The Effect of League Brand on the Relationship Between the Team Brand and Behavioral Intentions: A Formative Approach Examining Brand Associations and Brand Relationships
Thilo Kunkel, Daniel C. Funk, and Daniel Lock
Does Spectatorship Increase Happiness? The Energy Perspective
Wonseok Jang, Yong Jae Ko, Daniel L. Wann, and Daehwan Kim
Elite Female Athletes’ Perceptions of New Media Use Relating to Their Careers: A Qualitative Analysis
Andrea N. Geurin
Existence of Mixed Emotions During Consumption of a Sporting Event: A Real-Time Measure Approach
Jun Woo Kim, Marshall Magnusen, and Hyun-Woo Lee
Is There Economic Discrimination on Sport Social Media? An Analysis of Major League Baseball
Nicholas M. Watanabe, Grace Yan, Brian P. Soebbing, and Ann Pegoraro
A Systematic Methodology for Preserving the Whole in Large-Scale Qualitative-Temporal Research
Orland Hoeber, Ryan Snelgrove, Larena Hoeber, and Laura Wood
Why Do Marketing Relationships End? Findings From an Integrated Model of Sport Sponsorship Decision-Making
Jonathan A. Jensen and T. Bettina Cornwell
Sport Spectatorship and Life Satisfaction: A Multicountry Investigation
Yuhei Inoue, Mikihiro Sato, Kevin Filo, James Du, and Daniel C. Funk