In this paper, we examine the implications of sport stadiums closures during the COVID-19
global pandemic. The paper looks at the impact of sport stadium closures from three …

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

Purpose The study aimed to establish football fans' levels of social identity, team loyalty, and
behavioral intentions toward sports consumption and to determine the relationship between …

The role of brand associations and team identity in the sport management literature has
received significant attention; however, there exists opportunities to investigate the way they …

Troughout the sport management literature, a plethora of scales exist that measure
constructs that impact sport consumption. Although the scales have different names and may …

The study of fan loyalty in sports marketing mostly is focused on spectator attachment and
brand athlete. However, lack of studies examines the fan loyalty formulation toward the …

The paper presents a novel approach to assess athlete brand identity by introducing the
concept of brand congruence, which measures the alignment between an athlete's intended …

This book examines how the sport industry is adapting to the needs of the digital-first global
economy. Focusing on digital techniques in sport marketing, this volume explores new and …

A recent cause-related marketing (CRM) trend for sport organizations has been to adopt a
service dog that they will train and showcase through social media and at team events. This …

Sports advertising is one of the methods used by most companies to introduce their brands
and products and expand their market. This study aimed to investigate the relationship …