Dwyer, Brendan; Shapiro, Stephen L.; Drayer, Joris - In: International Journal of Sports Marketing and Sponsorship 25 (2024) 3, pp. 483-498
Purpose The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty. Design/methodology/approach A total of 1,555 National...