Advancing understanding of individual-level brand management in sport
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Kunkel, Thilo
Su, Yiran
Biscaia, Rui
Baker, Bradley J
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Abstract
Brand management has become centrally embedded in the sport management literature across the past several decades. The acceleration of scholarship has coincided with increased globalisation, commercialisation, and consumer interest, turning sport into a multi-billion-dollar industry (Ströbel & Germelmann, Citation2020). As such, the value of the global sports industry surpassed $500 billion (USD) in 2023 and is predicted to exceed $620 billion (USD) by 2027 (The Business Research Company, Citation2023).
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European Sport Management Quarterly
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© 2023 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
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Commercial services
Strategy, management and organisational behaviour
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Doyle, J; Kunkel, T; Su, Y; Biscaia, R; Baker, BJ, Advancing understanding of individual-level brand management in sport, European Sport Management Quarterly, 2023