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Rebecca M. Achen, John Kaczorowski, Trisha Horsmann and Alanda Ketzler

). Brand image and fan loyalty in professional team sport: A refined model and empirical assessment . Journal of Sport Management, 22 , 205 – 226 . doi:10.1123/jsm.22.2.205 10.1123/jsm.22.2.205 Beretvas , N. ( 2009 ). Hierarchical linear modeling . In J.P. Stevens (Eds.), Applied multivariate

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Bram Constandt, Els De Waegeneer and Annick Willem

 al., 2009 ). AOC serves as an important asset for soccer players, as well for soccer clubs. Players with a high AOC are more likely to experience benefits such as promotion options and stronger relationships, whereas AOC is also a key success factor within the context of nonprofessional team sport clubs by

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Mathieu Winand, Matthew Belot, Sebastian Merten and Dimitrios Kolyperas

-way or two-way street: An exploration of relationship promotion by professional athletes on Twitter . Communication & Sport, 2 ( 1 ), 80 – 99 . doi:10.1177/2167479512466387 10.1177/2167479512466387 Gibbs , C. , O’Reilly , N. , & Brunette , M. ( 2014 ). Professional team sport and Twitter

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Mark Lowes and Christopher Robillard

– 408 . doi:10.1123/ijsc.6.4.394 10.1123/ijsc.6.4.394 Gibbs , C. , O’Reilly , N. , & Brunette , M. ( 2014 ). Professional team sport and Twitter: Gratifications sought and obtained by followers . International Journal of Sport Communication, 7 ( 2 ), 188 – 213 . doi:10.1123/IJSC.2014-0005 10

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Bradley J. Baker, Jeremy S. Jordan and Daniel C. Funk

, 2017 ). IBISWorld estimates organized road racing is a $1.4 billion industry worldwide ( Wahba, 2015 ). Unlike professional team sport events that rely on spectator appeal, economic success of running events is driven by participant consumption ( Wicker, Hallmann, & Zhang, 2012 ). Yet, the explosive

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Jason Daniels, Thilo Kunkel and Adam Karg

). Population by age and sex, regions of Australia, 2012 . Retrieved from http://www.abs.gov.au/AUSSTATS/abs@.nsf/DetailsPage/3235.02012 Bauer , H.H. , Stokburger-Sauer , N.E. , & Exler , S. ( 2008 ). Brand image and fan loyalty in professional team sport: A refined model and empirical assessment

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Ted Hayduk III and Matt Walker

. , Groza , M.D. , & Walker , M. ( 2012 ). Attracting Facebook ‘fans’: The importance of authenticity and engagement as a social networking strategy for professional sport teams . Sport Marketing Quarterly, 21 ( 4 ), 221 . Ross , S.A. ( 1977 ). The determination of financial structure: The

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Sophie Knights, Emma Sherry, Mandy Ruddock-Hudson and Paul O’Halloran

) organizational support. These findings are likely generalizable to other professional team sport contexts globally. Second, this study also identified that although athletes were largely satisfied with the level of support they received from family and friends, many discussed the lack of support from their respective

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Ben Larkin and Janet S. Fink

, 24 , 183 – 197 . Lock , D. , Darcy , S. , & Taylor , T. ( 2009 ). Starting with a clean slate. Analysis of member identification with a new sport team . Sport Management Review, 12 , 15 – 25 . doi: 10.1016/j.smr.2008.09.001 Lock , D. , & Heere , B. ( 2017 ). Identity crisis: A

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Jun Woo Kim, Marshall Magnusen and Hyun-Woo Lee

understand and serve sport consumers. Although sport marketers are limited in their capabilities to measure the emotions of sport consumers at live sport events, they can strategize ways in which to respond to the on-field performance of their respective sport team. Sport consumers who watched a relieving