The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events
Purpose It is not possible for every fan of a sport to watch matches at stadiums because of
the capacity and location constraints. Furthermore, although sport fans could not physically …
the capacity and location constraints. Furthermore, although sport fans could not physically …
Digital and interactive marketing communications in sports
Sport communication is defined as “a process by which people in sport, in a sport setting, or
through a sport endeavor, share symbols as they create meaning through …
through a sport endeavor, share symbols as they create meaning through …
Impact of athlete performance and brand social value on product involvement: a mediation role of celebrity endorsement in social media
Purpose Nowadays, star athletes are global brand personalities. The increased popularity of
the professional sport has contributed to elevating exceptional athletes to international star …
the professional sport has contributed to elevating exceptional athletes to international star …
Connecting sponsor brands through sports competitions: an identity approach to brand trust and brand loyalty
Purpose The purpose of this paper was to examine the interplay between sports fanship and
brand-related perceptions in the context of sports sponsorship. The effects of sport fans' self …
brand-related perceptions in the context of sports sponsorship. The effects of sport fans' self …
“You Had One Job!” A case study of maladaptive parasocial interaction and athlete maltreatment in virtual spaces
J Sanderson, M Zimmerman… - … Journal of Sport …, 2020 - journals.humankinetics.com
This research explored maladaptive parasocial interaction (PSI) expressed toward Chicago
Bears kicker Cody Parkey after he missed a potential game-winning field goal in the 2019 …
Bears kicker Cody Parkey after he missed a potential game-winning field goal in the 2019 …
How useful is each item in the Sport Spectator Identification Scale?: an item response theory analysis
Purpose The purpose of this study is to evaluate the psychometric properties of each item in
the Sport Spectator Identification Scale (SSIS)(Wann and Branscombe, 1993) using the item …
the Sport Spectator Identification Scale (SSIS)(Wann and Branscombe, 1993) using the item …
Exploring Digital Marketing Optimization: Enhancing Company Performance with a Focus on the FMCG Industry in Lebanon
C Obeid - Dutch Journal of Finance and Management, 2023 - comum.rcaap.pt
In the ever-evolving landscape of digital marketing, companies within the Fast-Moving
Consumer Goods (FMCG) industry in Lebanon are recognizing the imperative need to …
Consumer Goods (FMCG) industry in Lebanon are recognizing the imperative need to …
Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study
M Alonso Dos Santos, MJ Sánchez-Franco… - International Journal of …, 2023 - emerald.com
Purpose This study explores the effect of video assistant referee (VAR) sponsorship on
spectator response and compares it with advertising and conventional sponsorship …
spectator response and compares it with advertising and conventional sponsorship …
An exploration of sport fandom in online communities
Understanding interactions between sport fans helps sport marketers customize
relationships with the fans and enhance brand loyalty. This paper analyzes the social …
relationships with the fans and enhance brand loyalty. This paper analyzes the social …
The Role of Emotions in Team-licensed Merchandise Consumption: Examining the Relationships among Team Identification, Team Performance, Emotions, and …
This study aimed to explore the psychological effect of team performance on consumers'
intention to purchase team-licensed merchandising products. While existing literature …
intention to purchase team-licensed merchandising products. While existing literature …