...Diego Gutierrez; James J. Zboja; Kristie Briggs; Kathleen M. Sheehan Purpose The primary purpose of this study is to examine how fan attendance at team special events and player appearances impact fan consumption (as measured by merchandise sales). Insights obtained could shed light...

...Norm O'Reilly; George Foster; Ryan Murray; Carlos Shimizu Purpose – The purchase drivers of merchandise sales rank in professional sport are examined at both a conceptual and an empirical level. The paper aims to discuss these issues. Design/methodology/approach – A database was constructed...