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The impact of brand attribution for an innovative sports product introduced on the fitness market in France 一种创新的运动产品引入法国健身市场后,品牌归属的影响
4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2023-10-31 DOI: 10.1108/ijsms-04-2023-0074
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. Design/methodology/approach The authors completed a quantitative survey with 320 people who are familiar with the toning concept, aged between 20 and 45 years old. The questionnaire was conducted face to face in six large cities in France. Findings Main results show that belief in the effectiveness of the product is positively correlated with purchase intention. However, the attribution of the product to the brand does not guarantee belief in the effectiveness of the product nor does it guarantee purchase intention. Brand credibility has a positive impact on belief in the effectiveness of the product. Furthermore, exposure to advertising allows the product to be attributed to the brand. Yet, it does not have an impact on belief in the product's effectiveness or purchase intention. Originality/value Whereas studying consumer behaviour is not new, analysing consumer perceptions of innovative products and how these perceptions relate to the product brand can provide interesting implications both for consumer behaviour research and from a practical perspective for brands. Indeed, this paper shows the importance of exposure to advertising for a product to be attributed to a brand but this is not enough to induce its purchase. It is the credibility of the brand in the product category as well as the belief in the effectiveness of the product that can lead consumers to buy it.
本研究旨在探讨品牌归因对消费者行为的影响。作者感兴趣的是,消费者是否更有可能购买一个品牌的新运动产品。作者感兴趣的是,在推出新产品的情况下,品牌是否会对消费者对产品的欣赏产生积极影响。设计/方法/方法作者完成了一项对320名熟悉健美概念的人的定量调查,他们的年龄在20到45岁之间。调查问卷在法国的六个大城市进行了面对面的调查。主要结果显示,对产品有效性的信任与购买意愿呈正相关。但是,将产品归属于品牌并不能保证相信产品的有效性,也不能保证购买意愿。品牌信誉对产品有效性的信念有正向影响。此外,暴露在广告中可以使产品归于品牌。然而,它对产品有效性的信念或购买意愿没有影响。虽然研究消费者行为并不新鲜,但分析消费者对创新产品的看法以及这些看法与产品品牌的关系,可以为消费者行为研究和品牌的实际角度提供有趣的启示。事实上,这篇论文显示了产品广告的重要性,但这还不足以诱导其购买。这是品牌在产品类别中的可信度以及对产品有效性的信念,可以导致消费者购买。
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引用次数: 0
Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences 球迷为什么去看足球赛?购票者偏好的离散选择分析
4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2023-10-31 DOI: 10.1108/ijsms-05-2023-0093
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 in order to optimize this revenue stream. Design/methodology/approach Using a detailed discrete choice experiment, based on McFadden's random utility theory, this paper formulates a Bayesian hierarchical multinomial logit model. Such models are very common in the discrete choice modeling literature. The analysis identifies to what extent match and personal attributes influence fans' willingness-to-pay for games of the Belgian men's and women's football national teams. Findings The results show that the strength of the opponent, the type of competition, the location of the seats in the stadium, the day and kick-off time of the match and the ticket price exert an influence on the choice of the respondent. Fans are attracted most by competitive games against strong opponents. They prefer to sit along the sideline, and they have clear preferences for specific kick-off days and times. The authors also find substantial variation between socio-demographic groups, defined in terms of factors such as age, gender and family composition. Practical implications The authors use the results to estimate the willingness-to-pay for match tickets for different socio-demographic groups. Their findings are useful for football clubs and federations interested in optimizing the prices of their match tickets. Originality/value To the best of the authors' knowledge, no stated preference methods, such as discrete choice analysis, have been used to analyze the willingness-to-pay of sports fans. The advantage of discrete choice analysis is that options and variations in tickets that are not yet available in practice can be studied, allowing football organizations to increase revenues from new ticketing instruments.
球票销售是足球俱乐部和足协重要的收入来源。因此,分析球迷买票意愿的决定因素是一项重要的工作。通过了解影响球迷愿意为门票支付多少钱的比赛和球迷相关特征,以及在多大程度上,足球俱乐部和联合会可以修改他们的门票供应和目标,以优化这一收入流。设计/方法/方法:基于McFadden的随机效用理论,通过详细的离散选择实验,建立了贝叶斯层次多项式逻辑模型。这样的模型在离散选择建模文献中非常常见。该分析确定了比赛和个人属性在多大程度上影响了球迷对比利时男足和女足国家队比赛的付费意愿。结果表明,对手的实力、比赛类型、场馆座位的位置、比赛的日期和开球时间以及票价对被调查者的选择都有影响。最吸引球迷的是与强敌的竞技比赛。他们更喜欢坐在场边,他们对特定的开球日期和时间有明确的偏好。作者还发现,根据年龄、性别和家庭组成等因素定义的社会人口群体之间存在巨大差异。实际意义作者使用结果来估计不同社会人口群体购买比赛门票的意愿。他们的发现对有意优化比赛门票价格的足球俱乐部和联合会很有帮助。据作者所知,目前还没有明确的偏好方法,如离散选择分析,被用来分析体育迷的支付意愿。离散选择分析的优势在于,可以对尚未在实践中可用的票务选项和变化进行研究,从而使足球组织能够通过新的票务工具增加收入。
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引用次数: 0
Government-public relationships in the context of mega sport events: conceptualisation and scale development 大型体育赛事背景下的政府与公众关系:概念与规模发展
4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2023-10-17 DOI: 10.1108/ijsms-01-2023-0007
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 lens. In this light, the primary purpose of the present study was to conceptualise government-public relationships in the context of mega sport events and to develop a valid and psychometrically sound scale to measure the relationship quality between two entities. Design/methodology/approach An initial pool of 23 potential government-public relationship items was drawn through item generation processes, including research synthesis and content validity. Then, this study collected 254 respondents via online surveys and split the total sample into two sets for exploratory factor analysis and (n = 127) and confirmatory factor analysis (n = 127). Findings As a result, the scale of the government-public relationships consists of 17 items representing three dimensions: control mutuality, trust and satisfaction. Originality/value The developed government-public relationship scale furnishes event marketers and researchers with a solid framework and a measurement tool for empirical examinations. The current research reveals that the dimensionality, reliability and validity of the three latent government-public relationships dimensions are satisfactory while failing to meet the general consensus that commitment is an important dimension of the existing organisation-public relationships scale.
举办大型体育赛事的热情一直受到当地社区的反对。虽然使用旨在双向沟通以建立相互理解和长期关系的公共关系可能是减少对立的有效工具,但很少有研究从公共关系理论的角度来解释社会关注。在这种情况下,本研究的主要目的是在大型体育赛事的背景下概念化政府-公共关系,并制定一个有效的、心理测量学上健全的量表来衡量两个实体之间的关系质量。设计/方法/方法通过项目生成过程,包括研究综合和内容效度,得出了23个潜在的政府-公共关系项目的初始池。然后,本研究通过在线调查收集了254名受访者,并将总样本分为两组进行探索性因素分析(n = 127)和验证性因素分析(n = 127)。结果政府与公众关系量表由17个条目组成,分别代表控制相互性、信任和满意度三个维度。政府与公众关系量表的发展为事件营销者和研究人员提供了一个坚实的框架和测量工具来进行实证检验。目前的研究表明,三个潜在的政府-公共关系维度的维度、信度和效度是令人满意的,但不符合承诺是现有组织-公共关系量表重要维度的普遍共识。
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引用次数: 0
Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball 消费者对二级票务市场的看法:以StubHub和职业棒球大联盟为例
4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2023-10-10 DOI: 10.1108/ijsms-05-2023-0100
Ali B. Mondt, Yohan Lee, Stephen L. Shapiro, Alan Morse
PurposeThis 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/approachA Qualtrics survey panel was used to collect the survey data. Structural equation modeling was used to analyze the relationships between sponsor congruence, brand equity and purchase intention.FindingsSponsor congruence plays a significant role in consumers' perceived quality of StubHub. Additionally, brand equity significantly influenced purchase intention. More specifically, brand loyalty was the strongest indicator of intent to purchase tickets from StubHub. Brand loyalty and perceived quality indirectly affected the relationship between sponsor congruence and consumers' purchase intentions of StubHub.Originality/valueSponsor congruence between secondary ticket markets and sport leagues can provide a competitive advantage, helping create revenue generation and leverage for partnerships. Perceived quality can help facilitate this relationship and increase revenue generation.
本研究旨在研究StubHub与MLB之间的合作关系如何影响消费者对StubHub的看法。选择StubHub和MLB的案例是基于他们的合作历史和StubHub的声誉。设计/方法/方法采用qualics调查面板收集调查数据。采用结构方程模型分析赞助商一致性、品牌资产与购买意愿之间的关系。赞助商一致性在消费者对StubHub的感知质量中起着重要作用。此外,品牌资产显著影响购买意愿。更具体地说,品牌忠诚度是从StubHub购票意向的最强指标。品牌忠诚度和感知质量间接影响赞助商一致性与消费者StubHub购买意愿的关系。二级票务市场和体育联盟之间的赞助商一致性可以提供竞争优势,帮助创造收入并促进合作关系。感知质量可以帮助促进这种关系并增加收入。
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引用次数: 0
Once upon a time: using brand stories to sell signature sneakers 曾几何时:用品牌故事来推销签名运动鞋
4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2023-09-18 DOI: 10.1108/ijsms-03-2022-0082
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 storytelling and purchase intention of a signature sneaker. Design/methodology/approach Two experiments using 3 (storytelling: bullet-point type vs. athlete-based story vs. product-based story) × 2 (product involvement: low vs. high) between-subjects experimental design were conducted. Findings The main finding illustrates that both the athlete-based story and the product-based story had a stronger influence on a consumer's purchase intention than the information that was given in a bullet-point condition. This study provides a theoretical implication of storytelling strategy for sport marketing literature. From a managerial perspective, the authors heavily recommend the use of storytelling in sport product advertisements. Originality/value Previous literature has highlighted the effect of storytelling in sports organization such as professional sports team or utilization in social media. However, limited studies could be found in the sports product industry and consumer behavior sector. Thus, the current study has a significant value of understanding the storytelling strategy in the perspective of sports consumers as well as brand marketers.
长期以来,讲故事一直是一种流行的营销策略。尽管讲故事在体育营销文献中无处不在,但它的影响还没有被调查过,尤其是从消费者的角度来看。因此,本研究的目的是(a)检验讲故事对体育消费者的影响,(b)探索产品参与对讲故事与签名运动鞋购买意愿关系的调节作用。设计/方法/方法进行了两项实验,采用3(讲故事:要点型vs.运动员型vs.产品型)x2(产品参与:低vs.高)的受试者间实验设计。本研究的主要发现表明,运动员故事和产品故事对消费者购买意愿的影响都要大于要点信息。本研究为体育营销文献的讲故事策略提供了理论启示。从管理的角度来看,作者强烈建议在体育产品广告中使用讲故事的方法。先前的文献强调了讲故事在体育组织中的作用,如专业运动队或在社交媒体中的利用。然而,在体育用品行业和消费者行为领域的研究有限。因此,本研究对于从体育消费者和品牌营销者的角度理解讲故事策略具有重要的价值。
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引用次数: 0
Implementing and controlling the strategic sports marketing process 战略体育营销过程的实施与控制
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2021-11-19 DOI: 10.4324/9780429030673-17
M. Shank, Mark R. Lyberger
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引用次数: 0
Promotion concepts 促销的概念
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2021-11-19 DOI: 10.4324/9780429030673-12
M. Shank, Mark R. Lyberger
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引用次数: 0
Promotion mix elements 促销组合元素
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2021-11-19 DOI: 10.4324/9780429030673-13
M. Shank, Mark R. Lyberger
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引用次数: 1
Contingency framework for strategic sports marketing 战略体育营销的权变框架
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2021-11-19 DOI: 10.4324/9780429030673-3
M. Shank, Mark R. Lyberger
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引用次数: 0
Sponsorship programs 赞助项目
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2021-11-19 DOI: 10.4324/9780429030673-14
M. Shank, Mark R. Lyberger
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引用次数: 0
期刊
International Journal of Sports Marketing & Sponsorship
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