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：ELSEVIER SCI LTD  

      The purpose of this study was to examine social motivations of Chinese Professional Baseball League (CPBL) consumers and their relationships with fan loyalty. A questionnaire was developed based on the Sport Interest Inventory (SII) (Funk, Ridinger, & Moorman, 2003) with proper modification to measure the unique market environment of the CPBL. The final questionnaire included a total of 18 fan motives, two loyalty constructs (attitudinal and behavioural domains), and demographic variables. Research participants (N=346) were CPBL consumers, who voluntarily responded to an on-line survey. The result of a confirmatory factor analysis revealed a strong psychometrical property of the SW The result of structural equation modeling indicated strong predicting power of fan motives on fan loyalty. Discussions are presented with regard to theoretical relevance and managerial practice. Published by Elsevier Ltd on behalf of Sport Management Association of Australia and New Zealand.

      DOI： 10.1016/j.smr.2010.12.001

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    • Exploring the effects of sportscape at a professional tennis tournament. Peer-reviewed International coauthorship International journal

      Yosuke Tsuji, Gregg Bennett, Windy Dees

      International Journal of Sport Management12 ( 1 ) 33 - 49   2011

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      Authorship：Lead author   Language：English   Publishing type：Research paper (scientific journal)   Publisher：American Press  

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    • An investigation of sponsorship implications within a state sports festival: the case of the Florida Sunshine State Games Peer-reviewed International coauthorship International journal

      Jinho Choi, Yosuke Tsuji, Michael Hutchinson, Adrien Bouchet

      International Journal of Sports Marketing and Sponsorship12 ( 2 ) 108 - 123   1 2011

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：INT MARKETING REPORTS LTD  

      Event sponsorship has been recognised as an effective means through which companies can communicate with target markets and attendees of sports events. This study investigates the interrelationship between satisfaction with event sponsors, goodwill and fan identification and their influence on purchase intentions at a state sports festival held in Lakeland, Florida. Results indicate that satisfaction with event sponsors mediated goodwill and purchase intentions while controlling for the effects of fan identification. In addition, results differed between competitors and spectators of the event.

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    • Examining the effects of fan loyalty and goodwill on consumer perceptions of brands at an action sports event. Peer-reviewed International coauthorship International journal

      Windy Dees, Todd Hall, Yosuke Tsuji, Gregg Bennett

      Journal of Sponsorship4 ( 1 ) 38 - 50   2010

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：Henry Stewart Publications  

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    • Investigating Factors Affecting Brand Awareness of Virtual Advertising Peer-reviewed International coauthorship International journal

      Yosuke Tsuji, Gregg Bennett, James H. Leigh

      Journal of Sport Management23 ( 4 ) 511 - 544   7 2009

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：HUMAN KINETICS PUBL INC  

      The purpose of this study was to investigate factors affecting brand awareness of virtual advertising in sports. Specifically, the study tested the effects of animation, repetition, baseball involvement, and team identification. An experiment using two Latin square designs was conducted to assess the effects of these factors on awareness levels. Results indicated no effect of animation, while effects of repetition, baseball involvement, and team identification were found to affect viewers' cognitive responses. Managerial implications, limitations, and future research are discussed.

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    • Factors affecting behavioral intentions: The case of a state sports event. Peer-reviewed International coauthorship International journal

      Yosuke Tsuji, Gregg Bennett, Windy Dees

      International Journal of Sport Management9 ( 1 ) 102 - 115   2008

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：American Press  

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    • Brand Awareness of Virtual Advertising in Sport

      Yosuke Tsuji

          5 2007

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      Authorship：Lead author   Language：English   Publishing type：Doctoral thesis  

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    • Consumer satisfaction with an action sports event. Peer-reviewed International coauthorship International journal

      Yosuke Tsuji, Gregg Bennett, James Zhang

      Sport Marketing Quarterly16 ( 4 ) 199 - 208   2007

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      Authorship：Lead author   Language：English   Publishing type：Research paper (scientific journal)   Publisher：FIT Publishing  

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    • Analysing the effects of advertising type and antecedents on attitude towards advertising in sport Peer-reviewed International coauthorship International journal

      Gregg Bennett, Mauricio Ferreira, Yosuke Tsuji, Ron Siders, Beth Cianfrone

      International Journal of Sports Marketing and Sponsorship8 ( 1 ) 56 - 75   10 2006

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      Publishing type：Research paper (scientific journal)   Publisher：Emerald  

      DOI： 10.1108/ijsms-08-01-2006-b008

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    • Attitudes Toward Sponsorship at a State Sports Festival Peer-reviewed International coauthorship International journal

      Windy Dees, Gregg Bennett, Yosuke Tsuji

      Event Management10 ( 2 ) 89 - 101   1 4 2006

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      Publishing type：Research paper (scientific journal)   Publisher：Cognizant, LLC  

      DOI： 10.3727/152599507780676670

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    • Virtual advertising and brand awareness Peer-reviewed International coauthorship International journal

      Beth Cianfrone, Gregg Bennett, Ron Siders, Yosuke Tsuji

      International Journal of Sport Management and Marketing1 ( 4 ) 289 - 289   2006

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      Language：English   Publishing type：Research paper (scientific journal)   Publisher：Inderscience Publishers  

      DOI： 10.1504/ijsmm.2006.010563

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    Misc.

    • Overview of sport sponsorship research Invited Peer-reviewed

      Yosuke Tsuji

      Japanese Journal of Sport Management3 ( 1 ) 23 - 34   2011

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      Language：Japanese   Publishing type：Article, review, commentary, editorial, etc. (scientific journal)   Publisher：Japanese Association for Sport Management  

      The purpose of this paper is to provide an overview of sport sponsorship with a focus on its research areas. Sport sponsorship has seen a tremendous growth in the past couple of decades with companies spending over 46 billion US dollars in 2010 worldwide (IEG, 2011). With this growth, this specific medium has caught the attention of both practitioners and academicians with respect to its nature and its effectiveness among others. The paper aims to provide the definition of and the uniqueness of the medium, explains some of the theoretical frameworks of past sport sponsorship research, and makes suggestions for future research.

      DOI： 10.5225/jjsm.2011-003

      CiNii Article

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      Other Link： https://jlc.jst.go.jp/DN/JALC/00384817409?from=CiNii

    Books and Other Publications

    • Place event marketing in the Asia Pacific region Peer-reviewed International journal

      Yosuke Tsuji, Carolin Schlueter（ Role： Contributor ,  Brand association with a participant sporting event: The case of the Okinawa Marathon in Japan.）

      Routledge  8 2021 

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      Language：English Book type：Scholarly book

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    • Understanding the sport industry (7th ed.)

      Yosuke Tsuji（ Role： Contributor ,  Sport event and sponsorship）

      Kyorinshoin  20 4 2021 

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      Total pages：328   Responsible for pages：130-149   Language：Japanese Book type：Textbook, survey, introduction

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    • Sport marketing

      Yosuke Tsuji（ Role： Joint author ,  Environment of the sport market.）

      Epress publisher  5 6 2019  （ ISBN:9791187570479 ）

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      Language：English Book type：Textbook, survey, introduction

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    • Marketing in the Digital World

      TSUJI Yosuke（ Role： Joint author ,  Digital Promotion Strategies）

      Maruzen Yushodo  30 5 2018 

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      Language：Japanese Book type：Scholarly book

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    • Marketing in the Digital World

      TSUJI Yosuke（ Role： Joint author ,  Promotion Strategy in the Digital World）

      Maruzen Yushodo  30 5 2018 

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      Language：Japanese Book type：Scholarly book

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    • Sport marketing revised edition

      TSUJI Yosuke（ Role： Contributor ,  Olympic Sponsorship）

      Taishukan Publishing  28 4 2018  （ ISBN:9784469268430 ）

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      Language：Japanese Book type：Scholarly book

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    • よくわかるスポーツマーケティング

      辻 洋右（ Role： Contributor ,  スポーツスポンサーシップのこれまで）

      ミネルヴァ書房  11 2017  （ ISBN:9784623081189 ）

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      Total pages：vi, 186p   Language：Japanese

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    • よくわかるスポーツマーケティング

      辻 洋右（ Role： Contributor ,  ブランドとブランディング）

      ミネルヴァ書房  1 11 2017  （ ISBN:9784623081189 ）

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      Language：Japanese Book type：Scholarly book

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    • International Sport Business

      Yosuke Tsuji（ Role： Contributor ,  International events and tours）

      Seven Sports, LLC.  16 11 2015  （ ISBN:9780692572184 ）

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      Language：English Book type：Textbook, survey, introduction

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    • International Sport Business

      Yosuke Tsuji（ Role： Contributor ,  Cowboysization of Sport）

      Seven Sports, LLC.  16 11 2015  （ ISBN:9780692572184 ）

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      Language：English Book type：Textbook, survey, introduction

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    • Sport Management and Sport Humanities

      Yosuke Tsuji（ Role： Contributor ,  Sport sponsorship in the global marketplace）

      Springer Japan  2015  （ ISBN:9784431553243 ）

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      Language：English Book type：Scholarly book

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    • Contemporary Sport Management

      Yosuke Tsuji（ Role： Contributor ,  Sport consumer behavior: Baseball in Japan）

      Human Kinetics  2014  （ ISBN:9781450469654 ）

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      Language：English Book type：Textbook, survey, introduction

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    • International Sport Management

      Brian Crow, Kevin Byon, Yosuke Tsuji（ Role： Contributor ,  International sport marketing）

      Human Kinetics  2012  （ ISBN:9780736082730 ）

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      Language：English Book type：Textbook, survey, introduction

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    • Encyclopedia of Sports Management and Marketing

      Yosuke Tsuji（ Role： Contributor ,  Virtual advertising）

      Sage Publications  2011  （ ISBN:9781412973823 ）

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      Language：English Book type：Scholarly book

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    Research Projects

    • Understanding the Effects of Corporate Sponsorship on Fans and on Community.

      Japan Society for the Promotion of Science  Grants-in-Aid for Scientific Research 

      TSUJI Yosuke

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      4 2011 - 3 2014

      Grant number：23700727

      Authorship：Principal investigator  Grant type：Competitive

      The purpose of this research was to investigate the effects of corporate sponsorship activities on sport fans and community. More specifically, the study focused on the effects on the formation of community identity as well as evaluating the benefits of sponsorship activities from the fans' perspectives. Results indicated that "Interconnection of self to the area (team)", "Evaluation of area (team)", and "Relationship with area (team)" comprised area (team) identity in Japan. The effects of sponsorship activities is still needs further investigation. Results also indicated that fans' "perceived intent of sponsors" and "perceived value of sponsors" influenced "gratitude toward sponsors. Additionally, area identity (ID) positively affected team ID. Team ID positively influenced sponsor's benefits. Team ID was also found to mediate area ID and sponsor's benefits. These results are beneficial for both professional sport teams and local sponsors in Japan.

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