Purpose The purpose of this paper is to understand how the nationality and the sport education system could affect the entrepreneurial intentions (EI) of undergraduate sport science students in two different countries. Design/methodology/approach A total of 249 undergraduate sport sciences (SS) students from Spain and Lithuania were analysed. The EI questioner questionnaire by Liñán and Chen (2009) was used to compile the data during the 2016-2017 academic year. Findings There are significant differences between the sport science students of Spain and Lithuania. The Lithuanian students have significantly higher means in the variables of EI, perceived behaviour control and professional attraction. Moreover, the variables that predict EI are different, and certain path coefficients of the variables are also significantly different. Research limitations/implications The sample originates from one university in each country; therefore, these results may not be generalisable to the entire population. Practical implications The SS degrees in Lithuania and Spain should follow different educational policies with the objective of fostering EI and increasing the number of entrepreneurs. Social implications Creating adequate educational policies to foster entrepreneurship in sports across countries could improve the number of entrepreneurs in the sports sectors; thus, the youth unemployment rate will decrease. Originality/value There has been no previous research that analyses the EI of sport science students across contexts through the theory of planned behaviour. Moreover, there are no studies that compare the EI of university students between Spain (Western Europe) and Lithuania (Eastern Europe).

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Purpose The purpose of this paper is to analyze the role of brand-related variables as congruence and brand trust on the traditional model formed by perceived quality, perceived value (PV) and satisfaction, in order to compare predictive models for the variables of PV, satisfaction and future intentions of 683 users of sports services. Design/methodology/approach The analysis has been carried out using two different methodologies. First, three models have been proposed to be analyzed by hierarchical regression models, in order to subsequently propose a fuzzy-set qualitative comparative analysis (fsQCA) to verify the existence or not of necessary and sufficient conditions. Findings The results indicate that both the classic service variables and the elements related to the brand significantly predict PV, satisfaction and future intentions, in some cases with greater predictive weight being given to congruence and trust than the classic service variables. In addition, linear models have been shown to improve their predictive capability by including brand-related variables, especially the future intentions model. After the fsQCA, congruence and trust have proved to be sufficient combinations to achieve high levels of PV and future intentions, while this is not the case for satisfaction. Originality/value The importance of the aspects related to the brand, either on their own or in combination with the classic service variables, is demonstrated, contributing to the literature on brand image in sports services, which is practically non-existent.