, contributing, and creating activities) on sports teams' brand equity. Data for the study were obtained from 347 respondents who … followed their favourite sports teams on SNS. Partial least squares structural equation modeling (PLS-SEM) was used to analyse … engagement behaviour. Also, customer engagement behaviour, that is, consuming and contributing activities, influences sports …

This study aims to investigate the relevance of brand trust and customer satisfaction to sports marketing practices. A … regression analysis, descriptive statistics, and factor analysis. The findings will provide insights for sports marketers in …

of its customers are relevant to the practice of sports marketing. The goal of this study was to use a number of … employed in the industry of sport management have been deemed competent, as decided by a committee of five knowledgeable … trust and enjoyment of customers in sports advertising. These elements include, but are not limited to, institutional faith …