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 …

Despite the significant increment in sport sponsorship and the affirmation of its strategically
vital nature, extant research has confined its focus to narrow strategic goals, which …

Purpose Supporting distant teams is a frequent phenomenon. Through the lens of the social
identity theory, this research aims to examine differences between local and distant fans …

Although the marketing literature has extensively studied consumer‐brand identification,
scholars have not fully explored its well‐being benefits. Drawing from the social identity …

Consumer identification has become a frequently researched construct in the past two
decades, as its growth has become a major marketing goal of organizations. As consumer …

While sports fandom and social media advertising have been widely studied, and all major,
professional teams use social media campaigns for direct sales, there is surprisingly little …

Purpose Social media has enhanced the ability of fans to interact with each other. Whilst
previous research investigates fan co-creation, few studies focus on the interactive effects …

To cultivate the potential of sport spectatorship to enhance social well-being, a greater
understanding of underlying psychological processes is essential. Using the social identity …

Purpose This article examines how geographic location (ie local or nonlocal) influences
fans' communicative convergence or distinctiveness in the context of an informal online fan …