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Journal of Strategic Marketing Volume 32, 2024 - Issue 6: Strategic Brand Management In and Through Sport
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Research Article

Does team identification of satellite fans influence brand-related sponsorship outcomes? What we learned from Manchester United supporters in Malaysia

Charitomeni Tsordiaa Department of Business Αdministration University of Patras, Patras, Greece
,
Artemisia Apostolopouloub Departments of Sport Management and Marketing Robert Morris University, Moon Township, PA, USA
&
Dimitra Papadimitrioua Department of Business Αdministration University of Patras, Patras, GreeceCorrespondence[email protected]
Pages 795-813 | Received 03 Dec 2020, Accepted 02 Nov 2021, Published online: 22 Nov 2021

Citations (6)

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Read on this site (2)

Argyro Elisavet Manoli. (2024) Strategic brand management in and through sport. Journal of Strategic Marketing 32:6, pages 814-821.
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Weisheng Chiu, Fong-Jia Wang & Heetae Cho. (2023) Satellite fans’ team identification, nostalgia, customer equity and revisit intention: symmetric and asymmetric analysis. Journal of Travel & Tourism Marketing 40:2, pages 91-108.
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Articles from other publishers (4)

Jeongbeom Hahm & Rei Yamashita. (2024) Japanese National Basketball Association Fans and Social Media Acceptance: Exploring the Role of Brand Respect. Communication & Sport.
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Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas & Nicholas D. Theodorakis. (2024) From love to betrayal? When your team’s sponsor decides to also sponsor your rival. International Journal of Sports Marketing and Sponsorship.
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Murat Fatih Tuna, Mehmet Ali Deveci & Üzeyir Fidan. (2024) MAPPING OF E-SPORTS SPONSORSHIPS ON PURCHASING DECISION. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi:67, pages 103-112.
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André Calapez, Tiago Ribeiro, Victor Almeida & Vera Pedragosa. (2023) Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity. International Journal of Sports Marketing and Sponsorship 25:1, pages 42-66.
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