Satellite fans make up an important part of a sport team's market, but little is known about
how long-distance relationships are developed across different cultures. In this manuscript …

Purpose The overall aim of this study is to improve our understanding of the strength of
attraction factors of professional football club brands with foreign fans, and of the influence of …

For a long time considered as a simple means of entertainment, football (soccer) has now
become a main element of the society of the spectacle, with huge economic and financial …

Adopting an integrative literature review approach, this study synthesized sport relationship
marketing (SRM) articles to gain insight into how relationship marketing in sport-related …

Rationale: Despite the extant literature on sport fandom and the prevalence of corruption in
sport, fans' responses to it remain widely understudied. This study focuses on fans and …

Purpose Fans are proactive consumers of pop culture products, who can be seen as
prosumers. Fanvideo production is one of their most widespread practices in the …

Although Asia is an important market for elite European men's professional football clubs,
scholarly attention about transnational supporters from Asia is limited. Based on qualitative …

This chapter offers insights into the branding of sports teams. The importance of branding is
explained, and a strong sports team brand is defined, by introducing the concept of brand …

Relational perspectives have influenced marketing theory and practice over the past 40
years, with a volume of relationship marketing (RM) research accumulating over this time. In …

Football is one of the world's most popular and commercialised sports. Along with
professional football's rapid and considerable growth since the early 1990s, and the media's …