Purpose This study aims to investigate drivers of co-branding, and the relative strength of
these drivers within the Persian Gulf Pro League (PGPL). The study examines sport …

In spite of the prominence of social media within sport marketing and increased attention
from researchers, very few studies have looked at the linguistic makeup of social media …

Today, sponsorship is a widely-used marketing communications tool. While consumers'
responses to sponsorship have been extensively studied, little research has been …

This article had two primary goals. The first goal was to update the previous study regarding
the content analysis of Sport Marketing Quarterly (SMQ) by Peetz and Reams (2011). The …

Purpose The purpose of this study is by drawing on signaling theory to address the need for
more investigation into the conceptual underpinnings of sponsorships by investigating and …

With a diverse set of contributors from different parts of the world, this engaging collection
provides a unique examination of social values through cross-cultural research. It …

While previous research has found support for the existence of tanking in professional sport,
attitudinal complexities surrounding the phenomenon have yet to be investigated. This study …

This chapter looks at the social media content of companies and individual social media
usage based on values but future research may look at the linguistic and value content of …

Emulation is an important mechanism of lifestyle marketing. Sports marketing has a
completely different tradition from lifestyle marketing, but it shares with lifestyle marketing a …

Research background: The main aim of engaging with the research topic under discussion
was the desire to equip those responsible for the process of managing sponsorship …