Purpose: This study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand...

Purpose This study investigated how sources of information across social media platforms influence fantasy users’ sport consumption and enhance their performance expectancy. Specifically, we examined the effects of social media-related motivation on fantasy users’ playing skills, sense of...

"Contemporary sports have transformed from entertainment activities that bring people together to a lucrative business that sparks sport fans to engage and share content on social media. A successful sport event promotes the visibility of sponsors' brands, cultivates a dedicated following for...

Purpose: This study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world?...

Purpose: The purpose of this paper is to investigate the effects of process and outcome quality on fitness members’ delight and satisfaction. Furthermore, the relationships between delight, satisfaction and behavioural intention are investigated. Design/methodology/approach: Data were...

Purpose: The purpose of this paper is to investigate the impacts of peripheral service quality on football match spectators’ emotions and behavioural intention. Design/methodology/approach: Data were obtained from a survey of 342 spectators of professional league football in Malaysia and...