This study aims to provide a scientific and extensive review of behavioral intention studies in sports marketing research. Also, it informs directions for further studies that help in progressing sports marketing research. 362 articles were extracted using the Scopus database, and an extensive...

Purpose - This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...

This study aims to analyze, through structural equation modelling, the interaction between the variables of congruence, trust, commitment, satisfaction and word of mouth (WOM) in the context of a virtual sporting event, determining the significant relationships between these variables and their...

This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...

We propose a fundamental valuation model for sports clubs and stadia using discounted (adjusted) revenues. We argue that a sports club is a "quasi firm" that aims to balance budgets, achieve an efficient allocation of financial resources, and maximize revenues. Under this objective the sports...

Our study aims to identify the effects of the fulfilment of sport consumption motives on the components of fan commitment and their effects on loyal fan behaviour. Utilising a sample of 707 business psychology students, we measured the fulfilment of sport consumption motives, fan commitment and...

This study examines the determinants of away fan attendance in Germany’s top three football divisions over six seasons and assesses its impact on match outcomes. The analysis reveals that, after conditioning on home and away teams, distance and kick-off time are the most important predictors...

This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the research evidence for crowdfunding and considers how it might be successfully implemented....

This study aims to provide a scientific and extensive review of behavioral intention studies in sports marketing research. Also, it informs directions for further studies that help in progressing sports marketing research. 362 articles were extracted using the Scopus database, and an extensive...

The European Commission has its own logo as an institution. This logo is the predominant identifier of the Commission and its visibility ensures cohesion and consistency across all corporate communication. Creating a parallel visual identity would be confusing. For this reason, the European Week...

The European Commission has its own logo as an institution. This logo is the predominant identifier of the Commission and its visibility ensures cohesion and consistency across all corporate communication. Creating a parallel visual identity would be confusing. For this reason, the European Week...

The concept of impact, referring to short-term effects resulting from the implementation of sustainability practices and initiatives, and its connection to the longer term perception of sustainability for the brand, is becoming increasingly pervasive in various businesses, including the sports...

This paper proposes a research model for investigating the effect on fan satisfaction and fan loyalty of the three dimensions of the customer engagement construct on Mobile Instant Messaging Apps when they are used as Engagement Platforms in a conversational marketing approach. To test the...

This study aims to investigate the relevance of brand trust and customer satisfaction to sports marketing practices. A sample population of 150 e-commerce and online advertising professionals will be analyzed using various methods, including regression analysis, descriptive statistics, and...