Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams...

"This book examines the initial impact of the coronavirus pandemic on global sport and the varying consequences of the sport shutdown on all levels of society. It also considers the 'way out' for stakeholders and how they can attempt to get back to where they were before the pandemic. Featuring...

Consumer engagement is defined as a multidimensional concept in this study via the identification of members of a sports club social network and consumer identification with a sports club brand on social networks. Hence, the study focuses on sports clubs that engage with their customers through...