Purpose The central objective is to determine the main components of a brand that become
a “beloved” brand in the minds of consumers applied to football teams. Design/methodology …

Inspired by the regular reflections and suggestions for the future that regularly appear within
Communication & Sport, this paper reports the result of a systematic review of a sample of …

The short-form video platform TikTok has become highly popular. This study explores how
professional sports teams can effectively leverage short-form videos to promote green …

Traditional team fandom is a vital component of contemporary spectator sport marketing and
communication. However, fantasy sport has recently emerged as a potential threat to team …

The following insight literature review describes the process that sports fans undergo in the
development of their fandom–from the individual, selfidentification phase to the mass …

중요도-성취도 분석 (IPA) 은 제품이나 서비스 향상을 위해 간단하고 효율적인 경영도구로 널리
사용되어 왔음에도 불구하고, 학자들은 IPA 방법이 가지는 몇몇 한계점 (예: 성취도와 전반적 …

Tomando como base la teoría de las lovemarks, el artículo evalúa el efecto del amor y del
respeto por la marca de un evento junino sobre las expectativas de los clientes. La …

This research explores the role of commodification in participation in celebrity-centric
fandom communities, applying a leisure studies framework to understand the constraints …

요 약 본 연구의 목적은 외식기업의 전통적 미디어 및 뉴미디어 커뮤니케이션과 러브마크, 만족,
행동의도 간의 관계를규명하고자 하였다. 연구의 분석 결과는 다음과 같다. 첫째, 전통적 미디어 …

GİRİŞ Günümüzde dijital iletişim giderek daha etkili hale gelirken, markalar artık varlıklarını
geleneksel medyanın ötesine taşıyarak sosyal medya platformlarına da dahil olmaktadır …