Abstract eSports, as a competitive activity related to the video game industry has attracted
significant attention in recent years. Using co-citation analysis of references and authors …

Esports-competitive video games watched by online audiences-are the fastest growing form
of mainstream entertainment. Esports coverage is predominantly delivered via online video …

Aims: The purpose of this study is to investigate the pattern of consumer relationships
between popular esports titles to understand how the esports market is partitioned in terms …

This article focuses on the sponsoring of motoring events and evaluates the levels of brand
awareness that sponsoring brings to brands. The level of brand awareness was measured …

Finke, EH, Hickerson, B., & McLaughlin, E.(2015). Parental intention to support video game
play by children with autism spectrum disorder: An application of the theory of planned …

El sector de los esports ha aumentado tanto su popularidad entre la población, que la
realización de eventos de estos ha crecido con el paso de los años. Este estudio tuvo como …

Despite the potential risks of negative associations' affecting the sponsoring brand, prior
sponsorship literature has not delved into this area. Consequently, the purpose of the …

Purpose This paper examines the relationship between sports sponsorship and brand
image concerning soccer fans' purchase intentions, focusing on how various elements of …

Abstract China, South Korea and Japan are called 'Big 3'of esports in Asia based on
earnings for players, online audience penetration and game revenue. This article compares …

Nowadays sponsorship is a political instrument develo** external and internal benefits for
the organizations. Industry practitioners spend a great deal of time evaluating marketing and …