... among football media consumer audiences as one of the main markets worldwide. Brazilian MLS consumers play the role of fans to converge between TV media and digital platforms, in a phenomenon that has been called Social TV. Design/methodology/approach The aim of the current research...

...Erik Winell; John Armbrecht; Erik Lundberg; Jonas Nilsson Purpose The purpose of this paper is to develop a holistic understanding of extant studies addressing the impact of commercialization on fans of elite sports. Design/methodology/approach In doing this, the authors performed a structured...

...Guillaume Bodet; Hui (Eric) Geng; Nicolas Chanavat; Chengcheng Wang Purpose The overall aim of this study is to improve our understanding of the strength of attraction factors of professional football club brands with foreign fans, and of the influence of demographics and individual...

...Joon K. Kim; Kevin Hull Purpose Using uses and gratifications theory as a guide, the purpose of this paper is to examine how fans are engaging with Major League Baseball (MLB) teams that are utilizing Instagram postings to demonstrate sporting, business, and social objectives. Design...

...Daniel Maderer; Dirk Holtbruegge; Rachel Woodland Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions...

...Professor Harald Dolles and Professor Sten Söderman; Daniel Hoegele; Sascha L. Schmidt; Benno Torgler Purpose – The purpose of this paper is to examine the effect of superstars (and other factors) on football fans’ attraction to competition (i.e. disloyal behavior). Design/methodology...

... major league teams, North American major league attendance is dropping. The authors aim to argue that team management could keep their attention, strengthen the team‐fan bond, and increase attendance and overall revenue, by giving their fans input into decisions related to the team's on‐field, on‐court...

... between on‐field and off‐field measures of performance are also often problematic, adding further complications to decision making and management. Fans (customers) are producers and consumers – whenever a customer in an industry such as engineering or financial services makes a product selection...