... in the professional sports league. Particularly, this is critical under the recent circumstance where the globalization of sports products becomes the central strategic issue of the world-class leagues. Design/methodology/approach In this paper, the external effect of star players migrated from three Asian...

... Maple Leafs vs Football Club Barcelona: how two legendary sports teams built their brand equity Keywords brand equity professional sports strategy hockey soccer André Richelieu Professor, Marketing Department, Faculty of Business Administration Université Laval, Pavillon Palasis Prince, Office 2429...

... sports A post modern conception of the product and its applications to professional sports Keywords post modern experiential consumers professional sports RESEARCH PAPER André Richelieu Assistant Professor of Marketing, Faculte des Sciences de L Administration, Universite Laval, Quebec, Canada Tel: +1...

...James J. Zhang; Eddie T. C. Lam; Daniel P. Connaughton The purpose of this study was to examine the relationship between general market demands and consumption levels of professional sport consumers. This study was accomplished through: (a) validating the theoretical constructs of general market...