... and interdisciplinary collaboration, it offers a framework for more nuanced, evidence-based insights into sport fan behaviour and identifies future research directions that can stimulate innovation in Sport marketing. Charlie Connor can be contacted at: charlie.connor@leedsbeckett.ac.uk 23 01 2026 28...

... ; Pastel et al., 2023 ; Walls et al., 1998), sport equipment development (IJsselsteijn et al., 2004), sport psychology (Bird, 2020 ; Kim and Ko, 2019 ; Liu et al., 2022 ; Uhm et al., 2023), event management (Capasa et al., 2022) and sport marketing...

... contributes to sport marketing literature by focusing on the mostly overlooked phenomena of negative fan perceptions of athlete endorsement. The insights are of use to athletes, brand managers, and communication strategists, enabling them to better manage endorsement decisions, maintain fan trust and avoid...

... Limited Licensed re-use rights only Social TV Major League Soccer Fans Sport marketing Glocalization Thus, the current study reinforces that consumer research tradition substantiated by cultural perspectives helps broadening sports marketing discussions, mainly in the process to deal...

... sporting events through unauthorized hashtag usage, necessary advances in sport marketing research. Nicholas Burton can be contacted at: nburton@brocku.ca 17 01 2020 15 04 2020 10 07 2020 20 07 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed...

..., communicate regularly, and develop a sense of community with and among ambassadors. Originality/value This study contributes to the limited sport management research on sponsored UGB and offers theoretical and practical implications in the areas of sport marketing and branding. Other studies from...

... Publishing Limited Licensed re-use rights only Perceived value Sport marketing Value co-creation NASCAR Sport spectator Sport value framework In sport management, scholars have investigated the role of sport organizations in the live event setting and found that high levels of service...

... on the brand personality perceptions of the highly identified fans of football teams, known in the literature as realized brand personality. However, a thorough understanding of the particular concept requires also the perspective of sport marketers who may perceive the brand personality in a different manner...

...Zach Scola; Brian S. Gordon Purpose The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers. Design/methodology/approach Fourteen sport marketers involved in their team’s marketing and utilized retro participated...

...Reinhard E. Kunz; Franziska Elsässer; James Santomier Purpose The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising...

... of sponsor in an emerging market setting, Turkey, which promises growth in sports market and sponsorship. Although the academic interest on the subject has increased and several studies have been conducted in recent years (e.g. Spais and Johnston, 2014 ; Delia, 2014 ; Biscaia and Correia, 2013 ; Mao...

... is useful for phenomenological research, granular methods are needed to uncover strategies that differentiate high and low performers. © Emerald Group Publishing Limited 2016 Alignment Sales National Hockey League Sport marketing Structural incentives The disciplines of marketing...

... and train, besides school tastes so much better when you know that you’ll get to train after school (Member B). © Emerald Group Publishing Limited 2012 Sports Adolescents Social media Netnography Sport participation Sport marketing Brands, products and consumption behavior...