Intl J Sports Mar Sponsorship
Introduction
International Journal of Sports Marketing and Sponsorship, 23(4)
INTEREST CATEGORY: SECTORS
POSTING TYPE: TOCs
Netizens’ behavior towards a blockchain-based esports framework: a TPB and machine learning integrated approach
—Jitendra Yadav, Madhvendra Misra, Nripendra P. Rana, Kuldeep Singh, Sam Goundar [Google Scholar]
A comparative analysis of sports gambling in the United States
—Brendan Dwyer, Ted Hayduk, Joris Drayer []
Gym users: an enabler in creating an acceptance of sports and fitness wearable devices in India
—Prashant Raman, Kumar Aashish []
A re-examination of conspicuous sport consumption theory on golf and skiing from leisure involvement perspective
—Huimin Song, Ting-ting Zeng, Brian H. Yim []
Reversing equity transfer in sponsorship for competitive advantage of emerging local events: quantitative evidence from an experimental study
—Jerred Junqi Wang, Tyreal Yizhou Qian, Bo Li, Brandon Mastromartino []
When sports sponsorship incurs brand risk: the roles of team performance, brand familiarity and team identification
—Shaofeng Yuan, Ying Gao []
An acceptance model for sports technologies: the effects of sports motivation, sports type and context-aware characteristics
—Yusuf Oc, Aysegul Toker []
Competence inference from muscle: how and when trainers’ muscle mass impacts service purchase of personal fitness training
—Sangchul Park, Shinhyoung Lee, Hyun-Woo Lee [Google Scholar]
Factors affecting users’ stickiness of fitness apps: an empirical study based on the S-O-R perspective
—Xianzhong Teng, Zheshi Bao []
Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020
—Dan Li, Nicholas Masafumi Watanabe []