Research

Articles

Mastromartino, B., Li, W., & Qian, Y.T. (2025). Between the lines: Legal consciousness and consumer perceptions of online sports betting. Journal of Gambling Studies [LINK]

Mastromartino, B., Naraine, M.L., & Wear, H. (2025). The nexus of sports fandom and sports wagering: A scoping review. UNLV Gaming Research & Review Journal 29(1), 75-100. [LINK]

Mastromartino, B. & Wear, H. (2025). Strategic implementation of responsible sports betting marketing: The case of VictoryWager. Case Studies in Sport Management 14(1), 1-4. [LINK]

Cevik, H., Chen, S.S., Mastromartino, B., Zhang, J.J. (2025). Understanding esports venue operations: How venue characteristics influence spectator outcomes. Marketing Intelligence and Planning [LINK]

Mastromartino, B., Sveinson, K., Su, Y. (2025). A gendered socialization perspective on gender differences in sport fandom. International Journal of Sports Marketing and Sponsorship [LINK]

Mastromartino, B. (2024). Attitudes, perceptions, and intentions toward sports betting legalization: A cluster analysis of California residents. Journal of Policy Research in Tourism, Leisure, and Events [LINK]

Mastromartino, B. (2024). Human capital development in sport marketing: Industry insights. International Journal of Sports Marketing and Sponsorship, 25(3), 620-640. [LINK]

Mastromartino, B., Naraine, M.L., Dees, W., Zhang, J.J. (2024). Scoping practical implications and managerial relevance in sport management. Sport, Business and Management: An International Journal, 14(3), 309-329. [LINK]

Navarro-Picado, J. F., Torres-Moraga, E., Alonso Dos Santos, M., Mastromartino, B., & Zhang, J. J. (2023). Strategies of German Bundesliga and English Premier League clubs for the COVID-19 crisis: The case of international broadcasting fans. Review of Managerial Science, 17, 209-232. [LINK]

Mastromartino, B., Wear, H., Naraine, M. L., Reifurth, K. (2022). Letting the dogs out: The impact of team service dogs on brand image, perceived altruism, and behavioral intention. Sport Marketing Quarterly 31(4), 265-277. [LINK]

Mastromartino, B. (2022). Instant fan community: Utilizing social network theory to understand sport fan community building. International Journal of Sport Management 23(3), 151-160. [LINK]

Jiang, X., Mastromartino, B., Yang, Q., Zhang, J., & Zhang, J. J. (2022). Influence of consumer interaction and community relationships on value co-creation willingness: A mediation model of Chinese sports brands. Sustainability, 15(1), 115. [LINK]

Johnson, L. M., Mccullick, B. A., Zhao, T. T., Mastromartino, B., Kim, E., Su, Y., & Zhang, J. J. (2022). Identifying strategic leadership behaviors of sport industry leaders: A phenomenological method. Asia Pacific Journal of Applied Sport Science 3(3), 1-29. [LINK]

Mastromartino, B., & Naraine, M.L. (2022). (Dis)Innovative digital strategy in professional sport: Examining sponsor leveraging through social media. International Journal of Sports Marketing and Sponsorship 23(5), 934-949. [LINK]

Wang, J.J., Qian, T.Y., Li, B., Mastromartino, B. (2022). Reversing equity transfer in sponsorship for competitive advantage of emerging local events: Evidence from an experimental study. International Journal of Sports Marketing and Sponsorship 23(4), 748-766. [LINK]

Mastromartino, B., Wang, J.J., Suggs D.W., Hollenbeck, C.R., Zhang, J.J. (2022) Dimensions of sense of membership in a sport fan community: Factors, outcomes, and social capital implications. Communication & Sport 10(6), 1229-1256. [LINK]

Duan, Y., Mastromartino, B., Zhang, J. J., & Liu, B. (2021). How do perceptions of non mega sport events impact quality of life and support for the event among local residents?  Sport in Society 24(10), 1742-1762. [LINK]

Li, Y., Kim, A., Liu, O. X., Mastromartino, B., Wang, Y., & Zhang, J. J. (2021). Impact of  perceived value on behavior intention of parent-child runners in a marathon event. Sport in Society 24(5), 811-829. [LINK]

Mastromartino, B., & Zhang, J. J. (2020). Affective outcomes of membership in a sport fan community. Frontiers in Psychology: Movement Sciences and Sport Psychology, 11, 881. [LINK]

Mastromartino, B., Qian, T.Y., Wang J.J., Zhang, J.J. (2020). Developing a fanbase in niche sport markets: An examination of NHL fandom and social sustainability in the sunbelt. Sustainability 12(3), 1115. [LINK]

Mastromartino, B., Ross W.J., Wear, H., & Naraine, M.L. (2020). Thinking outside the  “box”: A discussion of sports fans, teams, and the environment in the context of COVID-19.  Sport in Society 23(11), 1707-1723. [LINK]

Mastromartino, B., Zhang J.J., Wann D.L. (2020). A management perspective on fan socialization strategies: Marketing hockey to fans in sunbelt states. Journal of Brand Strategy 8(4), 359-367. [LINK]

Pifer, N. D., Mastromartino, B., Zhang, J. J. (2020). Selling fun and making a fortune: An examination of Mark Cuban’s impact on sport and business. Sport in Society 23(9), 1535- 1545. [LINK]

 Mastromartino, B., Zhang J.J., Hollenbeck C.R., Suggs D.W., Connaughton D.P. (2019) Conceptually assessing sense of membership in a sport fan community. Journal of Sport Behavior 42(3), 332-364. [LINK]

Davies, M., Naraine, M. L., Mastromartino, B. (2019). Puck drop in the Pacific Northwest: Building brand equity for a new professional sport franchise. Case Studies in Sport Management 8(1), 18-24. [LINK]

Mastromartino B., Wann D.L., Zhang J.J. (2019) Skating in the sun: Examining identity formation of NHL fans in sunbelt states. Journal of Emerging Sport Studies 2(1), 1-24. [LINK]

Zhang, J. J., Kim, E., Mastromartino, B., Qian, T. Y., & Nauright, J. (2018). The sport industry in growing economies: Critical issues and challenges. International Journal of Sport Marketing and Sponsorship, 19(2), 110-126. [LINK]

Book Chapters

Naraine, M.L., & Mastromartino, B. (in press). COVID-19 and professional sport teams: Dealing with the unexpected. In S. Frawley & N. Schulenkorf (Eds.), Routledge Handbook of Sport and COVID-19. London, UK: Routledge.

Oster, W., & Mastromartino, B. (2021). An analysis of spending efficiency in Formula One     Racing: A look ahead to a new era in motor sport. In E. Kim & J. J. Zhang (Eds.), Governing Sports in a Global Context: Concepts, Practices, and Inquiries. London, UK:  Routledge

Mastromartino, B. (2020). Better understanding hockey fans: A review of sport fan consumption literature. In B.G. Pitts & J.J. Zhang (Eds.), Sport Business in the United  States: Contemporary Perspectives (pp. 176-193). London, UK: Routledge

Gershon, S., Mastromartino, B., & Zhang, J. J. (2020). Internships, practicum, and professional marketability. In B. G. Pitts & J. J. Zhang (Eds.), Sport Business in the   United States: Contemporary Perspectives (pp. 229-244). London, UK: Routledge

Mastromartino, B. (2020) Motor sports. In J. Nauright & Zipp, S. (Eds.), Routledge Handbook  of Global Sports (pp. 302-311). London, UK: Routledge.

Kim, A., Qian, T. Y., Lee, H. W., Mastromartino, B., & Zhang, J. J. (2020). Sport media fandom. In Dunn, R. A. (Ed.), Multidisciplinary perspectives on media fandom (pp. 150- 171). Hershey, PA: IGI Global.

Johnson, L.M., Chou W.W., Mastromartino, B., Zhang J.J. (2019) Sport Fan Consumption:  Contemporary Research and Emerging Trends. In C. L. Wang (Ed.), Handbook of  Research on the Impact of Fandom in Society and Consumerism (pp. 149-170) IGI Publishing, Hershey, PA.

 Mastromartino, B., Chou, W.W., & Zhang, J.J. (2018). The passion that unites us all – The culture  and consumption of sport fans (reprint). In M. Khosrow-Pour (Ed.), Sports media, marketing, and management: Breakthroughs in research and practice (pp. 331-349). Hersey, PA: IGI Global.

Mastromartino, B., Chou, W. W., & Zhang, J. J. (2018). The passion that unites us all – The culture and consumption of sport fans. In C. L. Wang (Ed.), Exploring the rise of fandom     in contemporary consumer culture (pp. 52-70). Hershey, PA: IGI Global.

Presentations

Mastromartino, B. (2025, May). Understanding the sports betting landscape in California: Resident perceptions, attitudes, and intentions to support legalization efforts. Paper  presented at the North American Society for Sport Management annual conference, San   Diego, CA.

Wear, H. & Mastromartino, B. (2025, May). Betting on trust: Examining how vertical    integration and brand trust shape consumer decisions in sports betting. Poster  presented at the North American Society for Sport Management annual conference, San   Diego, CA.

Mastromartino, B. (2024, November). Legal consciousness and sports wagering: The impact of perceptions of legality on sports betting behaviors. Paper presented at the Sport Marketing Association annual conference, St. Louis, MO.

Mastromartino, B. (2024, June). Bridging the gap between theory and practice in sports marketing: Insights from industry professionals. Paper presented at the North American Society for Sport Management annual conference, Minneapolis, MN.

Li, W., Qian, T.Y., Mastromartino, B., Chepyator-Tomson, J.R., Zhang, J.J. (2024, June). Navigating competitive imbalance: Utilizing GPT 3.5 to explore Chinese Basketball Association fan engagement on Weibo. Paper presented at the North American Society for Sport Management annual conference, Minneapolis, MN.

Mastromartino, B., Spilde, K., Ng, H., Quiles, R. (2024, February). Identity, community, and unity through video games. Poster presented at the American Indian Science & Engineering Society Canadian Gathering, Vancouver, BC, Canada.

Lee, J., & Mastromartino, B. (2023, October). SMU: Ponying up to be Dallas’ University. Poster presented at the Sport Marketing Association (SMA) annual conference, St. Petersburg, FL.

Qian, T. Y., Martinez, J., Mastromartino, B., & Luo, L. (2023, October). What are the drivers of willingness to pay for esports hotels customers? A combination of symmetrical and asymmetrical approaches. Poster presented at the Sport Marketing Association (SMA) Conference, St. Petersburg, FL.

Mastromartino B., Naraine, M. L., Dees, W., Zhang, J. J. (2023, June). Recent trends and new directions for managerial implications in sport management research. Paper presented at the North American Society for Sport Management annual conference, Montreal, QC, Canada.

Armstrong, C., Davies, M., Blaszka, M., Mastromartino, B. (2023, June). From NHL Seattle to SeaKraken: Fan perceptions of a new team brand over time. Paper presented at the North American Society for Sport Management annual conference, Montreal, QC, Canada.

Qian, T. Y., & Mastromartino, B. (2023, April). What are the drivers of loyalty in amateur surfing events? A combination of symmetrical and asymmetrical approaches. Poster presented at the Stoke Sessions: Conference on the Culture, History and Politics of Surfing and Skateboarding, San Diego, CA.

Bo, H., Johnson, L. M, Mastromartino, B., Zhang, J. J. (2023, February). Consumption in segmented WNBA marketplaces: An importance-performance map analysis (IPMA) of market demand factor’s impact. Paper presented at the Applied Sport Management annual conference, Birmingham, AL.

Mastromartino, B., Sveinson, K., Su, Y. (2022, November). Influence of fathers as socialization agents on gender differences in sport fandom. Paper presented at the Sport Marketing Association annual conference, Charlotte, NC.

Mastromartino, B., & Ng, H. (2022, October). The social and economic benefits of video gaming in Indian country. Paper presented at the American Indian Science & Engineering Society annual conference, Palm Springs, CA.

Mastromartino, B., & Ross, W. J. (2022, June). Creating your own experience: Preparing for the sport industry during an economic downturn. Presented at the Teaching & Learning fair at the North American Society for Sport Management annual conference, Atlanta, GA.

Mastromartino, B., Wear, H., Naraine, M.L., Reifurth, K.R. (2021, June). The impact of team  service dogs on brand image, perceived altruism, and behavioral intention. Paper  presented at the North American Society for Sport Management (virtual conference).

Mastromartino, B., Johnson, L.M., & Zhang J.J. (2020, October). Understanding sport fan communities in a globalized world: The role emotion plays in community membership.    Poster presented at the Global Education Forum, Athens, GA.

Mastromartino, B. (2019, November). Factors that contribute to a sense of membership in a  sport fan community: An empirical investigation into fan communities. Paper presented at the Sport Marketing Association Conference, Chicago, IL. *Awarded Best Student Paper

Mastromartino, B. (2019, October). Internships, practicum, and professional marketability for sport management undergraduate students. Poster presented at the World Association for  Sport Management Conference, Santiago, Chile.

Mastromartino, B. (2019, June). Helping sport management students build a portfolio for potential employers. Poster presented at the North American Society for Sport Management Conference, New Orleans, LA.

Mastromartino, B., Wang J.J, & Zhang J.J. (2019, June). Fan identity formation in new or non   traditional sport market environments: The case of NHL teams in the sunbelt region.  Paper presented at the North American Society for Sport Management Conference, New  Orleans, LA.

Mastromartino, B., Johnson, L.M., Sonkeng, K., Goyen, C.K., Sanni, A.A. (2019, March). Women and participation in leadership, development, and sport. Panel moderated at the Global Educational Forum, Athens, GA.

Johnson, L. M., Chou, W. W., Mastromartino, B., Qian, T. Y., Kim, E., & Zhang, J. J. (2019, January). Consumer behavior and globalization studies at the ICSM. Poster presented at the College of Education Research Conference. Athens, GA

Mastromartino, B., Chou, W. W., Kim, E. S., & Johnson, L. M., Qian, T. Y, Zhang, J. J (2019,  January). Research activities at the International Center for Sport Management. Poster presented at the College of Education Research Conference, Athens, GA

Zhang, J. J., Qian, T. Y., Mastromartino, B., Chou, W. W., Kim, E. S., & Johnson, L. M. (2018, December). Sports, urban development, and urban revitalization. Keynote speech at the  World Taekwondo Association Conference, Wuxi, China

 Mastromartino, B., Zhang J.J., & Salaga S. (2018, October) Conceptually assessing membership in sport fan communities. Poster presented at the Sport Marketing Association Annual   Conference, Dallas, TX.

Mastromartino, B., & Zhang, J. J. (2018, June). Skating in the sun: Examining identity   formation of national hockey league fans in Sunbelt states. Paper presented at the  North American Society for Sport Management Conference, Halifax, Canada. *Student Research Competition Finalist

Mastromartino, B., & Zhang, J. J. (2017, December). Marketing hockey in non-traditional regions: A case study of the NHL in the Southern United States. Paper presented at the World Hockey Forum, Moscow, Russia.

Mastromartino, B., Zhang, J. J., Leopkey, B., Wann, D.L., & Pitts, B. G. (2017, June). The NHL’s new frontier: Marketing hockey to fans in the Sunbelt States. Poster presented   at the World Association for Sport Management Conference, Kaunas, Lithuania.

Mastromartino, B., Zhang, J. J., & Pitts, B. G. (2017, June). Conceptually assessing sport fan communities: Dimensions and their influences. Poster presented at the World Association for Sport Management Conference, Kaunas, Lithuania.

Mastromartino, B., & Zhang, J. J. (2016, July). Understanding hockey fans in new and   nontraditional markets. Paper presented at the Biannual Research in Hockey Conference, Fredericton, New Brunswick, Canada.

Chou, W. W., Mastromartino, B, & Zhang, J. J. (2016, June). How a graduate teaching assistant could be an effective guest instructor in sport management classes. Poster presented  at the 2016 North American Society for Sport Management Conference, Orlando, FL.