Purpose: While each genre and gender has been revealed as significant moderators for esports gameplay intention, exploring the interaction effects between genre and gender could broaden our understanding of the drivers’ relative effects on esports gameplay intention. Thus, the purpose of this...

Although advertising theorists have suggested that for maximum effectiveness the type of message appeal needs to match the type of service offered (i.e., a rational advertisement message appeal is more effective for a utilitarian service; an emotional advertisement message approach is suitable for...

The business realities of operating an interscholastic athletic program suggest that there is a rise in the behavioral similarities among traditional business managers and sport managers. This study explored how interscholastic athletic directors allocated their time when engaged in managerial...

This study involved analysis of the consumption behaviours of spectators in the K-League (South Korea). Its dual purpose was to cluster spectators into homogeneous groups on the basis of attitudes towards game attendance, and to define the segments obtained on the basis of the demographic and...

The PGA Tour/Tiger Woods golf series was examined for brand and product placement and found to have 2,100 identifiable brand images, with all but one occurring in the final three years. Brands appearing most frequently included Oakley, Nike, adidas, TW Nike and Tag Heuer. By product category,...