Purpose The current study aims to conceptualise belief dimensions about esports sponsorship and to develop a reliable and valid scale for measuring these beliefs. Design/methodology/approach Drawing on established theories and prior literature, the study first conceptualised a seven-dimensional belief framework. An initial item pool was developed and subjected to content validity, face validity and Q-sort test. Data were collected from 295 Korean esports consumers for exploratory factor analysis (EFA), followed by confirmatory factor analysis (CFA) with another sample of 315 respondents from the same population. Findings EFA supported seven belief dimensions: economic benefit, hedonism/pleasure, technological advancement, inclusivity, commercialism, annoyance/irritation and waste of money. CFA demonstrated satisfactory model fit, internal consistency, convergent validity and discriminant validity. As a result, a 42-item scale of beliefs about esports sponsorship was developed. Originality/value The study presents the first validated scale specifically tailored to measure beliefs about esports sponsorship. The scale provides researchers and practitioners with a robust tool to assess the consumer beliefs about esports sponsorship and lays a foundation for future research.

Purpose This article examines the motivations behind sport fans' purchases of nonfungible token (NFT) products, focusing on both hedonic and utilitarian factors. It also investigates the moderating role of team and athlete identification in shaping these motivations. The study aims to expand the literature on consumer behavior and sport management by examining how emerging digital assets, such as NFTs, impact fan engagement and purchasing behavior. Design/methodology/approach The study employed a quantitative approach using a survey of 142 sport NFT consumers recruited from online platforms such as Reddit, Discord, and Facebook. Motivations were measured using validated scales assessing five constructs (financial gain, ownership, drama, enjoyment and socialization) and fan identification. Confirmatory factor analysis (CFA) and moderation analyses were conducted to test the proposed model. Findings The results confirmed that all five motivation factors significantly influence the intention to purchase sport NFT products. Additionally, team and athlete identification significantly moderated the effects of hedonic motivations (drama, enjoyment and socialization), reinforcing the role of social identity in digital fan behavior. Group comparisons revealed that individuals with higher purchase quantities or higher spending values tend to emphasize different motivational dimensions, such as drama and financial gain. Originality/value This study empirically tested a theoretical model of sport NFT purchase motivations, integrating hedonic and utilitarian perspectives with social identity theory. It contributes to both academic literature and practical applications in the rapidly evolving landscape of digital sport merchandise.

Purpose This study aims to investigate how digital platform features influence fan engagement behaviour (FEB; i.e. augmenting, co-developing, influencing and mobilising) in sport clubs by facilitating access to bridging and bonding social capital. Design/methodology/approach Using a 2 (bridging social capital: low vs high) × 2 (bonding social capital: low vs high) factorial between-subjects experimental design, this scenario-based online experiment manipulated platform features of a fictitious sport club engagement platform. 226 sport fans were randomly assigned to experimental conditions. MANCOVA analysis assessed the effects, controlling for team identification, engagement disposition, behavioural loyalty and trust in technology. Findings Results indicated differential influences of social capital types: Platform features enabling bridging social capital positively influenced augmenting, co-developing and influencing FEB, while bonding social capital influenced mobilising FEB. Interaction analyses revealed a negative interaction for mobilising FEB. Engagement disposition significantly predicted multiple FEB dimensions. Originality/value This study is the first to experimentally test how digital platform features influence FEB by facilitating distinct forms of social capital in a sport management context. It extends existing research by differentiating FEB into distinct dimensions (augmenting, co-developing, influencing and mobilising), demonstrating the selective activation of each by platform features. Practically, the findings offer actionable insights for sport managers on designing digital platforms to foster specific FEB.

Purpose The ski tourism industry in China is undergoing rapid development, prompting an increasing need to understand how experience effects consumption behavior (CB). Based on the stimulus-organism-response (S-O-R) theoretical framework, this study constructs an integrative model to examine how participation motivation (PM) generates ski tourism experience by influencing tourism satisfaction (TS)/leisure satisfaction (LS), thereby affecting CB. Design/methodology/approach A structured survey was administered to 548 ski tourists across selected resorts in China, and the proposed relationships were empirically tested using structural equation modeling (SEM). Findings The findings reveal that PM exerts a direct positive effect on CB, with self-development (SD) identified as the most influential motivational dimension. Moreover, PM indirectly impacts CB through TS, where entertainment-orientation (EO) and resultant satisfaction emerge as critical mediators. In parallel, the analysis confirms an additional indirect pathway via LS, highlighting the mediating roles of social-orientation (SO), entertainment-orientation (EO) and social satisfaction (SS). Collectively, these results validate the S-O-R paradigm in the context of ski tourism: PM (stimulus) significantly influences TS and LS (organism), which in turn drive CB (response). Research limitations/implications First, Although data collection during the peak ski season at a major resort allowed us to capture visitors' immediate experiential states, the identified relationships should be regarded as theoretically informed associations rather than definitive causal effects. Future research employing longitudinal, cross-lagged, or experimental designs is needed to rigorously verify temporal ordering and underlying mechanisms. Second, the measurement of participation motivation (PM) was limited to four core dimensions: entertainment, health, skill enhancement and social interaction. This excludes other relevant motivators such as family obligations, adventure-seeking or self-expression. Subsequent studies should conceptualize PM as a multidimensional construct to better elucidate its complex interplay with tourist satisfaction and consumption patterns. Third, although this study captures the psychological mechanisms underlying ski tourism experience, it does not directly measure the behavioral or situational components of experiential encounters. Future studies could integrate both behavioral metrics (e.g. duration, activity logs and GPS trajectories) and contextual information (e.g. social interaction patterns and environmental features) to complement the psychological constructs used here. Finally, discrete emotion scales (e.g. the destination emotion scale) can provide finer-grained measurement of specific affective states. Future research should incorporate such scales to disentangle the distinct effects of discrete emotions (e.g. love, joy and surprise) from general satisfaction. Practical implications Clarify how understanding participation motivation and its impact on satisfaction can guide ski resorts to design more targeted services, reduce product uniformity and foster consumer loyalty in a rapidly evolving market. Social implications Clarify how ski tourism experience affects consumption behavior, provide reference for ski resorts to implement precision marketing and service innovation, and thus promote the broader development of the global ice and snow economy. Originality/value The study not only provides theoretical insights into ski tourism experience and consumption behavior, but also offers practical implications for destination marketing strategies. These contributions are anticipated to inform more targeted promotional efforts and support the sustainable growth of the global ski tourism industry.

Purpose This study examines the net impact of the 2018 Winter Olympics on temporary housing prices in Gangneung, South Korea, from 2012 to 2023. Amid growing scrutiny of the Games' long-term economic sustainability, particularly in smaller, less urbanized regions, this study offers empirical evidence on localized housing market effects in a non-Western context and assesses the broader, often untested, economic and social benefits of the Olympics. Design/methodology/approach Employing the synthetic control method, this study compares rental prices in Gangneung with rental prices in non-host cities nationwide exhibiting similar economic and housing characteristics. Findings Contrary to expectations of economic gains from hosting the Games, the findings indicate no significant increase in monthly rent prices in Gangneung relative to other cities. In fact, rental prices showed limited change during the Olympics and in the immediate years following, challenging the notion that hosting such mega-events generates positive fiscal returns. Originality/value The findings offer important insights into the discourse on the intangible benefits of winter sport mega-events and provide lessons for planning sustainable future initiatives. They suggest that substantial public investment in the Winter Olympics may fall short of expected social and financial returns, especially after staging the events, underscoring the need for careful economic impact assessments in less developed communities.

Purpose Sport organizations' social media activity contributes to their brand equity; however, interactions can become a crisis if team engagement is deemed controversial, in opposition to their brand personality or negatively impacts financial/brand reputation. Therefore, a crisis communication strategy is paramount. This case study examines the NHL's Seattle Kraken's use of a social media trend (i.e. engagement with the hockey romance community on BookTok and related influencer) and the ensuing brand crisis, response and public perception. Design/methodology/approach A case study with a multi-phased qualitative analysis – (1) directed content analysis (framed by the Situational Crisis Communication Theory) of the brand crisis responses and (2) thematic analysis of public perception– was employed based on crisis response statements, mass media and social media accounts. Findings The crisis responses varied by stakeholder. The team followed Deny (Scapegoat, Blame), Diminish (Excuse) and Bolstering strategies, while the league used Deny. The athlete and his family used Bolstering (Victimage). Public perception was categorized into three themes (Passionate Proponents, Accountability Advocates, Consent Crusaders). Originality/value This study extends previous research by applying the SCCT to a sport crisis that occurred due to a sport organization's social media activity. More specifically, this work examines the impact of participating in controversial – trend-based – engagement strategies on social media (i.e. TikTok) on a team's brand due to both general engagement and the resulting actions and responses. The findings provide guidance to sport organizations actively participating in social media trends that may or may not align with their overarching brand.

Purpose The post-event utilization of the Winter Olympic legacy has been receiving increasing attention. As a symbolic venue of the Beijing 2022 Winter Olympics, “Snow Ruyi” provides a valuable case for exploring tourists' emotional and behavioral responses. This study aims to examine the effect of immersion on revisit intention through place attachment in the context of the “Snow Ruyi” ski jumping venue. It also investigates the differences among Generations X, Y and Z in these relationships. Design/methodology/approach We collected survey data from 433 visitors to the “Snow Ruyi” ski jumping venue. The questionnaire measured immersion, place attachment and revisit intention using established scales. We used structural equation modeling in AMOS to test the proposed relationships. We also conducted multi-group analysis to explore generational differences. Findings Immersion significantly enhances place attachment, which in turn positively influences revisit intention. Place attachment also mediates the relationship between immersion and revisit intention. Multi-group analysis showed no significant differences across Generations X, Y and Z in these relationships. Originality/value This study provides empirical evidence for the psychological mechanism underlying revisit intention in the Winter Olympic legacy context. It also shows that different generations respond similarly in their emotions and behaviors. These findings provide theoretical and practical insights for Winter Olympic legacy management in China and beyond.

Purpose As consumer demand for sustainable products grows, understanding the key determinants of co-branding success in this context is crucial for marketing practitioners. The purpose of this study was to examine how functional and symbolic brand fit influence consumer attitudes and purchase intentions toward co-branded products in the eco-friendly sportswear market, where sustainability plays a pivotal role. Design/methodology/approach This study employed a 2 (functional fit: high vs. low) × 2 (symbolic fit: high vs. low) between-subjects design. A two-way multivariate analysis of covariance tested the main and interaction effects of functional and symbolic fit on consumer behavior. Two pretests validated the manipulations, and a total of 285 US participants were randomly assigned to one of four conditions. Findings The findings reveal a significant interaction effect between functional and symbolic fit, demonstrating that symbolic fit can mitigate the adverse effects of low functional fit, leading to more favorable consumer responses. Specifically, even when the functional fit is low, a high symbolic fit can counterbalance negative perceptions and foster positive attitudes and purchase intentions. These results highlight the modest but meaningful role of symbolic fit in enhancing consumer acceptance of co-branded eco-friendly products, suggesting that consumers may prioritize symbolic alignment to some extent over functional compatibility. Originality/value This study provides robust empirical evidence that symbolic brand fit is a decisive factor influencing consumer attitudes and purchase intentions toward co-branded eco-friendly products. These findings underscore the primacy of shared values and identity over product similarity in shaping consumer responses, offering actionable insights for brand managers aiming to optimize co-branding strategies in sustainability-driven markets.

Purpose This article has three objectives: (1) to synthesize the literature regarding the challenges in the esports industry, aiming to establish a comprehensive understanding of the industry challenges; (2) to identify the relationship between these challenges and esports stakeholders and their roles in addressing the challenges and (3) to provide future research directions. Design/methodology/approach A scoping review of the literature on the challenges in the esports industry was conducted. A descriptive analysis identified the bibliographic and methodological patterns of this literature (N = 213). A thematic analysis elucidated the challenges and their relationships with esports stakeholders. Findings Six themes captured the industry challenges: (1) lack of universal regulations, (2) legal challenges of esports, (3) esports integrity, (4) unstable careers of esports athletes, (5) esports-related gambling and (6) health risks of esports. The interrelationships among these challenges and their relevance to esports stakeholders were clarified. Originality/value This scoping review is the first to holistically examine the challenges facing the esports industry and corresponding research trends. Through the lens of stakeholder theory, this review elucidates the relationships between these challenges and the esports stakeholders, as well as the roles each stakeholder plays in addressing them. By presenting research gaps and future research directions, we further provide the opportunity to advance esports research by applying theories and knowledge from sport management.