... transfer in traditional sport but is less pronounced in esports. Our results reveal that image transfer in esports sponsorship differs markedly from traditional sport, indicating that brands cannot simply apply traditional sport sponsorship strategies to the esports context but must develop tailored...

...Minsik Jo; Do Young Pyun; Joe Piggin Purpose The current study aims to conceptualise belief dimensions about esports sponsorship and to develop a reliable and valid scale for measuring these beliefs. Design/methodology/approach Drawing on established theories and prior literature, the study...

... responses to sensitive branding in a non-Western context. It shows how cultural alignment, fan identity and community norms shape sponsorship outcomes in youth-driven digital environments. Consumer culture theory Shock advertising China Gen Z Cultural conservatism Esports sponsorship...