Research question: While the literature on sponsorship of sport has gained interest among
scholars in diverse fields such as management, marketing, and psychology in recent years …

Athlete brands exist within a network of brand relationships. Thus, considering the joint
influences of related brands at different levels (league, team, and athlete) is essential for …

For making actual purchase in any category, the literature suggests that brand awareness
plays a vital role. Whereas in existing literature the conceptual properties of brand …

Purpose This study aims to examine the influence of five sports celebrity personality (SCP)
attributes–attractiveness, expertise level, credibility, trustworthiness and character–on …

Purpose The purpose of this paper is to conceptualise and measure the construct of fan
engagement through social networking sites (SNS). Design/methodology/approach A multi …

Researchers have suggested that brand equity is vital for professional sport teams by
focusing on the examination of sport fans in general. The current study aims to examine the …

The growth of sport sponsorship has led to an increase in the number of studies measuring
sponsorship outcomes in different sport settings. Most studies, however, have focused on …

Background Health prevention campaigns often face challenges in reaching their target
audience and achieving the desired impact on health behaviors. These campaigns …

Purpose The scope of this study was to underline the specific aspects of positive consumer
attitude and behavior related to sports sponsorship. In more detail, the purpose of this study …

Purpose It is not possible for every fan of a sport to watch matches at stadiums because of
the capacity and location constraints. Furthermore, although sport fans could not physically …