... 04 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Women’s sport Gender equity Consumer behavior Latent profile analysis Sports Cross-national survey Women’s sports are experiencing growing popularity, marked...

... Consumer behavior Co-brand Signaling theory Spillover effect ANCOVA For sport entities seeking to generate additional revenue by selling merchandise and apparel, two similar but operationally distinct strategies are often employed. These two strategies are that of licensing and branded merchandise...

... in availability compared to an event in which availability is not an issue (Wann et al., 2004). Furthermore, promoting limited room availability on the secondary market impacts consumer purchase decisions (Kurata and Bonifield, 2007). However, an understanding of consumer behavior when these two products...

...: possible surplus values but also new challenges. On the one hand, opportunities such as a relatively easy worldwide distribution, a global brand visibility, broad data tracking opportunities for deeper consumer behavior insights as well as the chance to gain the fans' privacy data and marketing...

... of sponsorship networks on consumer behavior. Findings Based on a review of the multiple sponsorships literature, the authors propose an innovative theoretical framework and a set of research propositions. The model considers simultaneously the potential relations between sponsors, sponsees and ambushers...