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Keywords: Behavioral intentions
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (1): 42–66.
Published: 17 August 2023
.... The current study aims to explore esports fan role-identity vis-à-vis the relationship with the sponsor and the sponsee so as to understand the effects on their behavioral intentions. Design/methodology/approach Using a sample of 356 esports fans who attended the 2021 FPF eFootball Open Challenge...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2022) 23 (2): 311–325.
Published: 22 June 2021
...Lei Luo; Tyreal Yizhou Qian; Gregg Rich; James J. Zhang Purpose The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2020) 21 (3): 487–511.
Published: 16 April 2020
...Jingxian (Cecilia) Zhang; Kevin K. Byon; Kaijuan Xu; Haiyan Huang Purpose The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the changes in relationships among event impacts...
