...' betrayal. Sport sponsorship Sport fans Sport team identification Fit Rivalry Betrayal Rejection of joint sponsorship Interest Favorability Use Two rival Italian football (i.e. soccer) clubs based in Milan, Italy, Inter and AC Milan, joined forces by signing a sponsorship deal...

...Brent Smith; Stephanie A. Tryce; Carol Ferrara Purpose To measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship. Design/methodology/approach In this study of US sport fans (n = 519...

..., individual sport fans). The study examined the relationship between identity salience and both positive and negative aspects of fans' attitudes, emotions and behaviours. Design/methodology/approach Seven hundred and twelve (712) Israeli professional football fans participated in this study. The study...

... until now, no multidimensional scale existed in sport which measures the perceived fan orientation of a sport organization. Sport organization orientation Sport fans Relationship quality Relationship marketing Service quality H2a. Positive and significant increases in fans...

... Engagement Social networking sites Behavioural intentions Sport fans Consumer engagement has received an increased amount of attention in the management literature (e.g. Brodie et al., 2013 ; Verhoef et al., 2010 ; Vivek et al., 2012) due its role in establishing...

...Richard Kolbe; Jeffrey D. James 19 01 2000 © 2000 by Winthrop Publications Limited 2000 licensed reuse rights only Team Loyalty Fan Socialization Team Fans Professional Football Sport Fans IJSMS 2/1 19/9/02 12:36 pm Page 23 Creation of a Professional Te Keywords: Team...