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Marketers and brand managers are subject to reputational crises when their endorsers are involved in scandals. To effectively manage such crises, it is imperative to understand (1) the underlying mechanisms through which consumers process negative information surrounding morally tainted...
Niche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and targeting them effectively can assist in both developing the fan base and competing for investments like sponsorships...
The current study postulated that fans' social identities (derived from the team sport clubs of which they perceive themselves to be members) coexist with their personal identities (derived from views of themselves as unique, individual sport fans). The study examined the relationship between...
As big data (BD) has increasingly become an important tool for managers and researchers to transform sport management practices, the purpose of this research is to highlight diverse data sources and modern analytical techniques that will leverage BD as a means to advance scholarship in sport...
This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the dataset to uncover how official sponsors of the Canadian and Australian Commonwealth Games teams were...
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