... 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...

...: consumer identity projects examine how consumers utilise cultural resources to shape personal and social identities (Rokka, 2021). This domain helps to analyse how Chinese Gen Z negotiate their individual values and perceptions of sexuality through esports sponsorship. Marketplace cultures focus...