Issues

Special issue: Case-based Research in Sport Marketing. Guest Editors: Yehan Zhang, Boya Zhang, Ji Wu and James J. Zhang

Guest editorial: Fundamentals of case study research for sport marketing studies

Yehan Zhang; Boya Zhang; Ji Wu; James J. Zhang
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Associative personalities: investigating the impact of gender personality congruence between sport brands and individuals on life satisfaction

Susmit S. Gulavani; Shushan Dai; James Du; Mikihiro Sato; Joshua Newman
View articletitled, Associative personalities: investigating the impact of gender personality congruence between sport brands and individuals on life satisfaction
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Successful operations of private youth sports academies in China: a case study of Cao Yanhua Table Tennis School in Shanghai

Chen Fan; Don Lee; Dan S. Johnston; Yi Zhang
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Client retention strategies of early-career personal trainers: a case study of UGA Ramsey center

Caner Özgen; Metin Argan; Shelby Nicole Glasgow; Arif Yüce
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Centralizing sponsorship management in multi-divisional voluntary sports clubs: a multiple case study approach

Luc Schulz; Romano Marco Keller-Meier; Grazia Lang; Siegfried Nagel; Raphael Stieger; Torsten Schlesinger
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Power play: the future of college football in an era of centralization

Mary P. Harrison; Darin W. White; Nathan Kirkpatrick
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Comparative case study of X-based fan discourse in esports vs. traditional sports: 2024 MSI and 2023 NBA Finals Game 5

Tae Woong Yoo; Yonghwan Chang; George B. Cunningham
View articletitled, Comparative case study of X-based fan discourse in esports vs. traditional sports: 2024 MSI and 2023 NBA Finals Game 5
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From global to local: a semiotic analysis of lululemon's sport marketing symbol system evolution in China

Yihua Zhao; Xiaofeng Chen
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Voices of change through COLLECTIVE VISIBILITY: a case of women's empowerment in sport

Vanessa Åsell Tsuruga; Christos Anagnostopoulos
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Negotiating sexuality, identity and marketplace culture: a case study on Gen Z’s interpretations of Durex’s esports sponsorship in China

Shuqi Li; Donna Wong; Yue Meng-Lewis
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Alcohol-free branding in formula one: stealth marketing strategy or something more?

Massimo Ruberti; Andrea La Martina
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