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Esports for development? Exploring esports player profiles and their development and well-being outcomes International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-04-15 Wonjun Choi, Wooyoung (William) Jang, Hyunseok Song, Min Jung Kim, Wonju Lee, Kevin K. Byon
Purpose This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and three dimensions of quality of life between these subgroups. Design/methodology/approach 324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to
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Nostalgia-based marketing campaigns and sport participation International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-04-09 Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo, Guy Faulkner
Purpose Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts. Design/methodology/approach Exploratory sequential
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The role of social and environmental sustainability on sportswear’s purchasing among European consumers International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-03-25 Michael Fuchs, Guillaume Bodet, Gregor Hovemann
Purpose While consumer preferences for sporting goods have been widely researched within sport management, literature is lacking on aspects of social and environmental sustainability. Accordingly, this study aims to investigate the role of social and environmental sustainability for purchase decisions of sportswear and compares them to the role of price and functionality. Design/methodology/approach
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Human capital development in sport marketing: industry insights International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-03-19 Brandon Mastromartino
Purpose The purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and researchers could utilize in developing curriculum and research agendas. Design/methodology/approach A qualitative approach was used, and data were collected through in-depth interviews with 15 sport marketing professionals
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The role of destination personality in the relationship between destination image and behavioral intention among ski tourists International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-03-14 Qiang Zhang, Brian Yim, Kyungsik Kim, Zhibo Tian
Purpose The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski tourism and (2) especially the role of DP in the relationship between DI and BI among ski tourists. Design/methodology/approach We collected data using WJX.CN (N = 400) to test the hypothesized model. Confirmatory factor
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The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-03-13 Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas, Christos Anagnostopoulos
Purpose In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs
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Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-03-08 Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou, Maizaitulaidawati Md Husin
Purpose The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams. Design/methodology/approach An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data
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Sports ambassadors and destination image: a fuzzy set analysis International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-03-04 Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó, Francisco Sarabia-Sánchez
Purpose This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image? (2) Are these the same for different product categories? (3) Do
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Online purchase behavior of sports consumers: the effect of eWOM and celebrity endorsements International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-02-20 Halil Erdem Akoglu, Oğuz Özbek
Purpose The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers. Design/methodology/approach To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants
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Contesting fan tokens under crypto-capitalism: how sport NFT furthers the hypercommodification of fandom International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-02-19 Chen Chen
Purpose Given the rise of sport non-fungible tokens (NFTs) and sponsorships from cryptocurrency companies in the sport industry during the coronavirus disease 2019 (COVID-19) pandemic, this paper aims to critically frame the partnerships between cryptocurrency and sport by exploring the reception of fan tokens amongst supporters of three English Premier League clubs: Manchester City, Everton and Crystal
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Validating two shortened versions of the fitness switching cost scale International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-02-15 Kyungyeol Kim, Senyung Lee
Purpose Although the fitness switching costs scale (FSCS) was shown to have sound psychometric properties, the length of the 54-item may impose burdens on survey participants and present methodological and analytic challenges for researchers and practitioners. Therefore, the present study shortened and validated two versions of the FSCS, namely the 33-item FSCS (FSCS-33) and the 11-item FSCS (FSCS-11)
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Fan conflict or complement? Exploring the intersection of sports betting and team loyalty International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-02-13 Brendan Dwyer, Stephen L. Shapiro, Joris Drayer
Purpose The purpose of this paper was (1) to examine the underexplored intersection of sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior among sport bettors by varying levels of team loyalty. Design/methodology/approach A total of 1,555 National Football League (NFL) bettors and non-betting NFL fans were surveyed to assess media consumption across a mix of
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Machine learning prediction of factors affecting Major League Baseball (MLB) game attendance: algorithm comparisons and macroeconomic factor of unemployment International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-02-08 Juho Park, Junghwan Cho, Alex C. Gang, Hyun-Woo Lee, Paul M. Pedersen
Purpose This study aims to identify an automated machine learning algorithm with high accuracy that sport practitioners can use to identify the specific factors for predicting Major League Baseball (MLB) attendance. Furthermore, by predicting spectators for each league (American League and National League) and division in MLB, the authors will identify the specific factors that increase accuracy, discuss
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Categorizing behavioral and formed concepts in sports marketing research International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-02-06 Tobias Müller, Florian Schuberth, Jörg Henseler
Purpose Sports marketing and sponsorship research is located at the intersection of behavioral and design research, which means that it analyzes the current world and shapes a future world. This dual focus poses challenges for formulating and testing theories of sports marketing. Design/methodology/approach This article develops criteria for categorizing theoretical concepts as either behavioral or
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Transforming sport consumption: exploring motivated sport fans innovativeness in the context of AR live sport streaming International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-01-31 Sungkyung Kim, Argyro Elisavet Manoli
Purpose This study delves into the psychological processes underlying sport fans' post-purchase innovativeness behaviour. This exploratory research aims to establish a theoretical framework that elucidates the formation of sport fans' word-of-mouth (WOM) behaviours, particularly emphasising the structural relationship between motivated consumer innovativeness and satisfaction in using AR live-streaming
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Dimensions and outcomes of experiential quality in the fitness industry: the case of Turkey International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-01-31 Ali Sevilmiş, Mehmet Doğan, Pablo Gálvez-Ruiz, Jerónimo García-Fernández
Purpose The user experience during the use of activities and services is a fundamental aspect for sports managers and can provide a competitive advantage. The purpose of this study was to identify the dimensions of experiential quality and the relationship of this construct with customer trust and customer satisfaction in achieving behavioral intention. Design/methodology/approach Using a convenience
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What makes esports consumers watch streamers' esports live-streaming contents? Extending the theory of planned behavior International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-01-30 Wooyoung (William) Jang, Wonjun Choi, Min Jung Kim, Hyunseok Song, Kevin K. Byon
Purpose This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables. Design/methodology/approach Data were collected from streamers' esports content streaming viewers over 18 years of
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Providing a framework and guidelines for sport organizations to understand and predict sport consumer behavior International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-01-29 Galen Trail
Purpose The purpose of this commentary is to discuss a framework (the Revised Model of Sport Consumer Behavior – R-MSCB; Trail, 2019) to accomplish the following objectives. (1) Provide a framework for sport marketers and sport organizations to use in their own market research. (2) Designate the processes needed to generate results and knowledge that sport organizations, sport marketers and associated
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How customer knowledge management helps retain fitness club members: a mediating effect of relationship quality International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-01-15 Kenneth Shiu Pong Ng, Yan Feng, Ivan Ka Wai Lai, Lois Zi-Yu Yang
Purpose This study aims to develop a conceptual model to understand how customer knowledge management (CKM) affects fitness club membership renewal through the mediation of relationship quality. Design/methodology/approach Data were collected outside of fitness clubs using a systematic sampling method. A total of 224 valid responses were collected. Structural equation modelling was used to evaluate
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Implementing trades of the National Football League Draft on blockchain smart contracts International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-01-12 Mathew B. Fukuzawa, Brandon M. McConnell, Michael G. Kay, Kristin A. Thoney-Barletta, Donald P. Warsing
Purpose Demonstrate proof-of-concept for conducting NFL Draft trades on a blockchain network using smart contracts. Design/methodology/approach Using Ethereum smart contracts, the authors model several types of draft trades between teams. An example scenario is used to demonstrate contract interaction and draft results. Findings The authors show the feasibility of conducting draft-day trades using
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Sports team success and managerial decisions: the role of playing-time concentration International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2024-01-08 Alexander Cardazzi, Brad R. Humphreys, Kole Reddig
Purpose Professional sports teams employ highly paid managers and coaches to train players and make tactical and strategic team decisions. A large literature analyzes the impact of manager decisions on team outcomes. Empirical analysis of manager decisions requires a quantifiable proxy variable for manager decisions. Previous research focused on manager dismissals, tenure on teams, the number of substitutions
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Genuine or impression management? Uncovering biases in how people respond to the Black Lives Matter movement in sport International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-12-19 Youngho Park, Dae Hee Kwak
Purpose National surveys reveal that sports fans exhibit greater support for athletes, sports teams and leagues endorsing social justice initiatives compared to the general population, highlighting the potential of sports for positive social impact. This study investigates whether such responses are influenced by systematic biases. Design/methodology/approach Replicating a Nielsen national survey,
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Effectiveness of sponsorship type, sport team identification, team support and congruence International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-12-19 Sardar Mohammadi, Mojtaba Ghasemi Siani, Manuel Alonso Dos Santos
Purpose The aim of this paper is to investigate the interaction effect that sponsor-team congruence and team fan (home/rival team) have on the influence of different types of sports sponsorship (joint, corporate social responsibility [CSR]-linked and conventional sponsorship) on fans' attitudes and purchase intentions toward the sponsor. Design/methodology/approach Two experimental studies were conducted
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Real-time psychophysiological approaches to explore emotional and cognitive processing of VR-mediated sports International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-12-05 Minkyo Lee, Xiaochen Zhou
Purpose The purpose of this research was to investigate how VR-mediated sports, as opposed to 2-D screens, affect the emotional and cognitive experiences of fans with the game and its sponsors. Design/methodology/approach The current study employed a single-factorial experimental design, in which participants were randomly assigned to either watch a soccer game through a VR headset or a 2-D screen
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How best to measure connection to a team: team identification, brand attitude/loyalty, consumer lifestyle or interest level? International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-12-05 Galen Trail, Hyejin Bang, Windy Dees
Purpose The purpose of this study was to compare four different consumer pathway models based on identity theory, attitude/loyalty theory, lifestyle theory and hierarchy of effects theory, each with associated instruments measuring connection to the team. Design/methodology/approach The authors did a two-study analysis, first collecting data from people aware of an NFL team (N = 218) and then an MLS
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Online posting intention: do the social communication and brand equity of esports matter? International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-12-04 Xi Wang, Xinyi You, Yulan Xu, Jie Zheng
Purpose Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this
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Transcendence beyond sport: examining the dynamic power of sport human brand on national pride International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-11-28 Susmit S. Gulavani, James Du, Jeffrey D. James
Purpose Drawing upon social judgment theory, the research examines whether changes in psychological involvement with a sport human brand owing to their sporting success can generate spillover effects on people's national pride, a proxy for the collective level of well-being and whether the individual's behavioral engagement in sport spectating will moderate this relationship. Design/methodology/approach
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A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-11-24 Ahmad Johanif Mohd Ali, Mohd Salehuddin Mohd Zahari, Muhammad A'rif Aizat Bashir, Mohd Hafiz Hanafiah
Purpose This scholarly investigation explores the Malaysian golfers' experience in Malaysia, Thailand and Indonesia golf courses. The study sheds light on the unique attributes of golf tourism in each country, including the courses, facilities, services and overall golfing experiences offered to golf tourists. Design/methodology/approach Qualitative data were procured through in-depth semi-structured
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Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-10-31 Mario Becerra, Matteo Balliauw, Peter Goos, Bruno De Borger, Benjamin Huyghe, Thomas Truyts
Purpose Ticket sales are an essential source of income for football clubs and federations. Analyzing the determinants of fans' willingness-to-pay for tickets is therefore an important exercise. By knowing the match- and fan-related characteristics that influence how much a fan wants to pay for a ticket, as well as to what extent, football clubs and federations can modify their ticket offering and targeting
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The impact of brand attribution for an innovative sports product introduced on the fitness market in France International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-10-31 Sarah Mischler, Lilian Pichot
Purpose The aim of this study is to examine the effect of brand attribution on consumer behaviour. The authorsare interested in finding out if consumers are more likely to purchase a new sports product when it is attributed to a brand. The authors are interested in finding out if the brand positively influences the consumer's appreciation of the product in the case of the launch of a new product.
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Government-public relationships in the context of mega sport events: conceptualisation and scale development International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-10-17 Sungkyung Kim, Argyro Elisavet Manoli, Do Young Pyun, James Andrew Kenyon
Purpose Enthusiasm for hosting mega sport events has been dampened mainly due to the opposition of local communities. Although the use of public relations that aims for two-way communication to build mutual understanding and the long-term relationship could be an effective tool in diminishing the opposition, little research exists that interprets the social concern with public relations theoretical
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Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-10-10 Ali B. Mondt, Yohan Lee, Stephen L. Shapiro, Alan Morse
Purpose This study aims to examine how the partnership between StubHub and MLB affected consumers' perceptions of StubHub. The case of StubHub and MLB was selected based on their partnership history and the reputation of StubHub. Design/methodology/approach A Qualtrics survey panel was used to collect the survey data. Structural equation modeling was used to analyze the relationships between sponsor
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Once upon a time: using brand stories to sell signature sneakers International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-09-18 Antonio Williams, Yoon Heo
Purpose Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the influence of storytelling in the sport marketing literature has not been investigated, especially on consumers' perspective. Thus, the purpose of this study is to (a) examine the effect of storytelling on sport consumers, and (b) explore the moderation effect of product involvement on the relationship between
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Customer engagement on social media: an examination of NFL teams’ Instagram posts International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-09-08 Wenche Wang
Purpose Social media enables sport organizations to connect with customers in a dynamic, ubiquitous, and timely manner. Although these organizations routinely use social media, the best practices to improve customer engagement remain elusive. This paper aims to examine National Football League (NFL) teams’ Instagram posts to understand how sport teams can utilize social media to drive customer engagement
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The impacts of social needs and game playing type on esports consumers' positive eWOM sharing: applying the FIRO theory International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-09-01 Deokkyung Ock, Yongjin Hwang
Purpose The current study aims to examine esports consumers' social needs (inclusion, affection and control) as antecedents of positive eWOM intention. Additionally, the moderating effects of game playing type (individual-based competition vs. team-based competition) were tested to determine whether the inherent socializing opportunities provided by each game playing type have different effects on
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Stakeholders' “voice” through social media: the case of corporate social responsibility in sport International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-08-31 Yoseph Z. Mamo, Christos Anagnostopoulos
Purpose Previous corporate social responsibility (CSR) research has mainly revolved around the “usual target” (that is, fans and consumers) that invest money, time and energy in supporting their teams in isolation while largely ignoring individual members of the public. Building on social exchange theory and social media analytics, the authors examine the social outcomes of CSR aggregated from individual
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Taking fan engagement to a new level – assessing sports consumer interest in virtual environments and Web3 activations International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-08-25 Joern Schlimm, Christoph Breuer
Purpose This paper explores sports consumer interest in virtual environments (VE) and Web3 activations, specifically how the level of psychological involvement, consumers' generational cohorts and previous experience with VE and Web3 activations influence consumer interest in VE and Web3 products and services related to their favorite sports team. Design/methodology/approach A survey instrument was
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The outcomes of social capital among event runners: quality of life considerations International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-08-23 Ran Zhou, Kyriaki (Kiki) Kaplanidou
Purpose Mass participation sport events, such as running events, have the potential to foster social capital among event participants. The purpose of this study is to investigate the interrelationships among sport event participation, social capital and various (behavioral, psychological, informational and negative) outcomes. Design/methodology/approach Following Putnam's social capital approach, a
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Sports fashion and sustainability: a perfect match? International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-08-21 Cristopher Siegfried Kopplin
Purpose Sports fashion is marketed showing happiness, physical performance and self-care. Thus, sports fashion brands should see a good fit with sustainability: future orientation, self-care, care for others and going out for a physical experience, oftentimes in nature. On the other hand, sports fashion is regularly made of non-sustainable materials and produced under difficult work conditions. This
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Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-08-17 André Calapez, Tiago Ribeiro, Victor Almeida, Vera Pedragosa
Purpose Despite to useful relevance to better understand how group-level identity develops, few studies have explored the identity theory in the esports field and, in particular, considering the impact of a fan's role identity. The current study aims to explore esports fan role-identity vis-à-vis the relationship with the sponsor and the sponsee so as to understand the effects on their behavioral intentions
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Examining valuation of corporate naming rights partnerships in collegiate sports and their impact on consumer behavior International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-07-31 Brett Centracchio, Nels Popp, Jonathan A. Jensen
Purpose Most college athletics department have not sold corporate naming rights to their athletics facilities. Popp et al. (2016) suggests two primary reasons: (1) difficulty in determining proper valuation and (2) fear of stakeholder backlash. The purpose of the current study is to address both concerns by utilizing a hedonic pricing model predicting collegiate naming rights values and utilizing fixed-effects
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The “why” behind generation Y amateur gamers' ongoing eSports gameplay intentions International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-07-25 Woulan Hattingh, Liandi Van den Berg, Ayesha Bevan-Dye
Purpose Technological advancements in games increased the popularity of online gaming. The rapid expansion of the eSports market may largely be attributed to the ever-increasing popularity amongst Generation Y amateur gamers. The primary objective of this study is to determine the factors influencing Generation Y amateur gamers' ongoing eSports gameplay intentions. Design/methodology/approach This
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Sport consumers: perceiving and enjoying danger in American football International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-07-13 T. Bettina Cornwell, Ravi Pappu, Eric Setten
Purpose The purpose of this paper is to better understand how consumers perceive and process danger in American football and why they continue to enjoy watching the sport given society’s increased understanding of the danger to the athletes. Design/methodology/approach Two studies, one lab study with eye-tracking (N = 152) and one survey study (N = 444), were conducted. Study 1 examines how the perception
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Drivers of the perceived social impact of the Super Bowl: mediation and moderation analyses International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-07-04 Ji Wu, Madeleine Orr, Yuhei Inoue, Yonghwan Chang
Purpose Building on the social leverage model (SLM), this study aims to examine the influence of event-related attributes on residents' perceived social impact of a major sport event, as mediated by event involvement. It also investigates the moderating effect of event rights holders' credibility on the relationship between event involvement and perceived social impact. Design/methodology/approach
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A “toxic culture”: the experiences of underrepresented ticket sales employees across professional sport International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-07-03 Liz Sattler, Megan Shreffler, Nels Popp, David Pierce
Purpose The purpose of this exploratory study was to examine the workplace experiences of current and former underrepresented ticket sales employees. Design/methodology/approach The study utilized survey methodology to answer the research questions. Purposive sampling was used to identify potential respondents: individuals who were either currently employed as sport ticket sales employees or had been
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When celebrity endorsements collide with social activism: exploring athlete celebrity endorsements, social issues and brand perception International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-06-20 Stephanie Schartel Dunn, Gwen S. Nisbett
Purpose Celebrity endorsements are common, especially sports celebrities. Understanding the impact such celebrities' social activism statements have on the brands the celebrities are affiliated with is particularly important. This study aims to examine how consumers respond to social statements made by both companies and sports celebrities and how those reactions influence consumer perceptions of associated
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Quality and satisfaction in female fitness centers and the moderating roles of age and income: empirical evidence from Saudi Arabia International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-06-19 Safinaz AbouRokbah, Mohammad Asif Salam
Purpose Fitness centers have become quotidian fundamentals. Consequently, center managers face escalating competitiveness to sustain their businesses. Saudi Arabia's Vision 2030 emphasizes quality of life and the gravitation toward healthy lifestyles. The service quality of fitness centers is an essential factor influencing customer satisfaction. Owing to the dearth of research on this topic, especially
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The effects of pre-scandal associations of athlete endorsers and scandal types on consumer blame and eWOM International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-06-14 Shintaro Sato, Yong Jae Ko, Daehwan Kim, Joon Sung Lee
Purpose The purpose of this research is to examine how pre-scandal associations and scandal types interactively influence consumer judgment and negative electronic word-of-mouth (eWOM). Design/methodology/approach Drawing from cognitive dissonance theory and associative memory network model, the online experiments (Amazon Mechanical Turk; Nexperiment 1 = 146 and Nexperiment 2 = 189) were conducted
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The knowledge structure of corporate social responsibility in sport management: a retrospective bibliometric analysis International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-06-07 Weisheng Chiu, Heetae Cho, Doyeon Won
Purpose Corporate social responsibility (CSR) has become increasingly significant in the sport industry, and athletes, leagues, teams and sport organizations are actively engaging in socially responsible activities. The popularity of CSR has attracted the attention of scholars in the field of sport management. However, little research has investigated the overview and evolution of the extant literature
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Hype or opportunity? Tokenization as engagement platform in sport marketing International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-04-27 Pascal Stegmann, Daniel Matyas, Tim Ströbel
Purpose Novel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by facilitating engagement behavior. However, it remains unclear to what extent tokenization can serve as an engagement platform to enable new and innovative interactions between sport organizations and its network of
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Service quality, satisfaction and behavioural intentions in sport child camps: participants and parents' perspectives International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-04-21 Marisa Sousa, Celina Gonçalves, Rui Biscaia, Maria José Carvalho
Purpose This study aims to assess service quality in sport child camps among both participants and parents and its effects on satisfaction and behavioural intentions. Design/methodology/approach Data were collected from participants (n = 258) and parents (n = 226) of a sport child camp. A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural
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Salute to service or salute to skepticism? An empirical analysis of military members’ perceptions of the NFL’s military campaign International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-03-15 Keevan M. Statz, Austin C. Bogina, Jennifer L. Schmult, Brian S. Gordon
Purpose Sport organizations’ use of corporate social responsibility (CSR) has become commonplace. Similarly, academic inquiry into the CSR phenomenon has become almost as ubiquitous. However, this paper argues that a group has been forgotten about in the literature surrounding sport and CSR: the campaign beneficiary, especially in sport-based CSR research. After all, CSR campaigns are intended to support
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Which sway? Athlete activism, teammate allyship and fan patriotism International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-03-14 Brent Smith, Stephanie A. Tryce, Carol Ferrara
Purpose To measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship. Design/methodology/approach In this study of US sport fans (n = 519), the authors examine whether two varieties of patriotism—the affective “symbolic patriotism” and the cognitive “uncritical patriotism”—might explain fans' reactions
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Sport team identification: a social identity perspective comparing local and distant fans International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-03-07 Petri Lintumäki, Oliver Koll
Purpose Supporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans regarding drivers of team identification. Design/methodology/approach A multigroup structural equation model was employed. The data were collected through an online survey with 1,285 sports fans. Findings Team distinctiveness
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Member identity in fitness centres and its consequences: an examination of members and managers' perspectives International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-02-17 Vera Pedragosa, Rui Biscaia, Michael E. Naylor, David P. Hedlund, Geoff Dickson
Purpose The purpose of this study was to examine the effect of member identity and its dimensions of power, urgency, external legitimacy, internal legitimacy and interest, on satisfaction and behavioural intentions in fitness centres. Design/methodology/approach Two studies were designed. In Study 1, data were collected from fitness centre members (n = 225) and structural equation modelling used to
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Understanding the relationship between acceptance of multifunctional health and fitness features of wrist-worn wearables and actual usage International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-02-14 Jeongbeom Hahm, Heedong Choi, Hirotaka Matsuoka, Jiyoung Kim, Kevin K. Byon
Purpose The purpose of this study was to identify existing users' acceptance of the multidimensional health and fitness features of wrist-worn wearable devices (WWDs) required for each stage of physical activity (i.e. before, during and after) and examine the relationship between its acceptance (i.e. knowledge acquisition, perceived usefulness and perceived ease of use) and the actual use of its health
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How advertising claims affect sports consumers' purchase intention of badminton rackets? The role of regulatory fit International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-02-01 Ying-Lien Ni, Che-Chun Kuo, Wen Hsin Chang, Chia-Huei Wu, Lung Hung Chen
Purpose Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets. Des
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Promote the “wow”: (mis)representation, perception and reception of media promotion on wheelchair rugby International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-01-31 Tiao Hu, Michael Cottingham, Deborah Shapiro, Don Lee
Purpose This phenomenological study aims to explore how media promote and should promote wheelchair rugby. Design/methodology/approach Semi-structured interviews were conducted with 31 athletes at National Wheelchair Rugby Championship. In using a reflective thematical analysis approach, three themes were identified – media coverage: the promise of an unknown quantity; the battle of inspiration and
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The moderating effect of fan engagement on the relationship between fan knowledge and fan co-creation in social media International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-01-30 Mohsen Behnam, Geoff Dickson, Vahid Delshab, Anna Gerke, Parvaneh Savari Nikou
Purpose Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects within the co-creation process. The authors develop a model for synthesizing the interactive concepts related to fan co-creation in social media, which leads to team identification. Design/methodology/approach Participants
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Fans' perceptions of pro-environmental sustainability initiatives in sport and triple bottom line benefits International Journal of Sports Marketing and Sponsorship (IF 2.527) Pub Date : 2023-01-24 Ricardo Roseira Cayolla, Marco Escadas, Rui Biscaia, Timothy Kellison, Joana A. Quintela, Teresa Santos
Purpose The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours). Design/methodology/approach Data were collected in two different steps using an online self-administered