Kumar, Chethan; George, Tijo - In: Cogent business & management 11 (2024) 1, pp. 1-24
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 … revealed four distinct research clusters, themed (a) Sponsorship in sports marketing, (b) Sports as service, (c) Behavioral …