Although advertising theorists have suggested that for maximum effectiveness the type of message appeal needs to match the type of service offered (i.e., a rational advertisement message appeal is more effective for a utilitarian service; an emotional advertisement message approach is suitable for...

Purpose: While each genre and gender has been revealed as significant moderators for esports gameplay intention, exploring the interaction effects between genre and gender could broaden our understanding of the drivers’ relative effects on esports gameplay intention. Thus, the purpose of this...

Contents: 1. Introduction to the research handbook on sport and covid-19 / Paul M. Pedersen -- Part I. Sport management -- 2. Economics lessons from sports during the covid-19 pandemic / Carl Singleton, Alex Bryson, Peter Dolton, James Reade and Dominik Schreyer -- 3. The impact of covid-19 on...