Purpose - The purpose of this study is to single out the key variables in the sport sponsorship relationship, and more … involved in the sports club and in basketball in general. As a result, the overall accuracy of the identified sponsors may have … that the results came from only one type of sport and also from sport fans of a specific club, makes their generalization …

Fantasy sport consumer behavior research is a burgeoning area of inquiry as this growing segment of sport fans exhibits … principles within the study of marketing, yet the integration of these two essential concepts with regard to sport consumers is … quantify the differences between segments through an examination of mediated sport consumption. An exploratory hierarchal …