boxing – Sports Business Research Academy

Women’s boxing and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention

By Dr. Sebastiano Mereu on July 16, 2022 • ( Leave a comment )

Women’s boxing has increased in popularity since its inclusion in the London 2012 Summer Olympics and due to the continuous promotional efforts of pioneering athletes like Katie Taylor, Clarissa Shields, and Amanda […]

Intention to watch women’s boxing: Cognitive aspects of fans’ attitudes and their effects on consumption intentions

By Dr. Sebastiano Mereu on March 22, 2021 • ( 1 Comment )

Women's Boxing. Photo by LOGAN WEAVER on Unsplash

Consumption intentions for women’s sports and their respective marketing activities are under-researched in academia (Mumcu et al., 2016). Growing interest from global audiences and businesses highlights women’s sports potential and underline the […]

Boxing to understand fan motivations for sports consumption: The Wilder vs Fury rematch

By Dr. Sebastiano Mereu on March 31, 2020 • ( Leave a comment )

Figure 1: Conceptual framework with spectator motivations and fan identification

This study investigates the motivations for spectators of a main boxing event and their influence on fan identification. The Wilder vs Fury rematch is hereby used as an example.