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Yiran Su

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Journal Articles

The double-edged sword brand image effects of esports vs. sports sponsorships: the moderating influence of fit and brand awareness

Minkyo Lee, Yiran Su

Journal: International Journal of Sports Marketing and Sponsorship

International Journal of Sports Marketing and Sponsorship 1–20.

https://doi.org/10.1108/IJSMS-08-2025-0407

Published: 24 February 2026

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Journal Articles

A gendered socialization perspective on gender differences in sport fandom

Brandon Mastromartino, Katherine Sveinson, Yiran Su

Journal: International Journal of Sports Marketing and Sponsorship

International Journal of Sports Marketing and Sponsorship (2025) 26 (5): 1071–1089.

https://doi.org/10.1108/IJSMS-12-2024-0335

Published: 02 June 2025

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Journal Articles

Guest editorial: Promises, paradoxes and perils: the current state and future directions of Web3 technologies and brand innovation in sports business

Yiran Su, Bo Li, Olan K.M. Scott, Jerred Junqi Wang

Journal: International Journal of Sports Marketing and Sponsorship

International Journal of Sports Marketing and Sponsorship (2025) 26 (2): 229–237.

https://doi.org/10.1108/IJSMS-05-2025-327

Published: 22 April 2025

View article titled, Guest editorial: Promises, paradoxes and perils: the current state and future directions of Web3 technologies and brand innovation in sports business

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Journal Articles

The transformative impact of big data applications in sport marketing: current and future directions

Yoseph Mamo, Yiran Su, Damon P.S. Andrew

Journal: International Journal of Sports Marketing and Sponsorship

International Journal of Sports Marketing and Sponsorship (2022) 23 (3): 594–611.

https://doi.org/10.1108/IJSMS-03-2021-0073

Published: 02 November 2021

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Online ISSN 2515-7841
Print ISSN 1464-6668

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