| eSport vs. Sport: A Comparison of Spectator Motives |
17 |
| The Influence of Emotions on Game and Service Satisfaction and Behavioral Intention in Winning and Losing Situations: Moderating Effect of Indentification with the Team |
10 |
| Service Quality, Perceived Value, and Fan Engagement: Case of Shanghai Formula One Racing |
9 |
| How I Perform is Not Enough: Exploring Branding Barriers Faced by Elite Female Athletes |
7 |
| No Is Not Low: Improving the Assessment of Sport Team Identification |
6 |
| An Experimental Examination of Activist Type and Effort on Brand Image and Purchase Intentions |
5 |
| Meta-Analytic Review of Sport Consumption: Factors Affecting Attendance to Sporting Events |
4 |
| A Conceptual Framework for Retro Marketing in Sport |
3 |
| Sponsorship of the 2016 Rio Olympic Games: An Empirical Examination of the Reactions to Local Sponsors and Rival Brands |
3 |
| The Impact of Mega Sporting Events on Host Country's Destination Images: The Cases of the 2014 Sochi Winter Olympics and 2015 Beijing IAAF World Championships |
3 |
| The Impact of Self-Continuity on Fans' Pride and Word-of-Mouth Recommendations: The Moderating Effects of Team Performance and Social Responsibility Associations |
3 |
| Follower Segments Within and Across the Social Media Networks of Major Professional Sport Organizations |
2 |
| The Evolution of Media Reporting of Ambush Marketing |
2 |
| Perceived Influence of Word-of-Mouth Recommendation on Sport-Watching Behavior: A Gender Difference Perspective |
2 |
| Exploring the Relative Effectiveness of Emotional, Rational, and Combination Advertising Appeals on Sport Consumer Behavior |
2 |
| An Examination of Employees' Response to Sponsorship: The Role of Team Identification |
2 |
| From BIRFing to BIRGing: A 10-Year Study of the Psychology of Cubs Fans |
2 |
| Types of Brand Transgressions and Consumers' Moral Reasoning Strategies on an Endorser |
2 |
| An Experimental Approach to Assessing the Effectiveness of Official Sponsor Designations in an Ambush Marketing Scenario |
2 |
| The Impact of Brand-Event Fit in Virtual Advertising on Sport Television Viewers' Brand Attitudes |
1 |
| The Impact of Gender Expression on Female Athlete Endorser Effectiveness |
1 |
| The Effectiveness of Advertising Embedded in Televised Sport Programming: How Team Performance Influences de Formation |
1 |
| Assessing the Impact of Sponsor Asset Selection, Intangible Rights, and Activation on Sponsorship Effectiveness |
1 |
| Understanding Consumer Behaviors in Virtual Golf: Differences in Leisure Constraints |
1 |
| Worth the Price of Admission? The Mediating Effect of Perceived Value on Ticket Purchase Intention |
1 |
| Smart Sports Fans: Factors Influencing Sport Consumption on Smartphones |
0 |
| Corporate Sponsorship in College Football: An fMRI Study Measuring the Effectiveness of Corporate Branding Across Rival Teams |
0 |
| Nonlocal Fandom: Effects of Geographic Distance, Geographic Identity, and Local Competition on Team Identification |
0 |
| How Major League Teams Hire Entry-Level Ticket Sales Representatives: A Qualitative Analysis |
0 |
| Development and Assessment of a Scale to Measure Daily Fantasy Sport Motives |
0 |
| Nonprofit Organizations as Sponsors: An Investigation of Positive Word of Mouth and Donation Choice as a Result of Sponsorship |
0 |
| Motivation for Giving to NCAA Division II Athletics |
0 |
| Do the NFL's Ticket Allocation Practices Create Economic Injury to Consumers: A Review of Recent Litigation |
0 |
| Can Concessions Take You Out to the Ballpark? An Investigation of Concessions Motivation |
0 |
| The Link Between Brand Equity and On-Field Performance in Professional Sports: An Exploratory Study |
0 |
| What's in a Name? A Case Study of NBA Baskeball in Charlotte |
0 |
