Pub Date : 2020-06-23DOI: 10.1108/ijsms-12-2019-0149
Manuel Alonso Dos Santos, Ferran Calabuig Moreno, Vicente Prado Gascó, Jonathan Cuevas Lizama
PurposeThe aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.Design/methodology/approachA self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.FindingsAttitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.Research limitations/implicationsSponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.Originality/valueThis article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.
{"title":"The effect of quality and leverage on the image transfer model: the moderating role of involvement","authors":"Manuel Alonso Dos Santos, Ferran Calabuig Moreno, Vicente Prado Gascó, Jonathan Cuevas Lizama","doi":"10.1108/ijsms-12-2019-0149","DOIUrl":"https://doi.org/10.1108/ijsms-12-2019-0149","url":null,"abstract":"PurposeThe aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.Design/methodology/approachA self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.FindingsAttitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.Research limitations/implicationsSponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.Originality/valueThis article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-12-2019-0149","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45654308","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 : 2020-06-15DOI: 10.1108/ijsms-09-2019-0093
Y. Park, Fan Zhang, Yeujun Yoon
PurposeThis study aims to examine the “external effect” of a migrated star player on their domestic sport industries. By exploring the new aspect of star power, this study provides important insight and critical implication to many relevant stakeholders in the professional sports league. Particularly, this is critical under the recent circumstance where the globalization of sports products becomes the central strategic issue of the world-class leagues.Design/methodology/approachIn this paper, the external effect of star players migrated from three Asian leagues (Japan, Korea and Taiwan) to Major League Baseball in the USA, the world-class baseball league, on their domestic league attendance demand was empirically investigated. For the analysis, comprehensive historical data from various reliable sources from each league were collected.FindingsThe findings of the paper strongly support the external effect of migrated stars significantly existing in all the three leagues. The effect is consistent across various measurements of migrated star players. More interestingly, the effect was found to be mixed across different leagues; for example, migrated star players increases in domestic league attendance in Japan, while it decreases in Korea and Taiwan. This indicates that the external effect of migrated star players depends on the characteristics of the domestic leagues. In addition, it was found that the external effect was substantial enough to compare to the effect of major demand drivers such as team winning, competitive balance and star power. For managerial implications, this study also provides revenue projections induced by the impact of migrated star players.Originality/valueThis study opens a new chapter related to star power topic and immediately calls for future studies regarding this external effect, particularly, theoretical and behavioral approaches.
{"title":"The external effect of a migrated star player on domestic sports league: an empirical analysis of three Asian leagues – Japan, Korea and Taiwan[1]","authors":"Y. Park, Fan Zhang, Yeujun Yoon","doi":"10.1108/ijsms-09-2019-0093","DOIUrl":"https://doi.org/10.1108/ijsms-09-2019-0093","url":null,"abstract":"PurposeThis study aims to examine the “external effect” of a migrated star player on their domestic sport industries. By exploring the new aspect of star power, this study provides important insight and critical implication to many relevant stakeholders in the professional sports league. Particularly, this is critical under the recent circumstance where the globalization of sports products becomes the central strategic issue of the world-class leagues.Design/methodology/approachIn this paper, the external effect of star players migrated from three Asian leagues (Japan, Korea and Taiwan) to Major League Baseball in the USA, the world-class baseball league, on their domestic league attendance demand was empirically investigated. For the analysis, comprehensive historical data from various reliable sources from each league were collected.FindingsThe findings of the paper strongly support the external effect of migrated stars significantly existing in all the three leagues. The effect is consistent across various measurements of migrated star players. More interestingly, the effect was found to be mixed across different leagues; for example, migrated star players increases in domestic league attendance in Japan, while it decreases in Korea and Taiwan. This indicates that the external effect of migrated star players depends on the characteristics of the domestic leagues. In addition, it was found that the external effect was substantial enough to compare to the effect of major demand drivers such as team winning, competitive balance and star power. For managerial implications, this study also provides revenue projections induced by the impact of migrated star players.Originality/valueThis study opens a new chapter related to star power topic and immediately calls for future studies regarding this external effect, particularly, theoretical and behavioral approaches.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-09-2019-0093","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49424363","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 : 2020-06-05DOI: 10.1108/ijsms-12-2019-0136
Gang Chen, John Breedlove
PurposeThis paper aims to examine the effect of innovation-driven polices on innovation efficiency of sport firms listed on the new Third Board in China.Design/methodology/approachFirm innovation efficiency, including comprehensive innovation efficiency, pure technical efficiency and scale innovation efficiency were calculated by using data envelopment analysis (DEA) models. The input variables and output variable in the DEA model were selected through correlation analysis. The effects of several innovation-driven policies on the innovation efficiency of sport firms were analyzed by a series of multiple regression analyses.FindingsRegarding the innovation efficiency evaluation of sport firms, total research and development (R&D) investment and total R&D staff are two suitable input variables, and total profit, sales revenue and new effective patent are three suitable output variables. Income tax relief for high-tech enterprise has a positive effect on comprehensive innovation efficiency and pure technical efficiency, and governmental subsidies have a negative effect on comprehensive innovation efficiency and pure technical efficiency. However, pretax deduction of R&D expenses does not have a significant effect on comprehensive innovation efficiency, pure technical efficiency and scale innovation efficiency, and income tax relief for high-tech enterprise and pretax deduction of R&D expenses also have no effect on scale innovation efficiency. For a large-scale sport firm, the negative effect of “governmental subsidies” and the positive effect of “income tax relief for high-tech enterprise” on its pure technical efficiency are more significant. For a sport firm with more R&D staff, governmental subsides and “income tax relief for high-tech enterprise” have more positive effect on its innovation efficiency.Practical implicationsThe study findings could potentially provide practical guidance to both managers and government-industry policymakers in the sports industry.Originality/valueFirstly, this paper focused on Chinese sport firms from a rising industry in a developing country (China). The related conclusions are conducive to the governmental management of new industries and the innovation management of new enterprises. Second, this paper analyzed the effect of three special innovation-driven policies on three types of innovation efficiency and explored enterprise innovation development in more detail. Third, this paper not only discusses the effect of innovation-driven policies on innovation efficiency, but also the heterogeneity of their effects.
{"title":"The effect of innovation-driven policy on innovation efficiency: based on the listed sports firms on Chinese new Third Board","authors":"Gang Chen, John Breedlove","doi":"10.1108/ijsms-12-2019-0136","DOIUrl":"https://doi.org/10.1108/ijsms-12-2019-0136","url":null,"abstract":"PurposeThis paper aims to examine the effect of innovation-driven polices on innovation efficiency of sport firms listed on the new Third Board in China.Design/methodology/approachFirm innovation efficiency, including comprehensive innovation efficiency, pure technical efficiency and scale innovation efficiency were calculated by using data envelopment analysis (DEA) models. The input variables and output variable in the DEA model were selected through correlation analysis. The effects of several innovation-driven policies on the innovation efficiency of sport firms were analyzed by a series of multiple regression analyses.FindingsRegarding the innovation efficiency evaluation of sport firms, total research and development (R&D) investment and total R&D staff are two suitable input variables, and total profit, sales revenue and new effective patent are three suitable output variables. Income tax relief for high-tech enterprise has a positive effect on comprehensive innovation efficiency and pure technical efficiency, and governmental subsidies have a negative effect on comprehensive innovation efficiency and pure technical efficiency. However, pretax deduction of R&D expenses does not have a significant effect on comprehensive innovation efficiency, pure technical efficiency and scale innovation efficiency, and income tax relief for high-tech enterprise and pretax deduction of R&D expenses also have no effect on scale innovation efficiency. For a large-scale sport firm, the negative effect of “governmental subsidies” and the positive effect of “income tax relief for high-tech enterprise” on its pure technical efficiency are more significant. For a sport firm with more R&D staff, governmental subsides and “income tax relief for high-tech enterprise” have more positive effect on its innovation efficiency.Practical implicationsThe study findings could potentially provide practical guidance to both managers and government-industry policymakers in the sports industry.Originality/valueFirstly, this paper focused on Chinese sport firms from a rising industry in a developing country (China). The related conclusions are conducive to the governmental management of new industries and the innovation management of new enterprises. Second, this paper analyzed the effect of three special innovation-driven policies on three types of innovation efficiency and explored enterprise innovation development in more detail. Third, this paper not only discusses the effect of innovation-driven policies on innovation efficiency, but also the heterogeneity of their effects.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-12-2019-0136","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41805380","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 : 2020-05-25DOI: 10.1108/ijsms-09-2019-0097
Hyun-Woo Lee, Heetae Cho, Emily M. Newell, Woong Kwon
The purpose of this study was to investigate the complexity of how spectators' multiple identities influence their behavioral intention. Specifically, the authors examined the effects of spectators' place identification, team identification and an interaction effect on attendance intention using social identity complexity framework.,Data were collected from spectators attending professional baseball games in South Korea. While 550 questionnaires were returned, 475 (86.36%) were used in the analysis after excluding incomplete responses. The research model was tested using latent moderated structural equations modeling.,Results indicated place identification only influenced attendance intentions through an interaction effect, while team identity directly affects attendance intention. Highly identified sport consumers intended to attend future games regardless of place identification, while the sense of love for the team's home region motivated low-identified sport consumers more to attend future games.,The findings of this research led to understanding the relationships between multiple identities and behavioral intention and provided the spectator sport industry with valuable strategies to manage their sport consumers.
{"title":"How multiple identities shape behavioral intention: place and team identification on spectator attendance","authors":"Hyun-Woo Lee, Heetae Cho, Emily M. Newell, Woong Kwon","doi":"10.1108/ijsms-09-2019-0097","DOIUrl":"https://doi.org/10.1108/ijsms-09-2019-0097","url":null,"abstract":"The purpose of this study was to investigate the complexity of how spectators' multiple identities influence their behavioral intention. Specifically, the authors examined the effects of spectators' place identification, team identification and an interaction effect on attendance intention using social identity complexity framework.,Data were collected from spectators attending professional baseball games in South Korea. While 550 questionnaires were returned, 475 (86.36%) were used in the analysis after excluding incomplete responses. The research model was tested using latent moderated structural equations modeling.,Results indicated place identification only influenced attendance intentions through an interaction effect, while team identity directly affects attendance intention. Highly identified sport consumers intended to attend future games regardless of place identification, while the sense of love for the team's home region motivated low-identified sport consumers more to attend future games.,The findings of this research led to understanding the relationships between multiple identities and behavioral intention and provided the spectator sport industry with valuable strategies to manage their sport consumers.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-09-2019-0097","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46972703","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 : 2020-05-10DOI: 10.1108/ijsms-10-2019-0115
Y. Lianopoulos, N. Theodorakis, N. Tsigilis, Antonis Gardikiotis, A. Koustelios
The concept of sport team identification has been widely used as a theoretical framework in explaining sport fan behavior. However, limited attention has been devoted to the consequences of distant (i.e., foreign) team identification. The purpose of the current research was to examine the way in which fans (local and distant) can increase their levels of collective and personal self-esteem due to their team identification.,Data were accumulated from three Greek websites (N = 742). Among them, 623 subjects were grouped as local and 119 as distant football fans. A structural invariance analysis was followed.,The results revealed how team identification, enduring team-related social connections, and basking in reflected glory are interrelated to affect collective and finally personal self-esteem. Moreover, no differences were found between local and distant fans regarding the paths from eam identification to collective self-esteem and from collective self-esteem to personal self-esteem.,This is one of the first endeavors to examine the psychological consequences of distant team identification and to test the invariance across local and distant fans concerning the mechanisms that their personal self-esteem can be enhanced because their psychological connection to their favorite sport team.
{"title":"Elevating self-esteem through sport team identification: a study about local and distant sport fans","authors":"Y. Lianopoulos, N. Theodorakis, N. Tsigilis, Antonis Gardikiotis, A. Koustelios","doi":"10.1108/ijsms-10-2019-0115","DOIUrl":"https://doi.org/10.1108/ijsms-10-2019-0115","url":null,"abstract":"The concept of sport team identification has been widely used as a theoretical framework in explaining sport fan behavior. However, limited attention has been devoted to the consequences of distant (i.e., foreign) team identification. The purpose of the current research was to examine the way in which fans (local and distant) can increase their levels of collective and personal self-esteem due to their team identification.,Data were accumulated from three Greek websites (N = 742). Among them, 623 subjects were grouped as local and 119 as distant football fans. A structural invariance analysis was followed.,The results revealed how team identification, enduring team-related social connections, and basking in reflected glory are interrelated to affect collective and finally personal self-esteem. Moreover, no differences were found between local and distant fans regarding the paths from eam identification to collective self-esteem and from collective self-esteem to personal self-esteem.,This is one of the first endeavors to examine the psychological consequences of distant team identification and to test the invariance across local and distant fans concerning the mechanisms that their personal self-esteem can be enhanced because their psychological connection to their favorite sport team.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-10-2019-0115","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43770368","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 : 2020-05-07DOI: 10.1108/ijsms-10-2019-0112
F. Martín, L. D. Toledo, P. Palos-Sánchez
The central objective is to determine the main components of a brand that become a “beloved” brand in the minds of consumers applied to football teams.,The authors conducted a quantitative causal study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire.,Brand love is a construct composed of five dimensions: passion, connection with the brand, intrinsic rewards, emotional attachment and thinking and frequent use. It also demonstrates that the consequences of brand love for football teams are loyalty, willingness to invest and word-of-mouth communication.,Managers of large football clubs must emphasize achieving an emotional connection with their fans and develop their marketing strategies on building long-term emotional relationships which will result in greater investments.,Given the competitive and international environment of the sports sector, the conclusions will be of use for managers of sports clubs and companies that develop sponsorship strategies. Another important contribution is the theoretical contribution of the brand in football teams and the psychological understanding of fans as consumers.,This is the first attempt to establish a model of the background and causes of brand love with respect to football teams and a context also not analysed as is the Spanish one. The analysis does not only focus on the emotional relationship but also include how the possible investment of the fans is modelled.
{"title":"How deep is your love? Brand love analysis applied to football teams","authors":"F. Martín, L. D. Toledo, P. Palos-Sánchez","doi":"10.1108/ijsms-10-2019-0112","DOIUrl":"https://doi.org/10.1108/ijsms-10-2019-0112","url":null,"abstract":"The central objective is to determine the main components of a brand that become a “beloved” brand in the minds of consumers applied to football teams.,The authors conducted a quantitative causal study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire.,Brand love is a construct composed of five dimensions: passion, connection with the brand, intrinsic rewards, emotional attachment and thinking and frequent use. It also demonstrates that the consequences of brand love for football teams are loyalty, willingness to invest and word-of-mouth communication.,Managers of large football clubs must emphasize achieving an emotional connection with their fans and develop their marketing strategies on building long-term emotional relationships which will result in greater investments.,Given the competitive and international environment of the sports sector, the conclusions will be of use for managers of sports clubs and companies that develop sponsorship strategies. Another important contribution is the theoretical contribution of the brand in football teams and the psychological understanding of fans as consumers.,This is the first attempt to establish a model of the background and causes of brand love with respect to football teams and a context also not analysed as is the Spanish one. The analysis does not only focus on the emotional relationship but also include how the possible investment of the fans is modelled.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-10-2019-0112","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46897149","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 : 2020-05-05DOI: 10.1108/ijsms-06-2019-0067
J. Jensen, D. Head, Christopher Mergy
Naming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others end after just a few years, have yet to be investigated. Thus, this study examines the decision-making of brand marketers by investigating the predictors of a sponsoring brand's decision to either continue or dissolve such agreements.,Utilizing a global data set of 219 naming rights agreements, an empirical approach is utilized to isolate whether a variety of factors increase or decrease the probability of sponsorship dissolution.,Results indicate that agreements entered into with new, as of yet-unnamed facilities lead to a reduction in the probability of dissolution, with a high level of brand equity also reducing the probability of dissolution. Agency conflicts may also play a role, as the sponsoring firm being headquartered in the same metropolitan area as the facility also contributes to the persistence of such agreements.,These results are intended to assist both sides of what is ideally a long-term relationship in better understanding the factors that may either contribute to or inhibit longer-term partnerships.
{"title":"Investigating sponsor decision-making: the role of schema theory, agency conflicts, and signaling theory in the persistence of naming rights agreements","authors":"J. Jensen, D. Head, Christopher Mergy","doi":"10.1108/ijsms-06-2019-0067","DOIUrl":"https://doi.org/10.1108/ijsms-06-2019-0067","url":null,"abstract":"Naming rights sponsorships of sport facilities are among the most highly visible marketing agreements in the world. However, factors that may lead one sponsorship to persist for decades, while others end after just a few years, have yet to be investigated. Thus, this study examines the decision-making of brand marketers by investigating the predictors of a sponsoring brand's decision to either continue or dissolve such agreements.,Utilizing a global data set of 219 naming rights agreements, an empirical approach is utilized to isolate whether a variety of factors increase or decrease the probability of sponsorship dissolution.,Results indicate that agreements entered into with new, as of yet-unnamed facilities lead to a reduction in the probability of dissolution, with a high level of brand equity also reducing the probability of dissolution. Agency conflicts may also play a role, as the sponsoring firm being headquartered in the same metropolitan area as the facility also contributes to the persistence of such agreements.,These results are intended to assist both sides of what is ideally a long-term relationship in better understanding the factors that may either contribute to or inhibit longer-term partnerships.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-06-2019-0067","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41647979","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 : 2020-04-30DOI: 10.1108/IJSMS-06-2019-0059
D. Pyun, Heetae Cho, H. Leng
While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising and sponsorship measurement models across different consumer segments and to provide empirical justification for the practice.,Two independent samples were recruited from two different consumer segments: university student consumers (n = 290) and general consumers (n = 324). This study conducted multigroup invariance tests using LISREL 8.80. The measurement and structural invariances were concerned with factor loadings (λ), factor variance and covariance (f) and error variance (θ) metrics.,The factor patterns of the belief model were generally invariant between the advertising and sponsorship models in both consumer groups. However, the respondents interpreted three items between advertising and sponsorship in different ways: one annoyance/irritation item in the generic consumer group and two falsity/no sense items in the student consumer groups.,While the invariance test reveals three problematic items, the majority of items seem to be invariant, concluding that the advertising belief scale could be applicable to the sponsorship context.
{"title":"Applicability of belief measures for advertising to sponsorship in sport","authors":"D. Pyun, Heetae Cho, H. Leng","doi":"10.1108/IJSMS-06-2019-0059","DOIUrl":"https://doi.org/10.1108/IJSMS-06-2019-0059","url":null,"abstract":"While advertising and sponsorship are conceptually different, many studies have used the same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising and sponsorship measurement models across different consumer segments and to provide empirical justification for the practice.,Two independent samples were recruited from two different consumer segments: university student consumers (n = 290) and general consumers (n = 324). This study conducted multigroup invariance tests using LISREL 8.80. The measurement and structural invariances were concerned with factor loadings (λ), factor variance and covariance (f) and error variance (θ) metrics.,The factor patterns of the belief model were generally invariant between the advertising and sponsorship models in both consumer groups. However, the respondents interpreted three items between advertising and sponsorship in different ways: one annoyance/irritation item in the generic consumer group and two falsity/no sense items in the student consumer groups.,While the invariance test reveals three problematic items, the majority of items seem to be invariant, concluding that the advertising belief scale could be applicable to the sponsorship context.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/IJSMS-06-2019-0059","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48419275","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 : 2020-04-29DOI: 10.1108/ijsms-03-2019-0031
Brian H. Yim, K. Byon
The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing, participation in online activities, and participation in social media activities) using a modified model of goal-directed behavior (i.e. Sport Fan MGB).,We collected data using Amazon Mechanical Turk (N = 222) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was employed to test the hypotheses.,Sport Fan MGB was found have good psychometric properties. In addition, the findings indicate that the Sport Fan MGB explained various millennial fan behaviors (i.e., event attendance, TV viewing, online activity participation, and social media activity participation).,This paper examined the validity of the Sport Fan MGB and improved the predictability of the millennial fans' sport consumption behavior decision-making process.
本研究的目的是使用改进的目标导向行为模型(即sport Fan MGB)来研究千禧一代球迷的决策过程与各种体育消费行为(即比赛观赛、电视观看、参与在线活动和参与社交媒体活动)的关系。我们使用Amazon Mechanical Turk (N = 222)收集数据来检验假设模型。采用验证性因子分析(CFA)检验测量模型的心理测量特性，采用结构方程模型(SEM)检验假设。，发现Sport Fan MGB具有良好的心理测量性能。此外，研究结果表明，Sport Fan MGB解释了千禧一代球迷的各种行为(即赛事出席、电视观看、在线活动参与和社交媒体活动参与)。本研究检验了体育迷MGB的有效性，提高了千禧一代体育迷体育消费行为决策过程的可预测性。
{"title":"Critical factors in the sport consumption decision making process of millennial fans: a revised model of goal-directed behavior","authors":"Brian H. Yim, K. Byon","doi":"10.1108/ijsms-03-2019-0031","DOIUrl":"https://doi.org/10.1108/ijsms-03-2019-0031","url":null,"abstract":"The purpose of this study was to examine the millennial fans decision-making process in connection with various sport consumption behaviors (i.e. game attendance, TV viewing, participation in online activities, and participation in social media activities) using a modified model of goal-directed behavior (i.e. Sport Fan MGB).,We collected data using Amazon Mechanical Turk (N = 222) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model, and structural equation modeling (SEM) was employed to test the hypotheses.,Sport Fan MGB was found have good psychometric properties. In addition, the findings indicate that the Sport Fan MGB explained various millennial fan behaviors (i.e., event attendance, TV viewing, online activity participation, and social media activity participation).,This paper examined the validity of the Sport Fan MGB and improved the predictability of the millennial fans' sport consumption behavior decision-making process.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-03-2019-0031","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44361101","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 : 2020-04-25DOI: 10.1108/ijsms-12-2019-0141
J. Harker, J. Jensen
PurposeThe purpose of this research is to extend current knowledge regarding rivalry communication among sport consumers to better understand how rivals behave with one another when they communicate.Design/methodology/approachThis national survey of US sport consumers used a novel approach to explore whether and with whom rivals discuss National Football League (NFL) game outcomes. The survey captured both uniplex and multiplex data by asking respondents to name rival discussants with whom they had recently interacted, and the fan behaviors they exchanged with those named rival discussants.FindingsThrough use of this novel data collection approach, new findings were uncovered related to blasting, glory out of reflective failure, schadenfreude and the influence of team identification on the exchange of rivalry fan behaviors. The results of the uniplex and multiplex data analyses uniquely showcase the ways in which social identity theory combines with team identification to enact rivalry behavior.Originality/valueThis research is the first to precisely dichotomize the psychological antecedents from the communicated behavior between rival fans. Results reveal the precise ways in which team identification influences discordant communication between rival fans, which differs from past research in an interesting new way.
{"title":"Adding insult to rivalry: Exploring the discord communicated between rivals","authors":"J. Harker, J. Jensen","doi":"10.1108/ijsms-12-2019-0141","DOIUrl":"https://doi.org/10.1108/ijsms-12-2019-0141","url":null,"abstract":"PurposeThe purpose of this research is to extend current knowledge regarding rivalry communication among sport consumers to better understand how rivals behave with one another when they communicate.Design/methodology/approachThis national survey of US sport consumers used a novel approach to explore whether and with whom rivals discuss National Football League (NFL) game outcomes. The survey captured both uniplex and multiplex data by asking respondents to name rival discussants with whom they had recently interacted, and the fan behaviors they exchanged with those named rival discussants.FindingsThrough use of this novel data collection approach, new findings were uncovered related to blasting, glory out of reflective failure, schadenfreude and the influence of team identification on the exchange of rivalry fan behaviors. The results of the uniplex and multiplex data analyses uniquely showcase the ways in which social identity theory combines with team identification to enact rivalry behavior.Originality/valueThis research is the first to precisely dichotomize the psychological antecedents from the communicated behavior between rival fans. Results reveal the precise ways in which team identification influences discordant communication between rival fans, which differs from past research in an interesting new way.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-12-2019-0141","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"62033744","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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