Purpose – The reason patrons cease to attend sporting events is not well understood. The purpose of this paper is to examine how factors motivate and inhibit patronage from continuing. Design/methodology/approach – A random sample of a sport franchise's fan database ( n =308) is drawn....

Purpose: Given the increased competition among running events, it is important for event organizers to comprehend how they can retain a base of loyal customers. The purpose of the present study was to investigate the association between sport event personality and...

Purpose: The purpose of this paper is to test the psychometric properties of the Team Brand Personality Scale by Blank et al. (2013, 2018) in the context of the professional football clubs in Greece, based on the perceptions of fans for their own team and the rival team. The brand personality...

Purpose – The purpose of this paper is to test: the applicability of Aaker’s (1997) brand personality model in the context of mountain running races; and the influence of event personality on event involvement and loyalty. Design/methodology/approach – In total, 177 runners ( n =177) at...