Watanabe, Nicholas Masafumi; Pegoraro, Ann; Yan, Grace; … - In: International Journal of Sports Marketing and Sponsorship 20 (2019) 4, pp. 646-665
Purpose: Previous research on rivalry games in sport has predominantly focused on understanding the nature of these games and their effects on consumer behavior. As such, the purpose of this paper is to conduct an empirical examination to provide better theoretical and empirical understanding...