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...

Purpose: Given the increasing demands placed on a sport event workforce in servicing the needs of spectators, to attract and recruit volunteers to the industry, it is important for sport event managers to know what is driving how much time volunteers allocate to an event. The purpose of this...

Purpose: There are different streams of research in the service marketing literature concerning value co-creation. Most of the research focuses on value co-creation for the benefit of the customer. However, value is also co-created for the benefit of the provider, especially in a...

Purpose: Although both sports and cities have transformed over the last century, research on the intersection of sports and urban development remains scarce. This special issue was designed to advance a research agenda in relation to sports and urban development. The sports and urban...