Social media brand pages act as excellent means for engaging consumers. While most
sport clubs use social media such as Facebook to enhance fan engagement, extant …

The concept of consumer–brand identification (CBI) is central to our understanding of how,
when, and why brands help consumers articulate their identities. This paper proposes and …

As the sport management industry continues to grow and evolve, so do the methods for
gathering and applying research findings to drive successful sport organizations. Research …

In this study, the current issues of athlete brand management are discussed and the
construct of athlete brand image is conceptualized. A conceptual model of athlete brand …

Research on sport spectators and sport fans is examined to develop a model of the
psychological connections that individuals experience with sports or sport teams. The …

How do consumers represent their identities on online social media platforms? In this article,
we focus on consumers' use of brands on their Facebook pages as subtle cues to represent …

The purpose of this study was to propose and test a conceptual Model of Athlete Brand
Image (MABI) that is based on Keller's Customer-based Brand Equity framework (1993). The …

Prior research has demonstrated a direct relationship between loyalty and reasons for liking
a particular sport team. The current study replicates and extends this line of inquiry by …

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

Although the involvement construct has received wide spread theoretical and empirical
attention over the past 30 years, its application to a subset of leisure such as spectator sport …