... at: lane_wakefield@baylor.edu 10 06 2024 30 09 2024 30 12 2024 24 02 2025 25 02 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Sports marketing Sport brands Sport teams Participants were recruited from Amazon’s...

... sponsorship (Cliffe and Motion, 2005 ; Javalgi et al., 1994 ; Weinberger and Wallendorf, 2012) and recreational venue sponsorship (Cahill and Meenaghan, 2013 ; Grohs et al., 2012). Sponsorship context Sponsorship property Sponsee Cause marketing Sports marketing Sponsorship...

.... Originality/value This paper is based on the behavioral nature of engagement in virtual brand communities, which is an increasing topic of interest. To date, few studies have examined online engagement using a practice approach specifically in the sports marketing context. To date, several studies have...

... engagement in social media. The results presented are relevant and helpful for a multitude of actors, including FCs and other sports clubs, companies targeting football fans and researchers interested in social media and sports marketing. Dr Thomas Aichner can be contacted at: mail@thomasaichner.eu...

... consumer. In addition, the study tests a model that aggregates several constructs with empirical data for other researchers to better understand the phenomenon of attendance in stadiums and arenas. Sports marketing Sports consumer behaviour Stadiums Professional soccer clubs have different...

...Vanessa Ratten and Nnamdi Madichie; Vanessa Ratten Purpose – Sports marketing is a dynamic subject area linking academic research, marketing practitioners and public policy planners. This special issue of Marketing Intelligence and Planning focusses on “The Dynamics of Sports Marketing...