Strategic Sport Communication, Third Edition, presents a comprehensive examination of the
evolving field of sport communication. With a complete approach to the multifaceted and …

The central focus of this study was to examine how individual difference factors could be
used to explain various levels of consumer support for a specific sport property. The present …

The present study used the Sport Interest Inventory (SII) to further our understanding of how
motivation can be characterised as individual difference factors among sport consumers …

In this article, we use narrative economics to analyze the social conditions promoting the
growth in private investment in esports—specifically in North American esports teams and …

In this review, we examine literature from leisure sciences, sociology, marketing, and history
to demonstrate how Firat's (1994) modern significations of gender categories can be used …

It was the aim of this study to examine the effects of time on sponsorship recognition.
Findings revealed that there were increases in the percentage of recognition rates for 8 of …

Looks at the sports industry and addresses the current situation for authors seeking to
publish in the area of sports marketing. Sports currently represents the eleventh largest …

This paper examines how industry gender imprinting—the persistence of cultural values,
beliefs, norms, and orientations associated with masculinity or femininity—influences new …

Studies that have examined the disparity in investment between men's and women's sports
are rare and are generally distributional in nature. Little research has been carried out that …

This paper demonstrates that the process of creating a favorable brand image can be aided
using image-sensitive sponsorship. Firms have traditionally analyzed demographic fit to …