Purpose: Drawing on signaling theory, this paper aims to argue in favor of a “placebo outsourcing effect” (POE) consisting of a positive relationship between provider’s bluffing and customer satisfaction. Design/methodology/approach: The authors applied prediction-oriented segmentation...

Purpose: The purpose of this paper is to reveal the conditions that facilitate or hinder a favorable reaction of fans to the resurrection of sport club brands. Design/methodology/approach: The proposed model was empirically tested by applying partial least squares-SEM to a sample of 462 fans of...