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Journal Articles

Associative personalities: investigating the impact of gender personality congruence between sport brands and individuals on life satisfaction

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Susmit S. Gulavani, Shushan Dai, James Du, Mikihiro Sato, Joshua Newman
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2026) 27 (2): 249–279.
https://doi.org/10.1108/IJSMS-10-2024-0275
Published: 02 May 2025
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Journal Articles

Enhancing sport sales training through technology: an examination of artificial intelligence as a tool for evaluating and training sales agents

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James Du, Nels Popp, Stephen L. Shapiro
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2025) 26 (4): 768–785.
https://doi.org/10.1108/IJSMS-09-2024-0263
Published: 27 March 2025
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Journal Articles

Transcendence beyond sport: examining the dynamic power of sport human brand on national pride

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Susmit S. Gulavani, James Du, Jeffrey D. James
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2024) 25 (1): 142–160.
https://doi.org/10.1108/IJSMS-05-2023-0098
Published: 28 November 2023
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Journal Articles

A social epidemiological perspective on local tennis league participation: a multigroup moderated-mediation structural analysis using PLS-SEM

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Amy Chan Hyung Kim, James Du, Jeffrey James
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2022) 23 (2): 437–461.
https://doi.org/10.1108/IJSMS-02-2021-0046
Published: 07 December 2021
View article titled, A social epidemiological perspective on local tennis league participation: a multigroup moderated-mediation structural analysis using PLS-SEM
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