Sports, and the fans that follow them, are everywhere. Sport Fans: The Psychology and
Social Impact of Fandom examines the affective, behavioral, and cognitive reactions of fans …

Research questions: To tackle the idiosyncrasies associated with esports online
spectatorship, the study was designed to:(a) develop the Motivation Scale of Esports …

Purpose The purpose of the paper is to contribute to the extant sport marketing literature by
positing fan engagement, team brand image and cumulative fan satisfaction with the team …

Purpose The study aimed to establish football fans' levels of social identity, team loyalty, and
behavioral intentions toward sports consumption and to determine the relationship between …

This research explored the role of athlete on-and off-field brand image on consumer
commitment toward the athlete and associated team, preference by the athlete's sponsor …

Purpose The paper aims to examine the relationships among marathon spectator
motivation, satisfaction and behavioral intention in China. Design/methodology/approach …

Shifting from a player-oriented approach, e-sports has increasingly positioned itself as
emerging spectator entertainment. In the wake of the growing online viewer market, the …

The operations of sports organizations must be managed to create value in the long run.
This explicit management will support their efficiency, competitiveness, and sustainability …

Purpose Insights into how fan experience can be used to cultivate football (soccer) fan
loyalty are limited. Based on the stimulus–organism–response (SOR) paradigm, this study …

This study examines the relationships between sport spectator motivation, involvement, and
loyalty. It sought to validate a comprehensive motivation scale and test the interrelationships …