Intl J Sports Mar Sponsor
Introduction
International Journal of Sports Marketing and sponsorship, 27(2)
INTEREST CATEGORY: SECTORS
POSTING TYPE: TOCs
Guest editorial: Fundamentals of case study research for sport marketing studies
—Yehan Zhang; Boya Zhang; Ji Wu; James J. Zhang []
Associative personalities: investigating the impact of gender personality congruence between sport brands and individuals on life satisfaction
—Susmit S. Gulavani; Shushan Dai ; James Du; Mikihiro Sato; Joshua Newman []
Successful operations of private youth sports academies in China: a case study of Cao Yanhua Table Tennis School in Shanghai
—Chen Fan; Don Lee; Dan S. Johnston; Yi Zhang []
Client retention strategies of early-career personal trainers: a case study of UGA Ramsey center
—Caner Özgen; Metin Argan ; Shelby Nicole Glasgow; Arif Yüce []
Centralizing sponsorship management in multi-divisional voluntary sports clubs: a multiple case study approach
—Luc Schulz; Romano Marco Keller-Meier; Grazia Lang; Siegfried Nagel; Raphael Stieger … []
Power play: the future of college football in an era of centralization
—Mary P. Harrison; Darin W. White ; Nathan Kirkpatrick []
Comparative case study of X-based fan discourse in esports vs. traditional sports: 2024 MSI and 2023 NBA Finals Game 5
—Tae Woong Yoo ; Yonghwan Chang; George B. Cunningham []
From global to local: a semiotic analysis of lululemon’s sport marketing symbol system evolution in China
—Yihua Zhao; Xiaofeng Chen [Google Scholar]
Voices of change through COLLECTIVE VISIBILITY: a case of women’s empowerment in sport
—Vanessa Ã…sell Tsuruga; Christos Anagnostopoulos [Google Scholar]
Negotiating sexuality, identity and marketplace culture: a case study on Gen Z’s interpretations of Durex’s esports sponsorship in China
—Shuqi Li; Donna Wong; Yue Meng-Lewis []
Alcohol-free branding in formula one: stealth marketing strategy or something more?
—Massimo Ruberti; Andrea La Martina []