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The purpose of this paper is to propose a conceptual model and to investigate the relationships among internal marketing, organizational commitment and job performance in sport and fitness services.Design/methodology/approachData were collected using a questionnaire survey from 254 employees at...
The objective of this research is to understand and compare the perceived brand positioning of two football megabrands (Adidas and Nike) for a specific social group, the registered amateur football players in France, using the social representation theory (SRT) as the theoretical framework and...
The overall aim of this study is to improve our understanding of the strength of attraction factors of professional football club brands with foreign fans, and of the influence of demographics and individual characteristics on the influence of these factors in the context of sport spectatorship...
This study investigates three issues associated with playing sports video games: the correlates of participation (and its intensity) in this type of activity, their complementarity with traditional sports and their perception as sport. Given the scarcity of data on esports participation, these...
The purpose of this study was to examine whether watching a live track cycling event could increase youths' intention to participate in the sport, and to identify cognitive and affective mechanisms associated with post-event intentions.Design/methodology/approachA sample of youth spectators (n =...
Although sports fans have increased their use of digital media to consume sport, especially at professional sport venues, it is unknown the extent to which patrons of said venues are utilizing venue services for these activities. As such, this study asks: (1) How much data do patrons at a sports...
This study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.Design/methodology/approachTo discover differences in donation...
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