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INTEREST CATEGORY: SECTORS
POSTING TYPE: TOCs

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More than performance: configurational paths from footballer brand image to fans’ emotional attachment and brand-related intentions
—Pablo J. López-Tenorio; Jose Ruiz-Alba ; Jesús de Matías Batalla []

Associations among the Premier League’s social media marketing activities, consumer relationship quality and consumers’ word-of-mouth intention in the Chinese market
—Bingxu Cheng; Do Young Pyun; Serhat Yilmaz []

Portrayals of wellness and health promotion in Super Bowl commercials: a content analysis study
—Collin A. Webster; Michael Sollitto; Lon Seiger []

Preferences for attributes of running events: evidence from a choice experiment among recreational runners
—Kai Rommel; Jürgen Meyerhoff []

Gen Z’s expectations for the NFL: aligning corporate social responsibility with a values-driven generation
—Yong Chae Rhee; Kyungun Kim; Wanyoung Ha ; Justin Barnes []

Special ticket packages and stadium giveaway promotions and the effect on demand for live sporting events
—Jeffrey Cisyk []

Assessing the impact of female athlete endorsers on brands: a focus on Olympic athletes
—Teng Liu; Weimin Chen; Shenyuan Xue ; Cisheng Wu []

Corporate social responsibility as a risk insurance strategy for sports sponsorships
—Stefan Walzel ; Anton Behrens; Nicolas Reuland []

Corporate social responsibility interactivity and fan loyalty: exploring value-in-use in digital sports communities
—Fong-Jia Wang; Weisheng Chiu; Heetae Cho []

Understanding the factors that drive AI adoption among sports consumers – an extended TAM perspective
—Joern Schlimm; Christoph Breuer []

When brand meets sport: a study of the interactive effects of brand perception and sport type on brand attitude
—Zhimin Zhou; Nadilai Aisihaer; Jue Wu; Shaojie Zhang []

Non-mega sport policy and economic development – a quasi-natural experiment based on the “National Football Model Counties�
—Wenjing Liu; Fuxing Zhai ; Yufei Bai; Jing Guan []