Pub Date : 2021-07-01DOI: 10.1108/IJSMS-03-2021-0055
Youngho Park, D. Kwak
PurposeThe current study aims to provide a systematic approach to detecting and identifying social desirability bias (SDB) in survey data using controversial sponsorship as a research context.Design/methodology/approachWe used an experimental approach to manipulate sponsorship situations (e.g. Beer sponsor vs Sports drink sponsor) that could potentially motivate respondents to under-report their perceptions toward the sponsor. By employing both procedural and statistical approaches, our evidence shows that responses toward the controversial sponsor were in fact contaminated by SDB.FindingsThe findings of the study provide methodological and practical implications for how sport marketing scholars and practitioners can identify, detect and control SDB in self-report data.Originality/valueWe argue that some survey research in sport marketing may be prone to SDB, but SDB has not received sufficient attention in sport marketing research. We emphasize the importance of detecting (and avoiding/controlling) SDB in sport management research.
{"title":"Exploring the empirical evidence of social desirability bias (SDB) in sport consumer research","authors":"Youngho Park, D. Kwak","doi":"10.1108/IJSMS-03-2021-0055","DOIUrl":"https://doi.org/10.1108/IJSMS-03-2021-0055","url":null,"abstract":"PurposeThe current study aims to provide a systematic approach to detecting and identifying social desirability bias (SDB) in survey data using controversial sponsorship as a research context.Design/methodology/approachWe used an experimental approach to manipulate sponsorship situations (e.g. Beer sponsor vs Sports drink sponsor) that could potentially motivate respondents to under-report their perceptions toward the sponsor. By employing both procedural and statistical approaches, our evidence shows that responses toward the controversial sponsor were in fact contaminated by SDB.FindingsThe findings of the study provide methodological and practical implications for how sport marketing scholars and practitioners can identify, detect and control SDB in self-report data.Originality/valueWe argue that some survey research in sport marketing may be prone to SDB, but SDB has not received sufficient attention in sport marketing research. We emphasize the importance of detecting (and avoiding/controlling) SDB in sport management research.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"78 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132978540","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-06-29DOI: 10.1108/ijsms-02-2021-0053
Youngbum Kwon, D. Kwak
PurposeThe global outbreak of the COVID-19 forced most sport leagues to cancel games in March–April 2020, leaving no sport games to watch for sport fans. The present study examined how sport consumers appraise stress and engage in coping behaviors resulted from sport lockout due to the global pandemic.Design/methodology/approachThis study examined the relationship between sport fans’ psychological dispositions, threat appraisal and coping strategies among professional sport fans in the USA. A panel of sport fans (N = 446) representative of the US adult population participated in an online survey in the fourth week of April, 2020 when no major sport leagues made a return from the lockout due to the COVID-19 outbreak.FindingsResults of this present study showed that anger, aggressiveness and need for affiliation increased threat perceptions toward the COVID-19 lockout, which subsequently had significant effect on emotion-focused and disengagement coping behaviors.Research limitations/implicationsThis is the first empirical study that examined stress and coping behavior among sport fans in the global public health crisis context. Our findings show what triggers stress appraisals and how fans cope with them.Practical implicationsFindings suggest that segmenting sport fans based on psychological dispositions could be useful in predicting fans that will engage in coping behaviors.Social implicationsWhile the hope is to return to normal postpandemic, COVID-19 might not be the last. We are uncertain whether there might be another potential pandemic-related sport lockdown. Understanding how lack of sport events can create distress in sport fans and have important public health implications.Originality/valueThe findings provide empirical evidence on how sport consumers respond to the pandemic-related sport lockdown and cope with the unprecedented situation. The findings of this study contribute to the sport management literature as we are unsure whether the sport industry might face this challenging situation in the future again.
{"title":"No games to watch: empirical analysis of sport fans’ stress and coping strategies during COVID-19 lockdown","authors":"Youngbum Kwon, D. Kwak","doi":"10.1108/ijsms-02-2021-0053","DOIUrl":"https://doi.org/10.1108/ijsms-02-2021-0053","url":null,"abstract":"PurposeThe global outbreak of the COVID-19 forced most sport leagues to cancel games in March–April 2020, leaving no sport games to watch for sport fans. The present study examined how sport consumers appraise stress and engage in coping behaviors resulted from sport lockout due to the global pandemic.Design/methodology/approachThis study examined the relationship between sport fans’ psychological dispositions, threat appraisal and coping strategies among professional sport fans in the USA. A panel of sport fans (N = 446) representative of the US adult population participated in an online survey in the fourth week of April, 2020 when no major sport leagues made a return from the lockout due to the COVID-19 outbreak.FindingsResults of this present study showed that anger, aggressiveness and need for affiliation increased threat perceptions toward the COVID-19 lockout, which subsequently had significant effect on emotion-focused and disengagement coping behaviors.Research limitations/implicationsThis is the first empirical study that examined stress and coping behavior among sport fans in the global public health crisis context. Our findings show what triggers stress appraisals and how fans cope with them.Practical implicationsFindings suggest that segmenting sport fans based on psychological dispositions could be useful in predicting fans that will engage in coping behaviors.Social implicationsWhile the hope is to return to normal postpandemic, COVID-19 might not be the last. We are uncertain whether there might be another potential pandemic-related sport lockdown. Understanding how lack of sport events can create distress in sport fans and have important public health implications.Originality/valueThe findings provide empirical evidence on how sport consumers respond to the pandemic-related sport lockdown and cope with the unprecedented situation. The findings of this study contribute to the sport management literature as we are unsure whether the sport industry might face this challenging situation in the future again.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128757161","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-06-28DOI: 10.1108/ijsms-01-2021-0016
Antonio S. Williams, Sungwook Son
PurposeDespite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect of rebranding – logo redesign – influences fans' attitudes toward a sport brand and intent to purchase merchandise bearing the rebranded logo. More specifically, we aim to investigate the influence of varying degrees of logo change and fan identification in relation to brand attitude and purchase intention.Design/methodology/approachAn experimental design, 4 (degrees of logo change) × 2 (fan identification: low, high), was utilized with the sample of 277 participants. The current logo of the Ultimate Fighting Championship was redesigned into three fictitious rebranded logos as stimuli based on different rebranding types.FindingsThe results suggest that color change and revolutionary change generate the most negative attitudes from both high- and low-identified fans, and fan identification is not a significant factor influencing fan attitudes. Regarding purchase intention, low-identified fans are not significantly influenced by logo changes whereas highly identified fans showed similar response to their attitudes.Originality/valueThe findings advance the current body of knowledge on sport rebranding and fan behavior by demonstrating the effects of varying degrees of logo redesign and fan identification levels on brand attitude and purchase intention. Moreover, the current research has important implications for sport marketers on developing effective rebranding and logo redesign strategies.
{"title":"Sport rebranding: the effect of different degrees of sport logo redesign on brand attitude and purchase intention","authors":"Antonio S. Williams, Sungwook Son","doi":"10.1108/ijsms-01-2021-0016","DOIUrl":"https://doi.org/10.1108/ijsms-01-2021-0016","url":null,"abstract":"PurposeDespite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect of rebranding – logo redesign – influences fans' attitudes toward a sport brand and intent to purchase merchandise bearing the rebranded logo. More specifically, we aim to investigate the influence of varying degrees of logo change and fan identification in relation to brand attitude and purchase intention.Design/methodology/approachAn experimental design, 4 (degrees of logo change) × 2 (fan identification: low, high), was utilized with the sample of 277 participants. The current logo of the Ultimate Fighting Championship was redesigned into three fictitious rebranded logos as stimuli based on different rebranding types.FindingsThe results suggest that color change and revolutionary change generate the most negative attitudes from both high- and low-identified fans, and fan identification is not a significant factor influencing fan attitudes. Regarding purchase intention, low-identified fans are not significantly influenced by logo changes whereas highly identified fans showed similar response to their attitudes.Originality/valueThe findings advance the current body of knowledge on sport rebranding and fan behavior by demonstrating the effects of varying degrees of logo redesign and fan identification levels on brand attitude and purchase intention. Moreover, the current research has important implications for sport marketers on developing effective rebranding and logo redesign strategies.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134387684","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-06-22DOI: 10.1108/ijsms-12-2020-0218
Lei Luo, T. Y. Qian, Gregg Rich, James J. Zhang
PurposeThe current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core and peripheral market demand on event identification between first-time and repeat spectators.Design/methodology/approachResearch participants (N = 540) were spectators at the Shanghai Masters over a span of seven days. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA).FindingsSignificant, positive relationships were found between core market demand and event identification, and between core market demand and behavioral intentions. In contrast, peripheral market demand only had significant, positive effect on event identification; however, findings revealed that event identification fully mediated the relationships between peripheral market demand and behavioral intentions. Additionally, the effect of peripheral market demand on event identification was greater among first-time spectators than repeat spectators.Originality/valueThis study contributed to the application of PLS-SEM in sport management research by adopting a formative-formative hierarchical component model (HCM) to address the prevailing measurement model misspecification of market demand constructs. The findings highlighted the merits of promoting market demand associated with recurring hallmark sporting events and the importance of enhancing event identification through differential market penetration schemes across different spectator groups.
{"title":"Impact of market demand on recurring hallmark sporting event spectators: an empirical study of the Shanghai Masters","authors":"Lei Luo, T. Y. Qian, Gregg Rich, James J. Zhang","doi":"10.1108/ijsms-12-2020-0218","DOIUrl":"https://doi.org/10.1108/ijsms-12-2020-0218","url":null,"abstract":"PurposeThe current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core and peripheral market demand on event identification between first-time and repeat spectators.Design/methodology/approachResearch participants (N = 540) were spectators at the Shanghai Masters over a span of seven days. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA).FindingsSignificant, positive relationships were found between core market demand and event identification, and between core market demand and behavioral intentions. In contrast, peripheral market demand only had significant, positive effect on event identification; however, findings revealed that event identification fully mediated the relationships between peripheral market demand and behavioral intentions. Additionally, the effect of peripheral market demand on event identification was greater among first-time spectators than repeat spectators.Originality/valueThis study contributed to the application of PLS-SEM in sport management research by adopting a formative-formative hierarchical component model (HCM) to address the prevailing measurement model misspecification of market demand constructs. The findings highlighted the merits of promoting market demand associated with recurring hallmark sporting events and the importance of enhancing event identification through differential market penetration schemes across different spectator groups.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117048714","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-06-18DOI: 10.1108/ijsms-02-2021-0032
Brandon Mastromartino, M. Naraine
PurposeThe purpose of this study was to examine the effectiveness of social media strategies of sport organizations when an unexpected absence of relevant content occurs. The study explored the typologies of Instagram posts of NHL teams and measured engagement of social media content that was not planned in advance.Design/methodology/approachA mixed methods approach was utilized through a content analysis of 12 NHL team social media feeds. 502 (n = 502) posts were examined from the period of March 12 – May 26 during which the NHL season was suddenly paused due to the COVID-19 pandemic. Typologies of posts were identified through a qualitative coding process and ANOVA tests were conducted to examine the effectiveness of each typology in engaging consumers.FindingsThis study found that social media strategies of the sampled NHL teams is evidence of disinnovation with digital, as opposed to the previously conceptualized innovative properties that these activities bear. Therefore, in order to achieve the consumer engagement outcomes sought to build stronger relationships with fans and deliver on the expected leveraging capabilities for sponsors, sport marketers must reconsider their current, imbalanced approach and whether the more inherently interactive content should be balanced with entertaining content that requires organic consumer engagement.Originality/valueThis study offers a unique application of UGT, highlighting that social media in a sport context is not just about gratifying consumers, but preventing diminishing engagement and exploitation of users through overuse of sponsorship-laced content.
{"title":"(Dis)Innovative digital strategy in professional sport: examining sponsor leveraging through social media","authors":"Brandon Mastromartino, M. Naraine","doi":"10.1108/ijsms-02-2021-0032","DOIUrl":"https://doi.org/10.1108/ijsms-02-2021-0032","url":null,"abstract":"PurposeThe purpose of this study was to examine the effectiveness of social media strategies of sport organizations when an unexpected absence of relevant content occurs. The study explored the typologies of Instagram posts of NHL teams and measured engagement of social media content that was not planned in advance.Design/methodology/approachA mixed methods approach was utilized through a content analysis of 12 NHL team social media feeds. 502 (n = 502) posts were examined from the period of March 12 – May 26 during which the NHL season was suddenly paused due to the COVID-19 pandemic. Typologies of posts were identified through a qualitative coding process and ANOVA tests were conducted to examine the effectiveness of each typology in engaging consumers.FindingsThis study found that social media strategies of the sampled NHL teams is evidence of disinnovation with digital, as opposed to the previously conceptualized innovative properties that these activities bear. Therefore, in order to achieve the consumer engagement outcomes sought to build stronger relationships with fans and deliver on the expected leveraging capabilities for sponsors, sport marketers must reconsider their current, imbalanced approach and whether the more inherently interactive content should be balanced with entertaining content that requires organic consumer engagement.Originality/valueThis study offers a unique application of UGT, highlighting that social media in a sport context is not just about gratifying consumers, but preventing diminishing engagement and exploitation of users through overuse of sponsorship-laced content.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116202718","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-25DOI: 10.1108/ijsms-02-2020-0025
Z. Memari, A. Pandari, M. Ehsani, Shokufeh Mahmudi
PurposeTo understand the football industry in its entirety, a supply chain management (SCM) approach is necessary. This includes the study of suppliers, consumers and their collaborations. The purpose of this study was to present a business management model based on supply chain management.Design/methodology/approachData were collected through in-depth interviews with 12 academic and executive football experts. After three steps of open, axial and selective coding based on grounded theory with a paradigmatic approach, the data were analysed, and a football supply chain management (FSCM) was developed. The proposed model includes three managerial components: upstream suppliers, the manufacturing firm, and downstream customers.FindingsThe football industry sector has three parts: upstream suppliers, manufacturing firm/football clubs and downstream customers. We proposed seven parts for the managerial processes of football supply chain management: event/match management, club management, resource and infrastructure management, customer relationship management, supplier relationship management, cash flow management and knowledge and information flow management. This model can be used for configuration, coordination and redesign of business operations as well as the development of models for evaluation of the football supply chain's performance.Originality/valueThe proposed model of a football supply chain management, with the existing literature and theoretical review, created a synergistic outcome. This synergy is presented in the linkage of the players in this chain and interactions between them. This view can improve the management of industry productivity and improve the products quality.
{"title":"Business management in the football industry from a supply chain management perspective","authors":"Z. Memari, A. Pandari, M. Ehsani, Shokufeh Mahmudi","doi":"10.1108/ijsms-02-2020-0025","DOIUrl":"https://doi.org/10.1108/ijsms-02-2020-0025","url":null,"abstract":"PurposeTo understand the football industry in its entirety, a supply chain management (SCM) approach is necessary. This includes the study of suppliers, consumers and their collaborations. The purpose of this study was to present a business management model based on supply chain management.Design/methodology/approachData were collected through in-depth interviews with 12 academic and executive football experts. After three steps of open, axial and selective coding based on grounded theory with a paradigmatic approach, the data were analysed, and a football supply chain management (FSCM) was developed. The proposed model includes three managerial components: upstream suppliers, the manufacturing firm, and downstream customers.FindingsThe football industry sector has three parts: upstream suppliers, manufacturing firm/football clubs and downstream customers. We proposed seven parts for the managerial processes of football supply chain management: event/match management, club management, resource and infrastructure management, customer relationship management, supplier relationship management, cash flow management and knowledge and information flow management. This model can be used for configuration, coordination and redesign of business operations as well as the development of models for evaluation of the football supply chain's performance.Originality/valueThe proposed model of a football supply chain management, with the existing literature and theoretical review, created a synergistic outcome. This synergy is presented in the linkage of the players in this chain and interactions between them. This view can improve the management of industry productivity and improve the products quality.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128817478","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-23DOI: 10.1108/ijsms-06-2020-0116
Bomin Paek, A. Morse, Minjung Kim, Hoyoon Jung
PurposeDue to the increased growth of Internet users, the examination of compelling online shopping behavior has emerged as a vital topic in developing positive consumer behaviors. However, there is a dearth of studies into how consumers of sport merchandise in the online setting spend their time and what types of factors contribute toward their positive shopping experience. To fill this gap, the purpose of this current study is to investigate the impact and complexity of sport commerce websites by providing the precondition of flow (e.g. convenience, content, aesthetics, interactivity and customization), as well as the consequences of flow (e.g. website satisfaction and shopping well-being).Design/methodology/approachThis study examines relationships among perceived website quality, flow, web satisfaction, and shopping well-being by using structural equation modeling. This current study is based on online sport fans who have recent online shopping experiences of licensed sport products (n = 331).FindingsResults of this present study show that flow plays a mediating role between perceived website quality and web satisfaction, which in turn is positively associated with consumers' shopping well-being.Originality/valueThis current study supports a mediating role of flow state in sport consumer perceptions of website quality and satisfaction; it expands existing knowledge through determining the factors that facilitate flow state and website satisfaction in online shopping. This empirical finding offers important implications regarding the function of flow as an essential factor via the optimization of website services and sport consumers' attitudes.
{"title":"Sport consumer flow and shopping well-being in online shopping","authors":"Bomin Paek, A. Morse, Minjung Kim, Hoyoon Jung","doi":"10.1108/ijsms-06-2020-0116","DOIUrl":"https://doi.org/10.1108/ijsms-06-2020-0116","url":null,"abstract":"PurposeDue to the increased growth of Internet users, the examination of compelling online shopping behavior has emerged as a vital topic in developing positive consumer behaviors. However, there is a dearth of studies into how consumers of sport merchandise in the online setting spend their time and what types of factors contribute toward their positive shopping experience. To fill this gap, the purpose of this current study is to investigate the impact and complexity of sport commerce websites by providing the precondition of flow (e.g. convenience, content, aesthetics, interactivity and customization), as well as the consequences of flow (e.g. website satisfaction and shopping well-being).Design/methodology/approachThis study examines relationships among perceived website quality, flow, web satisfaction, and shopping well-being by using structural equation modeling. This current study is based on online sport fans who have recent online shopping experiences of licensed sport products (n = 331).FindingsResults of this present study show that flow plays a mediating role between perceived website quality and web satisfaction, which in turn is positively associated with consumers' shopping well-being.Originality/valueThis current study supports a mediating role of flow state in sport consumer perceptions of website quality and satisfaction; it expands existing knowledge through determining the factors that facilitate flow state and website satisfaction in online shopping. This empirical finding offers important implications regarding the function of flow as an essential factor via the optimization of website services and sport consumers' attitudes.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121906302","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-23DOI: 10.1108/ijsms-02-2020-0018
Hoyeol Yu, G. M. Robinson, Donghun Lee
PurposeThis study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such, the primary aim was to examine differences regarding consumers' perceptions of self-image congruence and perceived product quality when considering solo-branding and co-branding conditions. Further, under the co-branding condition, relationships among consumers' self-image congruence, perceived product quality, image fit, product evaluation and purchase intention were investigated.Design/methodology/approachA scenario-based quasi-experiment consisting of hypothetical co-branding initiatives between existing brands was conducted.FindingsResults from a repeated multivariate analysis of variance (MANOVA) indicated that consumers' symbolic and functional perceptions of co-branding as well as evaluations were statistically higher than in the solo-branding condition. Additionally, structural equation modeling indicated positive relationships between consumers' symbolic and functional perceptions, image fit, evaluation and behavior intention.Originality/valueThis study is one of the first papers to investigate the impact of co-branding on consumers within the sport industry and provides evidence of the positive impact of co-branding strategies on consumer behavior within the sport industry.
{"title":"To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products","authors":"Hoyeol Yu, G. M. Robinson, Donghun Lee","doi":"10.1108/ijsms-02-2020-0018","DOIUrl":"https://doi.org/10.1108/ijsms-02-2020-0018","url":null,"abstract":"PurposeThis study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such, the primary aim was to examine differences regarding consumers' perceptions of self-image congruence and perceived product quality when considering solo-branding and co-branding conditions. Further, under the co-branding condition, relationships among consumers' self-image congruence, perceived product quality, image fit, product evaluation and purchase intention were investigated.Design/methodology/approachA scenario-based quasi-experiment consisting of hypothetical co-branding initiatives between existing brands was conducted.FindingsResults from a repeated multivariate analysis of variance (MANOVA) indicated that consumers' symbolic and functional perceptions of co-branding as well as evaluations were statistically higher than in the solo-branding condition. Additionally, structural equation modeling indicated positive relationships between consumers' symbolic and functional perceptions, image fit, evaluation and behavior intention.Originality/valueThis study is one of the first papers to investigate the impact of co-branding on consumers within the sport industry and provides evidence of the positive impact of co-branding strategies on consumer behavior within the sport industry.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127114131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-12-21DOI: 10.1108/ijsms-01-2020-0011
Hüseyin Köse, Metin Argan, David P. Hedlund
PurposeThe purpose of this research is to develop and validate a scale to measure the perceived orientation of sport organizations toward their fans, and subsequently, to test its relationship with six outcomes based on data from the fanbases of three distinct sport teams.Design/methodology/approachUsing interviews and focus groups, important elements of fans' perceptions of their relationship with sport organizations are identified. After creating items based on the results of the interviews and focus groups, EFA, CFA and SEM procedures are used to create and test a multidimensional scale of perceived fan orientation.FindingsUsing EFA and CFA procedures, an 11-item, four-dimension scale of perceived fan orientation is validated, including components measuring (1) hosting events and campaigns for fans, (2) communicating information to fans, (3) interacting with fans when requests and problems arise and (4) providing preferential treatment to fans. The SEM results provide evidence of the impact of fan orientation on multiple measured outcomes for three professional football teams.Research limitations/implicationsThis research is limited to three professional football teams in Turkey. However, the development of the multidimensional perceived fan orientation (PERFANOR) scale provides sport organizations' management and personnel with information about the relationship fans desire.Practical implicationsSport managers, marketers and front-line staff are recommended to undertake activities to improve the relationship between the organization, team and its fans.Originality/valueThe principles and practices of relationship marketing and service quality often include discussions of the importance of “putting fans first,” however until now, no multidimensional scale existed in sport which measures the perceived fan orientation of a sport organization.
{"title":"The influence of perceived fan orientation on satisfaction, loyalty and sport consumption behaviors","authors":"Hüseyin Köse, Metin Argan, David P. Hedlund","doi":"10.1108/ijsms-01-2020-0011","DOIUrl":"https://doi.org/10.1108/ijsms-01-2020-0011","url":null,"abstract":"PurposeThe purpose of this research is to develop and validate a scale to measure the perceived orientation of sport organizations toward their fans, and subsequently, to test its relationship with six outcomes based on data from the fanbases of three distinct sport teams.Design/methodology/approachUsing interviews and focus groups, important elements of fans' perceptions of their relationship with sport organizations are identified. After creating items based on the results of the interviews and focus groups, EFA, CFA and SEM procedures are used to create and test a multidimensional scale of perceived fan orientation.FindingsUsing EFA and CFA procedures, an 11-item, four-dimension scale of perceived fan orientation is validated, including components measuring (1) hosting events and campaigns for fans, (2) communicating information to fans, (3) interacting with fans when requests and problems arise and (4) providing preferential treatment to fans. The SEM results provide evidence of the impact of fan orientation on multiple measured outcomes for three professional football teams.Research limitations/implicationsThis research is limited to three professional football teams in Turkey. However, the development of the multidimensional perceived fan orientation (PERFANOR) scale provides sport organizations' management and personnel with information about the relationship fans desire.Practical implicationsSport managers, marketers and front-line staff are recommended to undertake activities to improve the relationship between the organization, team and its fans.Originality/valueThe principles and practices of relationship marketing and service quality often include discussions of the importance of “putting fans first,” however until now, no multidimensional scale existed in sport which measures the perceived fan orientation of a sport organization.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127517957","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-09-02DOI: 10.1108/ijsms-04-2020-0076
Timothy B. Kellison, Madeleine Orr
PurposeSevere hazards associated with climate change are threatening human settlements, thereby requiring global cities to implement comprehensive climate adaptation strategies. For sports organizations, adaptive measures may include designing and constructing new stadiums. In this study, the authors explore climate change as a vehicle for urban transformation, particularly as it relates to the replacement of existing stadiums with new, more sustainable and resilient venues.Design/methodology/approachThe authors employed a collective case study approach focusing on three recent cases of stadium replacement: Globe Life Field in Arlington, Texas; Oakland Ballpark in Oakland, California; and Marlins Park in Miami, Florida. These cases were selected because an official representative of each team made explicit references to some form of climate adaptation, though each ballpark faces a distinctive climate-related threat.FindingsEach of the cases illustrates the various ways in which climate vulnerability may be deployed by teams and policymakers to replace professional sports stadiums. Although all three examples involved the replacement of an existing ballpark, only in the Texas case was climate adaptation openly cited as the primary reason for stadium replacement. Still, ballpark replacement plans in Oakland and Miami included significant and costly design features to protect the stadiums from extreme weather events.Originality/valueThis study applies the concept of climate vulnerability to illustrate a potential strategy to justify stadium replacement. As cities and metropolitan regions continue to grapple with the grand challenge of climate change, the associated vulnerability of large public assembly facilities such as major sports stadiums – particularly those prominently situated in urban centers – can no longer be ignored.
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