This guide explains the focus, rigor, and relevance of qualitative research, highlighting its
role in dissecting complex social phenomena and providing in-depth, human-centered …

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 …

In this paper, we examine the implications of sport stadiums closures during the COVID-19
global pandemic. The paper looks at the impact of sport stadium closures from three …

Effective marketing is essential for any successful sport organization, from elite international
teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory …

Research question This paper evaluates factors impacting corporate social responsibility
(CSR) campaigns' key performance indicators (KPIs) by extending the sport sustainability …

Brand associations considered as a dominant concept to develop brand performance. Such
associations might impact brand structure and consumers' decision making process. Thus …

Sport brand management has become an increasingly strategic process, yet most scholarly
attention has been focused exclusively on men's sport. This study contributes to knowledge …

Purpose Social media has enhanced the ability of fans to interact with each other. Whilst
previous research investigates fan co-creation, few studies focus on the interactive effects …

In recent years, both artificial intelligence (AI) and cloud computing have experienced a
boom across industries, including the sports industry. AI algorithms, machine learning …

Despite the large body of literature on sport event volunteers, researchers have a poor
understanding of the volunteer experience despite studies claiming direct and indirect …