This research holds a practical significance, as results provide insight on how consumers respond to the occurrence of negative events by a sponsor including wh

Relatively few studies, compared with team identification, examine athlete identification. Furthermore, studies that include athlete identification define it as

The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality,

From issues of racism to the severity of concussions to celebrity endorsements, the sports industry continues to significantly impact society. With the rise of