Research questions: To tackle the idiosyncrasies associated with esports online
spectatorship, the study was designed to:(a) develop the Motivation Scale of Esports …

This study explored and evaluated the dimensions and consequences of esports online
spectator demand. In doing so, we identified preliminary dimensions of esports online …

One of the most valuable assets a sport entity possesses is its brand. However, existing
sport branding research has largely examined brands at an individual level and not taken …

Effective marketing is essential for any successful sport organization, from elite international
teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory …

All successful marketing strategies in sport or events must take into account the complex
behaviour of consumers. This book offers a complete introduction to consumer behaviour in …

Framed by a social approach to disability and leisure constraints theory, this paper presents
the results of a national study examining the constraints to sport participation for people with …

Purpose Social network sites are key marketing tools that allow brands to connect and
engage with consumers. However, there is still a lack of evidence of their value for football …

Research question This paper evaluates factors impacting corporate social responsibility
(CSR) campaigns' key performance indicators (KPIs) by extending the sport sustainability …

Understanding what leads individuals to consume the product of sport is central to the study
of the sport management discipline. Though the study of sport consumer behavior benefits …

Research question: The purpose of the study was to identify consumption traits that might
influence millennial sport fan behavior. Research methods: We accomplished this objective …