Despite consistent interest in sport brands and the multitude of brands in the sport
ecosystem, extant knowledge remains fragmented and unstructured. The purpose of this …

Purpose The purpose of this paper is to examine the effects of social media in brand
associations, particularly in regard to soccer fan clubs. Design/methodology/approach The …

ABSTRACT Research Question We aimed to explore consumers' perceptions of two athletes
and athletes' engagements in social and political advocacy. Research Methods We …

Research questions Sport management researchers have utilized the concept of brand
image to understand sport consumers' experiences. However, this concept has rarely been …

While the female activewear market is growing rapidly, research on activewear consumption
and female consumers is lagging. Existing researchers have failed to produce an in-depth …

In this paper, the authors explore the range of cognitive, affective, and behavioural outcomes
of consuming prestigious sports event experiences. The authors obtained means-end …

Orientation: The commercial growth of sport clubs is often a direct consequence of the level
of engagement of its fans. However, limited research has been done to understand how the …

Purpose In highlighting brain wave responses of emotional processing, the purpose of this
study is to investigate (1) the effect of sport participation involvement on affective reaction in …

Although softball is one of the most popular participation sports in the USA, motives and
behaviours of softball consumers have not been examined. As sport consumption options …

What is the long-term brand impact of sponsoring a global sports competition? This study
seeks to answer that question by examining the UEFA Champions League, the prestigious …