94 research outputs found

    Sport Brands: Brand Relationships and Consumer Behavior

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    Understanding athlete brand life cycle

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    Theory of planned behavior and entrepreneurial intentions of sport sciences students: Implications for curriculum

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    Abstract This study tests Ajzen’s1 Theory of Planned Behavior in sport sciences with the purpose of determining which variables most influence students’ entrepreneurial intentions. Although this theory has been employed to explain entrepreneurial intentions within different contexts, the context of sport sciences has not been addressed. A sample of 379 sport sciences students were administered the Entrepreneurial Intentions Questionnaire and results were analyzed using structural equation modeling. Results indicate that both perceived attitudes and perceived behavior control have significant positive impacts on entrepreneurial intentions, while the impact of subjective norms is negative. Several suggestions to improve curriculum design and teaching in order to promote entrepreneurial intentions and behaviors are provided
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