consumption – Sports Business Research Academy

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 […]

Complementary and competitive social media platform consumption: A football brand example with Borussia Dortmund

By Dr. Sebastiano Mereu on May 20, 2014 • ( Leave a comment )

In the Routledge Handbook of Sport and New Media edited by Andrew C. Billings and Marie Hardin, Walter Gantz and Nicky Lewis address fanship differences between traditional and newer media and explain, […]