Articles
An Examination of Partitioned Pricing and the Influence of Culture and Familiarity on Sport Consumer Behavior
Misun Won and Stephen L. Shapiro
The Effect of Advertising on Sales and Brand Equity in Small Sport Businesses
Ted Hayduk and Matthew Walker
Investigation of eSports Playing Intention Formation: The Moderating Impact of Gender
Wooyoung (William) Jang and Kevin K. Byon
A Run for Their Money: Examining Changes in Runners’ Event-Related Expenditures
Colin Lopez, Koo Yul Kim, Joris Drayer and Jeremy Scott Jordan
Applying the Customer-Centric Model to the Investigation of Brand Communities of Professional Sports Teams
Anat Toder Alon and Avichai Shuv-Ami
Sequential Effects of Indirect, Direct, and Virtual Sport Experiences on Consumer Learning
Yongjae Kim, Seungbum Lee and Younghan Lee
