Sport fans develop unique and engaging relationships with their favourite sport teams, both
offline and online. However, research on sport fan engagement is still limited in relation to …

There is little doubt that increasing polarization over the last decade has transformed the
American political landscape. In The Other Divide, Yanna Krupnikov and John Barry Ryan …

Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to
understand the reactions to abstract sponsors. This study examines the relationships …

Purpose The purpose of this paper is to contribute knowledge on the issues and benefits
associated with managing brand presence and relationships through social media. UK …

The hosting of sports events–whether large international events, or smaller niche events–
can have a significant and long-lasting impact on the local environment, economy and …

Repeat consumption refers to re‐experiencing an enjoyable stimulus in order to enjoy it
again. We rewatch the same shows, reread the same stories, and revisit the same cities; we …

E-sports games can drive the sports industry forward and sponsorship is the best way to
engage consumers of this new sport. The purpose of this study is to examine the effect of …

ABSTRACT Research Question The COVID-19 pandemic has highlighted the need for a
transformative perspective on the role of sport brands in promoting fans' psychological well …

This theoretical paper arises as a purpose of discussing the role play of fans as sport
consumers on the marketing strategies, in professional sport clubs. This study is part of a …

While marketers increasingly acknowledge the critical role of developing long-term
strategies that enhance the value of the organization, collaborative and co-creation service …