Social media (SM) platforms are frequently used by pre‐teen (8–12‐year old) consumers for
curating their self‐identity, developing social relationships and for learning. This paper …

Distinctions in the attributes of niche versus mainstream brands are leveraged to explain
differences in the drivers of online review ratings. Specifically, we examine how customer …

Over recent years there has been a significant increase in foreign ownership within the
English Premier League, with 'sportswashing'being identified as a key motive for some new …

Collaborations between brands and social media influencers enhance the transmission of
brand messages to consumers. However, the effectiveness of influencer marketing varies …

Research question: The research aims to focus on fan perceptions of the commercial
challenges in relation to English Football League (EFL) Championship clubs and, to …

Purpose Since the inception of the conjoint analysis technique in the year 1971, papers
addressing the epistemological aspects of conjoint analysis are scant. Hence, this paper …

Purpose Football stadiums, traditionally linked to local landmarks, now see a shift as
corporate brands engage in naming rights through sponsorship. However, limited scholarly …

Companies invest heavily in sporting activities; however, stock market responses to such
investments remain mixed. This study explores how sport sponsorships announcements …

This study investigates how sports team reputation shapes brand equity through consumers'
relationship satisfaction, life satisfaction, and commitment. Data were collected from India in …

Naming rights and jersey sponsorship are highly visible, offering numerous benefits to both
brands and properties but at a particularly high cost. The purpose of this study was to …