Reducing consumption of free sugars, such as those found in high concentrations in
manufactured products such as sugar-sweetened beverages (SSBs) and 100% fruit juices …

Branded entertainment seemingly holds varied meanings. This is of concern as the
discipline is growing in importance as a means to disrupt conventional brand …

Purpose Notwithstanding the dynamics of digital transformation and its relevance for
revenue generation in the entertainment industry, empirical research that focused on …

Research question The business of sport has been radically challenged by the COVID-19
pandemic, impelling a rapid reassessment of practices to survive the disruption. One …

The contemporary audiovisual media environment resides within a continuously changing,
complex, and dynamic world. Shifting trends such as technological advancements and …

Purpose The purpose of this study is to examine how sports marketing can attract audiences
towards less popular sports. Design/methodology/approach A total of 22 interviews were …

This article analyses the role of esports for sponsors and sport clubs in the context of their
marketing activities. We start by positioning esports in the domain of sport technology …

Brand love, the most intense relationship between a consumer and a brand, drives valuable
outcomes like increased brand loyalty. Sport-related branded entertainment (SRBE) …

Purpose The purpose of this paper is to investigate how the degree of investment and
involvement attributed to specific product categories, affect content marketing plans and …

Purpose The purpose of this research is to examine the extent to which source
attractiveness and source credibility (or skill in a sporting context) provide an effective …