Sport fans engage themselves in several forms of behaviour to lend support to their favourite
sport clubs. Brands, officially sponsoring these sport clubs, are keen on attracting and …

Sport has evolved into one of the largest industries in Australia and there is a corresponding
increased interest in the factors influencing fan loyalty. This paper presents a theoretically …

Sport is one of Australia's major industries, as well as one of our most popular pastimes.
From council playing fields to Olympic competition, sport is highly organised and structured …

Due to the amount of money invested, sponsorships have become one of the most important
marketing tools. It is essential to know the effectiveness of the invested money. This work …

Based on a decade of research by two leading action sports scholars, this book maps the
relationship between action sports and the Olympic Movement, from the inclusion of the first …

This research examined how familiarity with a brand influences how negative publicity
related to a celebrity endorser is perceived. Specifically, the current research determined if …

Purpose With the ever-increasing popularity of smartphones, it has become one of the most
important medium to increase sport fan engagement. However, very little attention has been …

This sport marketing study establishes a clearer demarcation between an event sponsor and
a sponsored event in relation to investigating the potential value of congruity. Based on …

This study examines the relationships between sport spectator motivation, involvement, and
loyalty. It sought to validate a comprehensive motivation scale and test the interrelationships …

This study proposes a conceptual model to comprehensively understand how sports fans
perceive and accept smartphones and applications in a sport consumption context by …