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Adopting an integrative literature review approach, this study synthesized sport relationship marketing (SRM) articles to gain insight into how relationship marketing in sport-related studies is presently understood, interpreted, and utilized. Informed by two decades of SRM literature, we synthesized our findings into a conceptual model that presents the systematic dimensions of SRM. This model transforms the theoretical contributions of the field’s scholars into actionable insights for both scholars and practitioners’ use. The work concludes by identifying specific future research to test and refine the proposed SRM model.
Abeza is with the Department of Kinesiology, Sport Management, Towson University, Towson, MD, USA. Finch is with the School of Business, Mount Royal University, Calgary, Alberta, Canada. O’Reilly is with the College of Business and Economics, University of Guelph, Guelph, Ontario, Canada. MacIntosh is with the School of Human Kinetics, Faculty of Health Sciences, University of Ottawa, Ottawa, Ontario, Canada. Nadeau is with the School of Business, Nipissing University, North Bay, Ontario, Canada.