With the growth and competitiveness of the fitness industry, the aim of this study is to analyse
how the topic of innovation have been incorporated into the research agenda, particularly in …

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

Purpose Despite its growth, there has been a lack of investigation on how sport rebranding
influences fans and their behaviors. This study sought to examine how a critical aspect of …

This study aims to provide a scientific and extensive review of behavioral intention studies in
sports marketing research. Also, it informs directions for further studies that help in …

Purpose This study aims to explore the use of consumer-generated online product reviews
as a source of brand associations in a sport setting. Design/methodology/approach A total of …

Social media platforms such as Facebook are often considered a marketing tool for
businesses to communicate with consumers and potential customers (Gummerus, Liljander …

The purpose of this study was to develop an understanding of brand equity in campus
recreational sports by applying a consumer-based brand equity perspective. The study …

Characterised as activities organisations take to positively influence the image the public
has of them, Organisational Impression Management (OIM) is essentially analogous to …

The martial arts industry is experiencing immense growth, creating a highly competitive
environment where challenges in attracting and retaining customers cause substantial …

The purpose of this study was to empirically examine antecedents of sport consumerbased
brand equity in the fitness segment of the sport industry (ie, participatory sport). The …