... to enhance brand equity. This study aimed to examine the influence of consumers’ involvement, emotions, and attitude toward Beijing Olympic Games on the branding effects of the event. Design/methodology/approach Participants (N=556) were university students in China who had watched at least some...

...Jeananne Nicholls; Kurt Schimmel; Dean Manna; Norman Schnurr; Steven Clinton Purpose Sports’ team websites are the front door to their relationship management programs with teams’ fan bases. As such, consumer attitudes toward these websites are a vital and important measure for the success...