... of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Brand equity Sports venues Social media COVID-19 Content analysis Qualitative Marketing Sport communication In early 2021, COVID-19 vaccination rollouts began in earnest in the USA. In support of efforts...

..., the purpose of this paper is to help scholars understand future research directions to improve our knowledge of sports marketing and sponsorship. Design/methodology/approach This study used content analysis that incorporated three multidimensional measures and applied social network analysis in order...

... the content analysis for the 12 games of the RWC, while another coder conducted the content analysis for the Heineken Open, the Wellington Sevens, and the T20 cricket. Each coder was a graduate-level student and received extensive training on the coding categories from the first author. Prior to coding...

...Sarah Kelly; Michael Ireland; Frank Alpert; John Mangan Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a content analysis of alcohol sponsors' leveraging across popular...

... greater than actually existed, bringing into question the effectiveness of the Olympics' 'clean venue' policy. © 2008 by Winthrop Publications Limited 2008 licensed reuse rights only logos signage billboards clean venue policy brand protection content analysis Winning the Olympic...

...B. Christine Green; Carla Costa; Maureen Fitzgerald Sport events have become an important component of many city marketing plans. Media coverage is believed to increase awareness of the host city. This study reports the results of a content analysis of 2002 NCAA Women's Final Four telecasts. Event...