Guest Editors: Dr. Anna Zarkada and Prof. John Douvis
An advancement in the study of marketing partnership longevity: analysing sport sponsorship survival
Jonathan A. Jensen; David Head
The brand attachment and consumer behaviour in sports marketing contexts: the case of football fans in Portugal
Carla Barbosa Vieira; Bruno Sousa
Perceived motivation in football/futsal practice according to players and coaches approaches: a tool of strategic management
Dina Alexandra Marques Miragaia; Francisco César Pereira Monteiro Guedes
Relationships as strategic assets: a sport fan equity approach
Young Do Kim; Yukyoum Kim; Marshall J. Magnusen; Daekwan Kim
The structure, content and context of achieved celebrity brands: a study of footballers in their brandscapes
Anna Zarkada; Eugenia Tzoumaka
The role of patriotism in the city-brand-sport-event relationship
Ilias Kapareliotis; Katerina Voutsina
Perceived fan associations with MLB teams: bask inspite of reflected failure versus cut off reflected success
DongHun Lee; Michael Cottingham; Shannon Powers; Leeseob Maeng
Determinants of the intention to participate in semi-marathons events
Konstantinos Koronios; Panagiotis E. Dimitropoulos; Athanasios Kriemadis; John Douvis; Andreas Papadopoulos
