This paper analyzes the scientific research on brand equity published over the last three
decades, based on data from the Web of Science (WoS) and Scopus databases. The …

The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

Purpose The purpose of the paper is to contribute to the extant sport marketing literature by
positing fan engagement, team brand image and cumulative fan satisfaction with the team …

Artificial intelligence (AI)-powered service chatbot functionality is changing to more
effectively connect with customers in the era of digital marketing. As such, an understanding …

Purpose The central objective is to determine the main components of a brand that become
a “beloved” brand in the minds of consumers applied to football teams. Design/methodology …

While involvement in CSR activities is common practice in today's sporting world, there is a
need to go beyond the activities themselves to explore how fans' perceptions of CSR can …

Food is an indispensable part of destination tourism resources and attractions, playing a
vital role in the marketing and promotion of the destination. Food can also be viewed as an …

This study investigated causal antecedents' symmetric and asymmetric effects on satellite
fans' intention to revisit the home ground of their favorite sports teams through the lens of …

Guided by the uses and gratification theory (UGT), this research aims to investigate the
influence of gratification (ie, personal, social, and tension release gratification) sought from …

In this research, we conducted two studies to validate a multidimensional scale of fan
engagement behavior. In Study 1, we generated survey items through a systematic review of …