Publications

Selected Publications:

  1. Yu, B., Du, H., Mumcu, C., & Bonal, J. (2026). Brand extension in integrated clubs: A case study of women’s football in Spain. International Journal of Sports Marketing and Sponsorship. doi:10.1108/IJSMS-04-2025-0173

  2. Yu, B., Gao, F., Lu, D., & Gilbert, M. A (2026). From novelty to normality: Institutional work and virtual reality marketing in major sport leagues. Sport, Business, Management: An International Journal, 1-16. doi:10.1108/SBM-05-2025-0125

  3. Chang, K., Lee, H. W., & Yu, B. (2025). In-game virtual goods consumption in esports: an extended cognition–affect–conation model linking age to purchase intention across FPS and MOBA genres. International Journal of Sports Marketing and Sponsorship, 1-21. doi:10.1108/IJSMS-06-2025-0283 

  4. Mao, L. L., Ren, J., Yu, B., & Luo, L. (2025). Spectating, participating, and integrating: A model of sports fan involvement and well-being. Journal of Sport Management, 1-16. doi:10.1123/jsm.2024-0239

  5. Qian, T. Y., Yu, B., Matz, R., Luo, L., & Xu, C. (2023). Gamification for consumer loyalty: An exploration of unobserved heterogeneity in gamified esports social live streaming. Telematics and Informatics, 85, 102062. doi:10.1016/j.tele.2023.102062

  6. Yu, B., Brison, N. T., & Bennett, G. (2022). Why do women watch esports? A social role perspective on spectating motives and points of attachment. Computers in Human Behavior, 127, 107055. doi:10.1016/j.chb.2021.107055 

  7. Hussain, U., Yu, B., Cunningham, G. B., & Bennett, G. (2021). “I can be who I Am when I play tekken 7”: E-sports women participants from the Islamic Republic of Pakistan. Games and Culture, 16(8), 978-1000. doi:10.1177/15554120211005360

 

Selected Conference Presentations：

  1. Yu, B., Du, H., Mumcu, C., & Bonal, J. (2025, October). Brand extension in integrated clubs: A case study of women’s soccer in Spain. 2025 Sport Marketing Association Annual Conference, Phoenix-Glendale, Arizona, United States.

  2. Yu, B., Gao, F., & Pang, M., (2025, May). Mamba Forever: Continuing bond and social presence of Kobe Bryant through virtual reality. North American Society for Sport Management 2025 Annual Conference, San Diego, California, United States.

  3. Pang, M., Keegan, D., Gu, K., Yu, B., & Mumcu, C. (May, 2026). A systematic scoping review and bibliographic analysis on Name, Image, and Likeness. North American Society for Sport Management 2026 Annual Conference, Puerto Rico.

  4. Pang, M., Yu, B., & Iheanacho, P. (2025, May). Elevating or ruining sport viewing experience? Technology acceptance and flow of AI streaming features. North American Society for Sport Management 2025 Annual Conference, San Diego, California, United States. 

  5. Pang, M., Yu, B., & Zhang, Y. (2025, October). Generative AI serves double faults in tennis? Forgiveness and post-trust in technology-mediated service failure. 2025 Sport Marketing Association Annual Conference, Phoenix-Glendale, Arizona, United States.
  6. Iheanacho, P., Lu, D., & Yu, B., (2025, May). Diversity, Equity, and Inclusion in esports: A scoping review. North American Society for Sport Management 2025 Annual Conference, San Diego, California, United States.