Issues

Identifying online sports betting motivations associated with betting intention

Hyunseok Song; Kevin K. Byon; Paul M. Pedersen
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Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?

Bülent Aras; Meltem Özel
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From love to betrayal? When your team’s sponsor decides to also sponsor your rival

Charitomeni Tsordia; Yannis Lianopoulos; Vassilis Dalakas; Nicholas D. Theodorakis
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Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT

Weisheng Chiu; Doyeon Won; Jung-sup Bae
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Examining the relationship among constraints, facilitators and ski participation in the host city of the 2022 Winter Olympics

Yiqi Yang; Eric Macintosh; Xiaoyan Xing
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The gendered plate: gender-specific food perceptions and sport sponsorship

Umer Hussain; Han Ma
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Exploring the impact of athlete brand image on fans’ behavioural outcomes: the role of emotional attachment and perceived price value

Longzhao Zheng; Ying Xu
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Sports celebrities and advertising on Instagram: a case study of brand sponsorship in Spain

Maria-Teresa Gordillo-Rodriguez; Joaquín Marín-Montín; Jorge David Fernández Gómez
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Examining switching intention in professional sport: a push-pull-mooring perspective

Mikihiro Sato; Tomo Tokuyama; Shohgo Motoyama; Lance Warwick; Junko Deguchi
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Consumer segmentation in esports: clustering via consumption motivation

Julia Rietz; Kirstin Hallmann
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Virtual active sports: identifying main barriers and facilitators for casual fitness fans

Eugene Evsikov; Velina Hristova; Ivo Vlaev; Sonya Karabeliova
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The national rugby league and the Bundesliga: a study of brand hate

Simon Beermann; Kirstin Hallmann; Geoff Dickson; Michael E. Naylor
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