Masayuki Yoshida

Professor

Hosei University

Japan

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About

Dr. Masayuki Yoshida is a Professor at Hosei University, Japan. His research primarily focuses on the interplay between fan engagement, sports psychology, and consumer behavior in the context of spectator sports. He has contributed to the understanding of sport fan well-being and service quality through various empirical studies and articles. His recent work includes examining the effects of fan engagement behavior and the role of team identification on subjective vitality among sports spectators.

Articles (14)

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2025

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2025

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2024

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2024

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2024

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2023

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2023

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2023

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2023

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2021

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2021

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2021

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2021

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2021

Collaborators (7)

Brian Gordon

Associate Professor

University of Kansas

UNITED STATES

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Marcel Huettermann

Lecturer and Researcher

University of Zurich

SWITZERLAND

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Madeleine Orr

Assistant Professor, Sport Ecology

University of Toronto

CANADA

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Yuhei Inoue

Reader

Manchester Metropolitan University

UNITED KINGDOM

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Jason Doyle

Griffith University

AUSTRALIA

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Mikihiro Sato

University of Illinois at Urbana-Champaign

UNITED STATES

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Rui Biscaia

University of Bath

UNITED KINGDOM

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Masayuki Yoshida

Research Interests

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About

Articles (14)

Sport Fans and Flourishing: Examining the Mediating Role of Sport Fan Well-Being in Predicting Flourishing

The effects of fan engagement behaviour and stadium attendance frequency on flourishing: a three-wave data analysis

A multidimensional scale for assessing sport fan well-being: an examination in the context of professional baseball

Fan Engagement Behavior: Validation of a Theory-Based Scale

Service Quality in Spectator Sports: A Review and Research Agenda

Consumer‐brand identification and happiness in experiential consumption

Feeling Vital by Watching Sport: The Roles of Team Identification and Stadium Attendance in Enhancing Subjective Vitality

The evolution of psychological involvement and customer loyalty: a longitudinal analysis of fitness facility members

Service quality and its effects on consumer outcomes: a meta-analytic review in spectator sport

Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification

An Integrated Model for Stadium Atmosphere and Stadium Attachment: An Empirical Test in Two Baseball Stadium Contexts

The Role of Pride Feelings in the Team and Fan Community Identification Processes: An Empirical Examination in Professional Sport

Leveraging sport events for sustainable sport participation: how schools contribute to sport development through events

Fan Community Identification: An Examination of Its Factor Structure, Antecedents, and Consequences in Professional Sports

Collaborators (7)

Brian Gordon

Marcel Huettermann

Madeleine Orr

Yuhei Inoue

Jason Doyle

Mikihiro Sato

Rui Biscaia

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