Purpose: This study is a micro-level perspective of value co-creation in spectator sport. By examining sport through the value co-creation lens, the dual role of the customer as both a contributor to and a beneficiary of value is acknowledged and the importance of stakeholder interactions is...

Immigrants can utilize sport as a vehicle for maintaining cultural identity. Conversely, sport participation provides immigrants with opportunities for adopting an entirely new culture. Previous research also suggests that sport provides individuals with opportunities for attaining social...

The purpose of this study was to develop the Scale of Market Demand to assess general market demand factors affecting the consumption of professional team sports, which was completed through the following five steps: (a) formulation of a theoretical framework, (b) development of a preliminary...