Sports, and the fans that follow them, are everywhere. Sport Fans: The Psychology and
Social Impact of Fandom examines the affective, behavioral, and cognitive reactions of fans …

Over the past two decades, relationship marketing efforts have assumed a prominent role in
sports organization marketing. A sports organization that successfully implements …

Brand evangelism, an advanced form of marketing where consumers voluntarily advocate
on behalf of the brand, can bring numerous benefits to a firm. Pro-brand behaviors such as …

This study seeks to examine empirically the effect of leadership style on organizational
commitment and organizational effectiveness. The data are from all departments of the …

The purpose of this study was to present a framework to aid understanding athlete brand life
cycle and how to extend it. A thorough review of the literature was conducted to create the …

The purpose of this study was to propose a conceptual framework for understanding how to
establish athletes as brands. Based on an extensive literature review, the proposed model …

In the modern day sport marketplace, professional sport teams face tough competition to
build and sustain a viable fan base. This study sought to address three research …

Origins and antecedents of sport fandom and team identification have been targeted by
researchers for several decades. The current pair of studies investigated gender differences …

The purpose of this study was to develop a framework for understanding the antecedents
and components of athlete brand. Based on a set of 21 interviews conducted in three …

This investigation examined differences in male and female sports fan behavior. The sports
fan's ability and tendency to bask in the team's reflected glory (BIRG) and/or cut off reflected …