Sport now has to compete for the consumer dollar with a vast array of leisure activities online
as well as offline. Successful sport marketing is the result of carefully structured planning …

Athlete brands exist within a network of brand relationships. Thus, considering the joint
influences of related brands at different levels (league, team, and athlete) is essential for …

Purpose The purpose of the paper is to contribute to the extant sport marketing literature by
positing fan engagement, team brand image and cumulative fan satisfaction with the team …

Purpose The purpose is to review literature on sports season ticket subscriptions to distil
current knowledge and guide future research and practice. Design/methodology/approach A …

All successful marketing strategies in sport or events must take into account the complex
behaviour of consumers. This book offers a complete introduction to consumer behaviour in …

Researchers have suggested that brand equity is vital for professional sport teams by
focusing on the examination of sport fans in general. The current study aims to examine the …

ABSTRACT Research Question: The current research examined the effect of an athlete
promoting his philanthropic efforts to his Instagram followers. Specifically, we assessed how …

The importance of team brand associations in sport management research is well
documented, but the formation and stability of these associations has not been investigated …

The motives and behaviour of sports fans are heavily researched. Past work has
distinguished “fans” and “supporters” on engagement with teams or athletes and identified …

Understanding the role of the league brand on consumers' support for individual teams is
important for the successful management and marketing of both leagues and teams. In the …