... © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Marketing performance Mega sport event Soccer Sponsorship Sport Sport marketing Funding: The authors declare that no funds, grants or other support were received for this study...

... at: chenchenyueh@ntsu.edu.tw 15 10 2025 25 11 2025 05 01 2026 05 01 2026 20 01 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Sport marketing Perceived novelty Hedonic perception Brand attitude Sport management...

... al., 2022 ; Stegmann et al., 2023b ; Yoshida et al., 2023). Sport marketing Fan behaviour Digitalisation Fan identification Sport management © Pascal Stegmann, Tim Ströbel and Norm O'Reilly 2025 Pascal Stegmann, Tim Ströbel and Norm O'Reilly Published...

... practices. Additionally, pressures from football institutions were more persuasive in adopting governance rather than operational practices. Sport ecology Sustainability Environmental attitudes Consumer behavior Sport marketing Corporate social responsibility Sport has long been understood...

...Pascal Stegmann; Daniel Matyas; Tim Ströbel Purpose Novel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by facilitating engagement behavior. However, it remains unclear...

... at: keevan.statz@asu.edu One theoretical framework guiding sport marketing scholars’ inquiry into fan identification is social identity theory (Lock and Heere, 2017). Social identity is defined as “that part of an individual’s self-concept which derives from knowledge of membership in a social group (or groups...

... Licensed re-use rights only Sport sponsorship Engagement Experimental design Sport marketing Customer engagement has become an increasingly aspirational outcome of marketing activities because it can lead to an increased reputation (van Doorn et al., 2010), higher revenues (Azer...

... at: bdwyer@vcu.edu 25 03 2021 10 08 2021 21 09 2021 22 09 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Self-concept Sport marketing Sport consumer behavior Sport fan behavior Sports betting Sports gambling...

...). Team identification has received much attention from sport marketing researchers due to its ability to predict sport consumption behavior (e.g. Fink et al., 2009 ; Fisher and Wakefield, 1998). We adopted the definition of team identification from Fisher and Wakefield (1998) to distinguish...

...Joshua M. Lupinek Purpose The purpose of this paper is to add a needed sport foundation for the brand community conversation evolution within the International Journal of Sports Marketing and Sponsorship (Popp et al., 2016; Richelieu, 2008; Trail et al., 2016) from...

... Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Brand knowledge Sport marketing Dual information processing Event sponsorship Reaction time measurement With the growth of commercial sponsorship and increasing efforts to secure sponsorship rights (Hoek...

... 07 07 2016 27 11 2016 24 02 2017 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Sport Sport marketing Sport sponsorship Fans Sponsorship brand experience Team brand experience There has been a growing investment...

... messages have targeted the 'global consumer,' and the recognition of a 'global brand' has come to epitomize successful sport marketing. Or, has it? Although global management practices present the possibility of expanded consumer markets, a number of marketing strategists have recently begun to question...

...Trevor Slack 21 10 1998 © 1999 by Winthrop Publications Limited 1999 licensed reuse rights only --> Sport Sponsorship Sport Marketing Alan Pascoe APA Fast Track Perspective: An Interview with Alan Pascoe Keywords: Sport Sponsorship, Sport Marketing...