Purpose: Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan loyalty. Design/methodology/approach: In total, 500 questionnaires were delivered to university students and...

The fitness sector is a growing economy where suppliers, managers and consumers are in continuously evolving relationships, and in which technology plays a key role in optimization. The Digital Transformation of the Fitness Sector highlights the challenges and opportunities of digitalization...