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Journal Articles

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

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

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

Susmit S. Gulavani, James Du, Jeffrey D. James

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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