Pub Date : 2023-10-31DOI: 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.
{"title":"The impact of brand attribution for an innovative sports product introduced on the fitness market in France","authors":"Sarah Mischler, Lilian Pichot","doi":"10.1108/ijsms-04-2023-0074","DOIUrl":"https://doi.org/10.1108/ijsms-04-2023-0074","url":null,"abstract":"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.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"3 5","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135870307","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-31DOI: 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.
{"title":"Why do fans go to football games? A discrete choice analysis of ticket buyers' preferences","authors":"Mario Becerra, Matteo Balliauw, Peter Goos, Bruno De Borger, Benjamin Huyghe, Thomas Truyts","doi":"10.1108/ijsms-05-2023-0093","DOIUrl":"https://doi.org/10.1108/ijsms-05-2023-0093","url":null,"abstract":"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.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"24 11","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135870022","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-17DOI: 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.
{"title":"Government-public relationships in the context of mega sport events: conceptualisation and scale development","authors":"Sungkyung Kim, Argyro Elisavet Manoli, Do Young Pyun, James Andrew Kenyon","doi":"10.1108/ijsms-01-2023-0007","DOIUrl":"https://doi.org/10.1108/ijsms-01-2023-0007","url":null,"abstract":"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.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136032467","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-10DOI: 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.
{"title":"Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball","authors":"Ali B. Mondt, Yohan Lee, Stephen L. Shapiro, Alan Morse","doi":"10.1108/ijsms-05-2023-0100","DOIUrl":"https://doi.org/10.1108/ijsms-05-2023-0100","url":null,"abstract":"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.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136291808","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-18DOI: 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.
{"title":"Once upon a time: using brand stories to sell signature sneakers","authors":"Antonio Williams, Yoon Heo","doi":"10.1108/ijsms-03-2022-0082","DOIUrl":"https://doi.org/10.1108/ijsms-03-2022-0082","url":null,"abstract":"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.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135110231","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-19DOI: 10.4324/9780429030673-17
M. Shank, Mark R. Lyberger
{"title":"Implementing and controlling the strategic sports marketing process","authors":"M. Shank, Mark R. Lyberger","doi":"10.4324/9780429030673-17","DOIUrl":"https://doi.org/10.4324/9780429030673-17","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"73 6 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77091938","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-19DOI: 10.4324/9780429030673-13
M. Shank, Mark R. Lyberger
{"title":"Promotion mix elements","authors":"M. Shank, Mark R. Lyberger","doi":"10.4324/9780429030673-13","DOIUrl":"https://doi.org/10.4324/9780429030673-13","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"13 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78813712","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-19DOI: 10.4324/9780429030673-12
M. Shank, Mark R. Lyberger
{"title":"Promotion concepts","authors":"M. Shank, Mark R. Lyberger","doi":"10.4324/9780429030673-12","DOIUrl":"https://doi.org/10.4324/9780429030673-12","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"74 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78099773","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Contingency framework for strategic sports marketing","authors":"M. Shank, Mark R. Lyberger","doi":"10.4324/9780429030673-3","DOIUrl":"https://doi.org/10.4324/9780429030673-3","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"158 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75700014","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-19DOI: 10.4324/9780429030673-14
M. Shank, Mark R. Lyberger
{"title":"Sponsorship programs","authors":"M. Shank, Mark R. Lyberger","doi":"10.4324/9780429030673-14","DOIUrl":"https://doi.org/10.4324/9780429030673-14","url":null,"abstract":"","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"43 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75255029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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