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New jerseys: exploring the influence of NBA team jersey sponsorships on teams and sponsors 新球衣:探索NBA球队球衣赞助对球队和赞助商的影响
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-10-30 DOI: 10.1108/ijsms-10-2019-0111
S. Shoffner, Mark A. Slavich, G. Koo
PurposeIn 2017, the National Basketball Association (NBA) became the first major professional North American sport league to adopt jersey sponsorship. While professional leagues across the globe have allowed this practice for decades, the NBA's decision marked what may be the start of a new trend in North American sport sponsorship. With this in mind, the current study sought to assess the impact of fans' perceptions of these sponsorships on sponsor- and team-related outcomes.Design/methodology/approachAn online sample of 301 NBA fans across the United States was conducted through Amazon's MTurk.FindingsResults exhibited the importance of sponsorship authenticity, which maintained the strongest influence on sponsor- and team-related outcomes. Brand–team fit, sponsorship familiarity and sponsorship identification were also assessed, with mixed results for each factor.Originality/valueResults of these findings related to sponsorship authenticity and consequent practical and theoretical implications are discussed, and areas for future research are provided.
目的2017年,美国国家篮球协会(NBA)成为北美第一个采用球衣赞助的主要职业体育联盟。尽管全球职业联盟几十年来一直允许这种做法,但NBA的决定标志着北美体育赞助新趋势的开始。考虑到这一点,目前的研究试图评估球迷对这些赞助的看法对赞助商和团队相关结果的影响。设计/方法/方法通过亚马逊的MTurk.FindingsResults对全美301名NBA球迷进行了在线抽样。结果显示了赞助真实性的重要性,这对赞助商和球队相关的结果保持了最强烈的影响。还评估了品牌-团队契合度、赞助熟悉度和赞助识别度,每个因素的结果参差不齐。原创性/价值这些发现的结果与赞助的真实性以及随之而来的实践和理论意义有关,并提供了未来的研究领域。
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引用次数: 2
Examination of sustainable features of stadiums as an integral part of sustainable urban development: the case of Turkey 作为城市可持续发展组成部分的体育场馆可持续特征研究:以土耳其为例
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-10-27 DOI: 10.1108/ijsms-05-2020-0091
A. Yüce, H. Katırcı, Sevda Gökce Yüce
PurposeThe purpose of this study is to examine the stadiums in Turkey within the scope of sustainability and evaluate their impact on sustainable urban development.Design/methodology/approachIn the study, at first, the “Sustainable Stadium Assessment Tool”, where the final score ranges from 0 to 100 and the evaluation is made as bronze, silver, gold and platinum according to the score ranges, is developed. With this assessment tool, a total of 20 stadiums built or renovated/restored between 2008 and 2018 in Turkey is examined in social, environmental, economic dimensions within the scope of sustainability, and the current situation is revealed within the frame of sustainable urban development.FindingsAs a result of the study, it was determined that among the stadiums evaluated, only two stadiums have sustainability properties at platinum level, three stadiums at gold level while the remaining stadiums mainly at silver level.Originality/valueTo date, no assessment tool has been created in the field of sports management that can assess the sustainable properties of stadiums. Therefore, the “Sustainable Stadium Assessment Tool” created within the scope of the study is the foremost in the field of sports sciences and sports management with its different qualities in national and international terms. In addition, the examination of the stadiums in the social, environmental, economic dimensions within the scope of sustainability and revealed the current situation is also the first, and it contains information that will make very significant scientific contributions to the relevant field.
目的本研究的目的是在可持续发展的范围内考察土耳其的体育场馆,并评估其对城市可持续发展的影响。设计/方法/方法在这项研究中,首先开发了“可持续体育场评估工具”,最终得分从0到100,根据得分范围将评估分为铜牌、银牌、金牌和白金。利用该评估工具,在可持续发展的范围内,从社会、环境和经济层面对土耳其2008年至2018年间建造或翻新/修复的20座体育场进行了审查,并在可持续城市发展的框架内揭示了现状。研究结果表明,在评估的体育场馆中,只有两个体育场馆具有白金级的可持续性,三个体育场馆为黄金级,其余体育场馆主要为银级。独创性/价值迄今为止,在体育管理领域还没有创建任何评估工具来评估体育场馆的可持续性。因此,在本研究范围内创建的“可持续体育场评估工具”是体育科学和体育管理领域中最重要的工具,具有不同的国家和国际性质。此外,对体育场馆在社会、环境、经济等维度的可持续性范围内的考察和揭示现状也是第一位的,它所包含的信息将对相关领域做出非常重大的科学贡献。
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引用次数: 3
How the type of sports-related endorser influences consumers' purchase intentions 与体育相关的代言人类型如何影响消费者的购买意愿
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-09-29 DOI: 10.1108/IJSMS-01-2020-0009
Aaron von Felbert, C. Breuer
PurposeAs the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions.Design/methodology/approachEmpirical data were collected from 240 useful responses to an online experiment, and research hypotheses were tested using (moderated) serial mediation analyses.FindingsThe study's findings indicate that an endorser has a positive influence on consumers' purchase intentions through their perceptions of the advertisement and the endorsed brand. A moderated serial mediation analysis finds differences in the four types of endorsers analyzed. A sports celebrity is the most effective type of endorser in increasing consumers' purchase intentions, whereas endorsements by company managers and peer consumers, while also positive, are less effective in influencing advertising outcomes. An expert's endorsement is comparable to that of a manager but not significant.Research limitations/implicationsThe generalizability of the study's findings is limited because of a restricted data sample, the use of fictitious endorsers and the limited number of product categories and brands analyzed.Originality/valueThe study systematically analyzes the behavioral influence of four types of endorsers on consumers' purchase intentions, mediated by their perceptions of the advertisements and the endorsed brand. The results of this analysis extend the current state of endorsement research, indicating that endorsements should be integrated into companies' marketing strategies and provide marketing professionals practical guidance on which type of endorser is most effective in influencing advertising outcomes.
目的由于体育名人代言的优越性受到质疑,本研究的目的是确定各种类型的代言对消费者购买意愿的直接和间接影响。设计/方法/方法从240个对在线实验的有用回答中收集经验数据,并使用(调节的)系列中介分析测试研究假设。研究结果表明,代言人通过对广告和代言品牌的感知,对消费者的购买意愿产生积极影响。经过调节的系列中介分析发现,所分析的四种类型的背书人存在差异。体育名人是提高消费者购买意愿的最有效的代言人,而公司经理和同行消费者的代言虽然也是积极的,但在影响广告效果方面效果较差。专家的认可与经理的认可相当,但并不重要。研究局限性/含义由于数据样本有限、使用虚构的代言人以及分析的产品类别和品牌数量有限,研究结果的可推广性有限。原创性/价值本研究系统地分析了四种类型的代言人对消费者购买意愿的行为影响,这些影响是通过他们对广告和代言品牌的感知来调节的。该分析的结果扩展了背书研究的现状,表明背书应纳入公司的营销策略,并为营销专业人员提供关于哪种类型的背书人在影响广告结果方面最有效的实用指导。
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引用次数: 19
Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry 产品意义作为体育消费行为的驱动因素:来自希腊体育产业的证据
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-09-22 DOI: 10.1108/IJSMS-01-2020-0012
D. Papadimitriou, A. Apostolopoulou, S. Branvold, D. Gargalianos
PurposeBuilding on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the Greek sport market. The secondary goal was to examine the extent to which product meanings can predict favorable sport consumer behaviors.Design/methodology/approachData were collected from football and basketball fans of the two biggest professional sport clubs in Greece. A total of 255 Greek fans completed the surveys. Data were analyzed using exploratory and confirmatory factor analysis and structural equation modeling.FindingsThe findings uncovered a 14-item solution to capture the meanings attached to sport licensed products in the Greek market, including four factors-sources: experience, socialization, aesthetics and locality. Meanings related to aesthetics and experience significantly and positively predicted customer satisfaction, word-of-mouth communication, purchase intention and willingness to pay a price premium for licensed products of one's favorite team.Practical implicationsFrom a practical standpoint, this study shows that sport licensed products need to be positioned in the market based on their aesthetic quality. Also, communication plans that associate these products with opportunities for unique experiences, relationships with other fans and a connection to one's local community can drive sales, especially in less developed sport markets such as Greece.Originality/valueThis research contributes to existing literature by highlighting the prominent role of the aesthetic appeal of team licensed products as well as the experience of sport consumers as sources of meaning and value for the owners of those products.
基于北美市场现有的体育授权研究,本研究的主要目标是探索希腊体育市场中体育授权产品所蕴含的意义。第二个目标是检查产品含义可以预测有利的体育消费者行为的程度。设计/方法/方法数据收集自希腊两大职业体育俱乐部的足球和篮球爱好者。共有255名希腊球迷完成了调查。数据分析采用探索性和验证性因素分析和结构方程模型。研究结果揭示了一个14项解决方案,以捕捉希腊市场上体育授权产品的含义,包括四个因素:体验、社交、美学和地方。与美学和体验相关的含义显著正向预测顾客满意度、口碑传播、购买意愿和愿意为自己喜欢的球队的授权产品支付溢价。从实践的角度来看,本研究表明,体育授权产品需要根据其美学质量在市场中进行定位。此外,将这些产品与独特体验的机会、与其他粉丝的关系以及与当地社区的联系联系起来的传播计划可以推动销售,特别是在希腊等欠发达的体育市场。原创性/价值本研究通过强调团队授权产品的审美吸引力的突出作用,以及体育消费者作为这些产品所有者的意义和价值来源的经验,对现有文献做出了贡献。
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引用次数: 2
Sport attendance behavior spectrum: motivators, constraints and context 运动出勤行为谱:激励因素、制约因素和情境
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-09-15 DOI: 10.1108/IJSMS-04-2020-0070
K. C. Mayer, E. Hungenberg
PurposeThe purpose of this paper was to explore a new sport attendance behavior spectrum framework where sport consumer behavior is not derived from just a dichotomy of a motivator positively impacting attendance or a constraint negatively impacting attendance. Rather, when accounting for the context of the setting (e.g. sport, playing level, locality, patron type, etc.), some areas belong on a spectrum that fluctuates between positive and negative impacts on attendance that are dependent on the context of the given environment.Design/methodology/approachThrough factor analysis and structural equation modeling, the proposed model attempted to explain relationships between five second-order factors and game attendance, which expanded to include the new internal contextual and external contextual factors, and ultimately team fandom.FindingsThe results indicated three significant main effects where internal contextual exhibited a positive relationship with attendance, while constraints and external contextual demonstrated a negative relationship. Internal and external motives were not significant. Further, the moderating effect of high and low sport interest groupings largely indicated no significant spectator differences. The model explained 24% of the variance in attendance, and attendance accounted for 41% of the variance in team fandom.Originality/valueAttendance is intricate, and this study highlighted the importance of considering and adapting to the sporting context as some factors exist on a sport attendance behavior spectrum and differently impact spectators positively or negatively, given the context of the setting. Further, in this lower-level sport setting, consumers viewed minor league hockey more as a leisure commodity than a premier sport contest.
本文的目的是探索一个新的体育上座率行为谱框架,其中体育消费者的行为不仅仅来源于积极影响上座率的激励因素或消极影响上座率的约束因素的二分法。相反,当考虑到设置的背景(例如,运动,比赛水平,地点,赞助人类型等)时,一些区域属于对出勤率的积极和消极影响之间波动的范围,这取决于给定环境的背景。通过因子分析和结构方程建模,所提出的模型试图解释五个二阶因素与比赛出勤率之间的关系,并扩展到新的内部情境和外部情境因素,最终包括球队球迷。结果表明,内部情境对出勤率有显著的正向影响,而约束条件和外部情境对出勤率有显著的负向影响。内部动机和外部动机不显著。此外,高、低体育兴趣组的调节效应在很大程度上表明观众差异不显著。该模型解释了24%的出勤率差异,而出勤率解释了41%的球队球迷方差。独创性/价值上座率是复杂的,这项研究强调了考虑和适应体育环境的重要性,因为在体育上座率行为谱上存在一些因素,并根据环境的不同对观众产生积极或消极的影响。此外,在这种低水平的运动环境中,消费者更多地将小联盟曲棍球视为休闲商品,而不是主要的体育比赛。
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引用次数: 3
Beyond “who pays?”: stadium development and urban governance 超越“谁付钱?”:体育场发展与城市治理
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-09-14 DOI: 10.1108/IJSMS-04-2020-0053
Michael T. Friedman, Adam S. Beissel
PurposeThe purpose of this paper is to reframe analyses of stadium and arena subsidization policies from perspectives centered upon economic and financial issues toward a perspective focused on broader issues of urban governance and the public purposes of sports facilities. Such assessments would provide a better understanding of whether such use of public resources represents good public policy.Design/methodology/approachTo demonstrate this, the paper uses an integrated literature review to offer a historical analysis of sport facility development within the context of the broader assumptions that shape public policy and how sports have been used toward achieving particular public goals. This history provides a foundation for an analysis of sports facility development within the current moment as cities require team owners to invest in redevelopment activities in the neighborhoods surrounding sports facilities.FindingsThis paper asserts that focusing on the economic and financial aspects of sports facility development is a perspective that is too narrow. Instead, this paper shows that a more holistic approach, beginning with the dominant mode of urban governance and how its assumptions underlie the public purposes for which stadiums and arenas are used, provides a better explanatory framework and a deeper understanding of the issue in the contemporary moment.Originality/valueMoving beyond the question of economic efficacy, the public purpose-centered approach of this paper seeks to place subsidization policies into a broader dialog with other priorities toward maximizing the public good among the broadest population.
本文的目的是将体育场和竞技场补贴政策的分析从以经济和金融问题为中心的角度重新构建为关注城市治理和体育设施公共目的的更广泛问题的角度。这种评估将有助于更好地了解这种公共资源的使用是否代表良好的公共政策。设计/方法/方法为了证明这一点,本文使用综合文献综述,在形成公共政策的更广泛假设的背景下,对体育设施的发展进行历史分析,以及如何利用体育来实现特定的公共目标。这段历史为分析当前体育设施的发展提供了基础,因为城市要求球队所有者投资于体育设施周围社区的再开发活动。本文认为,关注体育设施发展的经济和金融方面是一种过于狭隘的视角。相反,本文展示了一种更全面的方法,从城市治理的主导模式开始,以及它的假设如何支撑体育场和竞技场的公共目的,提供了一个更好的解释框架,并对当代问题有了更深入的理解。原创性/价值超越了经济效率的问题,本文以公共目的为中心的方法试图将补贴政策与其他优先事项进行更广泛的对话,以便在最广泛的人群中最大化公共利益。
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引用次数: 2
Understanding consumer attitudes in cause-brand alliances in sports: the role of sport entity attitudes 了解消费者在体育事业品牌联盟中的态度:体育实体态度的作用
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-09-09 DOI: 10.1108/ijsms-12-2019-0142
Soyoung Joo, Jakeun Koo, B. Nichols
PurposeThis study examines the effects of congruence and reliability on cause-brand alliance (CBA) program attitudes—exploring how CBA program attitudes and sport entity attitudes affect attitudes toward a sport-related and sport-unrelated brand in a single CBA.Design/methodology/approachAbout 240 survey participants answered questions before and after being exposed to information about the NFL Play 60 program. Consistent partial least squares structural equation modeling is utilized to test the hypotheses.FindingsResults suggest both congruence and reliability positively influence CBA program success; and both sport-related and sport-unrelated brands positively affect consumer attitudes when they participate in a CBA with a high-profile sport entity. This occurs directly through CBA program attitudes for a sport-unrelated brand and indirectly through sport entity attitudes for a sport-related brand.Originality/valueThis study extends the CBA literature in sports by showing (1) the role of reliability on CBA program attitudes, (2) the role of sport entity attitudes on other cause partner attitudes and (3) different paths for sport-related versus sport-unrelated brands that are partnered with a premium sport entity to achieve CBA program brand enhancements.
目的本研究考察了一致性和可靠性对原因-品牌联盟(CBA)项目态度的影响——探讨CBA项目态度和体育实体态度如何在单一CBA中影响对体育相关和体育无关品牌的态度。设计/方法/方法约240名调查参与者在接触NFL信息前后回答了问题播放60节目。使用一致偏最小二乘结构方程模型来检验假设。结果表明,一致性和可靠性对CBA项目的成功有积极影响;当与知名体育实体一起参加CBA时,与体育相关和与体育无关的品牌都会积极影响消费者的态度。这直接通过CBA项目对体育无关品牌的态度发生,间接通过体育实体对体育相关品牌的态度产生。原创性/价值本研究扩展了CBA在体育领域的文献,显示了(1)可靠性对CBA项目态度的作用,(2)体育实体态度对其他原因伙伴态度的作用以及(3)与优质体育实体合作的体育相关品牌与体育无关品牌实现CBA项目品牌提升的不同途径。
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引用次数: 0
Sport events and community development: resident considerations and community goals 体育赛事与社区发展:居民的考虑和社区目标
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-09-08 DOI: 10.1108/ijsms-05-2020-0082
K. Kaplanidou
PurposeThe purpose of this paper was to provide a discussion on using sport events for community development through the lenses of community development theories and perceived event impacts.Design/methodology/approachThe nature of the paper was not based on a specific methodology or design, rather on a review of relevant studies that aim to support strategies of how to develop a community through the hosting of sport events utilizing community development theories.FindingsThe review revealed that the profile of the community could influence the use of asset or needs-based community theory to achieve community development goals associated with hosting certain size of sport events.Originality/valueThe combination of community development theories with the literature in sport event impacts and legacies provides a novel approach to the discussion of community development through sport events.
目的本文旨在从社区发展理论和感知事件影响的角度,探讨利用体育赛事促进社区发展的问题。设计/方法论/方法本文的性质不是基于特定的方法论或设计,而是基于对相关研究的审查,这些研究旨在支持如何利用社区发展理论通过举办体育赛事来发展社区的战略。调查结果该综述显示,社区的概况可能会影响基于资产或需求的社区理论的使用,以实现与举办一定规模的体育赛事相关的社区发展目标。独创性/价值社区发展理论与体育赛事影响和遗产文献的结合为通过体育赛事讨论社区发展提供了一种新颖的方法。
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引用次数: 8
The effect of sponsorship purpose articulation on fit: moderating role of mission overlap 赞助目的表达对契合度的影响:任务重叠的调节作用
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-09-08 DOI: 10.1108/ijsms-07-2020-0120
Taeahn Kang, Hirotaka Matsuoka
PurposeThis study aimed to examine the effects of two sponsorship purpose articulations (commercially oriented vs noncommercially oriented) on attitude toward the sponsor via sponsor–property fit and the moderating effect of the overlapped mission between the sponsor and the property.Design/methodology/approachA 2 (purpose articulation type: commercially oriented vs noncommercially oriented) × 2 (mission overlap articulation condition: present vs absent) between-subjects experimental design with a control condition was employed with student sample (n = 171). The moderated mediation model was tested using Hayes' PROCESS macro model 8.FindingsThe commercially oriented purpose articulation did not improve sponsor–property fit as much as the noncommercially oriented purpose articulation, resulting in less favorable attitudes toward the sponsor. When the mission overlap was simultaneously articulated, the less positive effects of the commercially oriented purpose articulation were weaker.Practical implicationsThe findings provided incongruent sponsors with insights on mixed articulation strategies with sponsorship purposes and the overlapped mission.Originality/valueThis study extends previous research by presenting the first understanding of the different processes in which two sponsorship purpose articulations developed attitudes toward the sponsor via sponsor–property fit and by investigating the moderating effect of the simultaneously articulated mission overlap on the processes.
目的本研究旨在检验两种赞助目的表达(商业导向和非商业导向)通过赞助商-财产匹配对赞助商态度的影响,以及赞助商和财产之间任务重叠的调节作用。设计/方法/方法A2(目的衔接类型:商业导向与非商业导向)×2(任务重叠衔接条件:存在与不存在)受试者之间采用对照条件下的实验设计,对学生样本(n=171)进行研究。使用Hayes的PROCESS宏观模型8对调节中介模型进行了测试。发现商业导向的目的表达并没有像非商业导向的目标表达那样改善赞助商-财产的匹配,导致对赞助商的态度不太好。当同时阐明任务重叠时,以商业为导向的目的阐明的不太积极的影响较弱。实际含义研究结果为不协调的赞助商提供了关于具有赞助目的和重叠任务的混合表达策略的见解。原创性/价值本研究扩展了先前的研究,首次了解了两个赞助目的阐明通过赞助商-财产匹配发展对赞助商态度的不同过程,并调查了同时阐明的任务重叠对过程的调节作用。
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引用次数: 7
Utilization of Olympic Stadiums: a conceptual stadium legacy framework 奥林匹克体育场的利用:一个概念性的体育场遗产框架
IF 2.2 4区 教育学 Q1 Economics, Econometrics and Finance Pub Date : 2020-09-03 DOI: 10.1108/ijsms-06-2020-0110
H. Preuss, Anke Plambeck
PurposeOlympic Stadiums are expensive and large constructions. The media often report on cost overruns based on the extravagant appearance of an Olympic Stadium and the lack of its postgames utilization. The aim of this paper is to provide a conceptual stadium legacy framework consisting of four dimensions and twelve functions that an Olympic Stadium can potentially have.Design/methodology/approachThese were identified by an extensive literature research and an analysis of the findings. Additionally, we collected available data on the specific Olympic Stadiums under review (1984–2016).FindingsThe utilization of Olympic Stadiums varies greatly from city to city. However, 12 functions can be observed as being valid for Olympic Stadiums. The dimensions with its functions are interpreted by the positive/negative values which Olympic Stadiums can have for particular stakeholders. The benefits can be local, regional, national or international. The framework also delivers interconnections of the functions and shows how they interlock and how they can potentially boost the benefits.Practical implicationsFuture bid cities that consider constructing a large stadium can plan their stadium legacy by developing business cases based on the 12 functions developed in this paper. This offers a direct link to marketing, as iconic stadiums and urban development support city marketing.Originality/valueTo date, the complexity of functions and their interconnections, as well as their potential values, have not been examined. Thus, many (media) critiques oversee the benefits an Olympic Stadium can have besides its proper sport utilization.
奥林匹克体育场是昂贵的大型建筑。媒体经常根据奥运场馆奢华的外观和缺乏赛后利用来报道成本超支。本文的目的是提供一个概念性的体育场遗产框架,由奥林匹克体育场可能具有的四个维度和十二个功能组成。设计/方法/方法这些都是通过广泛的文献研究和结果分析确定的。此外,我们还收集了正在审查的特定奥林匹克体育场(1984-2016)的可用数据。各城市对奥运场馆的利用差异很大。然而,可以观察到12种功能对奥林匹克体育场有效。这些维度及其功能是通过奥林匹克体育场对特定利益相关者的正/负价值来解释的。这些好处可以是地方性的、区域性的、全国性的或国际性的。该框架还提供了功能之间的相互联系,并展示了它们是如何相互联系的,以及它们是如何潜在地提高效益的。实际意义考虑建设大型体育场的未来申办城市可以根据本文提出的12项功能开发商业案例来规划其体育场遗产。这为市场营销提供了直接的联系,因为标志性的体育场和城市发展支持城市营销。原创性/价值迄今为止,功能的复杂性和它们之间的相互联系,以及它们的潜在价值,还没有得到研究。因此,许多(媒体)批评忽视了奥林匹克体育场除了其适当的体育用途之外所能带来的好处。
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引用次数: 2
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International Journal of Sports Marketing & Sponsorship
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