Sport consumer behavior researchers have developed a robust understanding of how and
why people consume sport, and the consequences of consumption. There has been little …

Sport consumer behavior (SCB) research continues to grow in both popularity and
sophistication. A guiding principle in much of this research has focused on the nature of …

Sports fans are individuals who are interested in and follow one or more sports, teams,
and/or athletes. These fans reinforce their identity as a fan by engaging in supportive and …

Understanding what leads individuals to consume the product of sport is central to the study
of the sport management discipline. Though the study of sport consumer behavior benefits …

Sports fans are individuals who are interested in and follow a sport, team, and/or athlete.
These fans reinforce their identity as a fan by engaging in supportive and repetitive …

Abstract Sport Management Review celebrates 20 years of publishing research, and this
milestone provides an opportunity to reflect on sport consumer research and offer possible …

Within the general field of consumer behavior, a subset of research has emerged in recent
years to examine consumer behavior relative to the unique products and services offered in …

ABSTRACT Research Question The COVID-19 pandemic has highlighted the need for a
transformative perspective on the role of sport brands in promoting fans' psychological well …

The metaverse is transforming how sports fans consume sports, express their fandom, and
interact with sports brands representing professional sports leagues, teams and athletes …

A growing number of sport consumer behavior scholars have been employing experimental
methods, especially because experiments allow researchers to gain a better understanding …