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...

This article reports on 11 narrative-based case histories which sought to: (1) uncover the attitudes of players and athletes to drugs in sport, and (2) explore contextual factors influencing the formation of those attitudes as informed by social ecology theory. Overall, participants viewed the...

Over the last twenty-five years, the Australian Football League (AFL), and its predecessor, the Victorian Football League (VFL) has become a central feature of the Australian sporting landscape by creating and managing a national competition. However, in the 1980s it was a Melbourne-based league...

This study uses a case study of the Victorian Football League's expansion into Brisbane to examine the interorganisational power between an independent federated network and those organisations seeking to join the federation. Data were obtained through interviews with participants in the...

The focus of this research is on the relationship between inter-organisational citizenship behaviour (ICB) and innovation within sport clusters. ICB is defined as discretionary and voluntary behaviour of organisations within a cluster that is not formally rewarded but promotes the functioning of...

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...