Sport Marketing

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  • Ishibuchi Junya
    Senior Editor and Professor, School of Business Administration at Kwansei Gakuin University, Japan

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  • スポーツマーケティング

Abstract

<p>The purpose of this special issue is two-fold. The first objective is to show the latest progress in sport marketing research, which has been attracting attention and growing in recent years, and to indicate future research directions. The second objective is to provide an opportunity for researchers and practitioners in brand management to learn about methods and ideas for developing enthusiastic fans and building relationships with customers through sport marketing research. This special issue contains four excellent sport marketing articles.</p>

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