...@polimi.it 15 10 2019 02 04 2020 28 05 2020 03 06 2020 03 06 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Soccer Machine learning Marketing Prediction eSport Sport consumption The theoretical background...

... challenging aspects included not wanting to come across as a marketer, self-inflicted pressure to perform a certain way for the brand, pressure to purchase products, and lack of clear communication from the brand. Research limitations/implications As this study was qualitative, the findings are unique...

...Christofer Laurell; Sten Soderman Purpose The purpose of this paper is to provide a systematic review of articles on sport published in leading business studies journals within marketing, organisational studies and strategy. Design/methodology/approach Based on a review of 38 identified...

... at the cognitive, affective and conative levels. Originality/value This research emphasizes the managerial implications for stakeholders involved in sponsorship and ambush marketing actions in order to maximize their investment. The model provides a comprehensive understanding of the complex nature...

... identity of individuals and the extent to which they have acculturated to the host culture. Marketing plays a key role in engaging newcomers in sport because both participation and spectatorship require some form of promotion to communicate and encourage the engagement of newcomers. Typically...

... with insights on how to enhance the member experience. While the present study represents only one case, the researchers believe there are key factors to call attention to for NFL marketers considering a brand extension aimed at women. Practical implications – The results provide marketers with useful...

...David Cook Haigh, G. Uncertain Corridors: Writings on Modern Cricket London Simon Schuster Publishing 2014 323pp. 1-47113-280-3 9.99 © Emerald Group Publishing Limited 2015 --> Marketing Governance Commercialization Cricket T20 Gideon...

... the relationship between motivation and purchase decisions, marketers would want to recognize the differences and develop appropriate marketing strategies and appeals. The purpose of this paper, therefore, is to: explore the relationship between consumers’ purchase motivations to show support for university...

...Seungbum Lee; Stephen D. Ross Purpose The purpose of this study is to identify the decision making factors of sport sponsorship in the global market context using Analytic Hierarchy Process (AHP). Design/methodology/approach To facilitate AHP hierarchy construction, three criteria level...

... and sport‐related products, it is the use of these endorsers to promote non‐sport products that raises questions about their appropriateness as a marketing tool. Therefore, the purpose of this study is to develop an explanatory model that analyzes athlete endorser effectiveness in promoting non‐sport...