Issues

Special issue: Winter Olympics and Sports Marketing. Guest Editors: Yufei Bai, Hongxin Li, Hemin Song and Yunchao Bai

Guest editorial: Winter Olympics and sports marketing: economic impact, social engagement, and future opportunities

Yufei Bai; Hongxin Li; Hemin Song; Yunchao Bai
View articletitled, Guest editorial: Winter Olympics and sports marketing: economic impact, social engagement, and future opportunities
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From snow to screens: resident support for Olympic esports games in a former winter Olympic games host city

Felix Wachholz; Martin Schnitzer; Jannik Roth; Hannes Winner
View articletitled, From snow to screens: resident support for Olympic esports games in a former winter Olympic games host city
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Comparative study of US Olympic fandom: multi-level attachment dynamics across summer and winter games

Yongjin Hwang; Todd C. Koesters; Khalid Ballouli
View articletitled, Comparative study of US Olympic fandom: multi-level attachment dynamics across summer and winter games
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The influence of immersion on revisit intention: empirical evidence from tourists at the Beijing Winter Olympic venue “Snow Ruyi”

Hemin Song; Jiaxu Gao; Songmei Fan; Ruichen Yang; Zi Liu
View articletitled, The influence of immersion on revisit intention: empirical evidence from tourists at the Beijing Winter Olympic venue “Snow Ruyi”
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How does ski tourism experience affect consumption behavior? Insights from an empirical study in China

Songjian Du; Hongxin Li; Dongye Lyu; Jin Yan
View articletitled, How does ski tourism experience affect consumption behavior? Insights from an empirical study in China
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Economic impact of the Winter Olympics: examination of temporary housing prices

Chan Hyeon Hur; Nicholas Masafumi Watanabe; Brian Soebbing; Grace Yan
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The impact of NHL player participation in Olympic ice hockey on viewership intentions: a latent profile analysis

Kyu Ha Choi; Yeongjun Seo; Minhong Kim
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Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games

Mario Nicoliello
View articletitled, Corporate narratives in Olympic and Paralympic sponsorship: hybridity in the Milan-Cortina 2026 winter games
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