Pub Date : 2020-04-18DOI: 10.1108/ijsms-09-2019-0102
B. Ivens, Florian Riedmueller, Peter van Dyck
The purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.,Qualitative and quantitative data from Germany are analyzed in a case study approach using fuzzy-set qualitative comparative analysis (Fs/QCA)—an analytic method relevant for describing configurational patterns of causal factors.,The case study of sponsorships from state-owned enterprises in Germany reveals four alternative configurations of top-management support, sponsee prominence, standardized processes, and sponsorship leverage explaining sponsor satisfaction.,The paper combines two underrepresented but important aspects of sponsorship research, i.e. sponsorship management in state-owned enterprises, in an empirical study. Further, present study adds to sponsorship literature by pointing to fuzzy-set Fs/QCA as a relatively novel method that can capture the phenomenon of complex causality.
{"title":"Success factors in managing the sponsor–sponsee relationship—a fuzzy-set qualitative comparative analysis for state-owned enterprises in Germany","authors":"B. Ivens, Florian Riedmueller, Peter van Dyck","doi":"10.1108/ijsms-09-2019-0102","DOIUrl":"https://doi.org/10.1108/ijsms-09-2019-0102","url":null,"abstract":"The purpose of this paper is to provide meaningful information about sponsorship management in state-owned enterprises.,Qualitative and quantitative data from Germany are analyzed in a case study approach using fuzzy-set qualitative comparative analysis (Fs/QCA)—an analytic method relevant for describing configurational patterns of causal factors.,The case study of sponsorships from state-owned enterprises in Germany reveals four alternative configurations of top-management support, sponsee prominence, standardized processes, and sponsorship leverage explaining sponsor satisfaction.,The paper combines two underrepresented but important aspects of sponsorship research, i.e. sponsorship management in state-owned enterprises, in an empirical study. Further, present study adds to sponsorship literature by pointing to fuzzy-set Fs/QCA as a relatively novel method that can capture the phenomenon of complex causality.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-09-2019-0102","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42568491","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 : 2020-04-18DOI: 10.1108/ijsms-03-2019-0028
Alfredo Silva, J. Veríssimo
This study aims to explore the indirect and direct effect of perceived congruence between fans' identification with a team and the intention to buy sponsor's products. The level of perceived congruence between the sponsor and the sports team, as well as fans' attitude toward the sponsor and their purchase intention toward products from the sponsoring company are analyzed.,A sample of 2,647 football fans who support two well-known Portuguese professional football teams completed a questionnaire. Structural equation modeling with multigroup analysis was carried out to test the model and the hypotheses.,Team identification has an effect on perceived congruence, on attitude toward sponsors and on intention to buy. The results also show the positive direct and indirect effects of both perceived congruence on attitude toward the sponsoring company and on purchase intention of sponsors' products. However, neither congruence nor attitude show significant results on purchase intention.,This study departs from previous studies, in that it investigates the direct and indirect (i.e. mediated) effects of perceived congruence. Firstly, it analyzes the mediating effect of perceived congruence between team identification and purchase intentions. Secondly, it explores the mediating effect of perceived congruence between team identification and attitude toward the sponsor.
{"title":"From fans to buyers: antecedents of sponsor's products purchase intention","authors":"Alfredo Silva, J. Veríssimo","doi":"10.1108/ijsms-03-2019-0028","DOIUrl":"https://doi.org/10.1108/ijsms-03-2019-0028","url":null,"abstract":"This study aims to explore the indirect and direct effect of perceived congruence between fans' identification with a team and the intention to buy sponsor's products. The level of perceived congruence between the sponsor and the sports team, as well as fans' attitude toward the sponsor and their purchase intention toward products from the sponsoring company are analyzed.,A sample of 2,647 football fans who support two well-known Portuguese professional football teams completed a questionnaire. Structural equation modeling with multigroup analysis was carried out to test the model and the hypotheses.,Team identification has an effect on perceived congruence, on attitude toward sponsors and on intention to buy. The results also show the positive direct and indirect effects of both perceived congruence on attitude toward the sponsoring company and on purchase intention of sponsors' products. However, neither congruence nor attitude show significant results on purchase intention.,This study departs from previous studies, in that it investigates the direct and indirect (i.e. mediated) effects of perceived congruence. Firstly, it analyzes the mediating effect of perceived congruence between team identification and purchase intentions. Secondly, it explores the mediating effect of perceived congruence between team identification and attitude toward the sponsor.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-03-2019-0028","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42621752","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 : 2020-04-18DOI: 10.1108/ijsms-01-2020-0001
K. Kim, Senyung Lee, K. Byon
The purpose of this study is to evaluate the psychometric properties of each item in the Sport Spectator Identification Scale (SSIS) (Wann and Branscombe, 1993) using the item response theory (IRT) and to provide evidence for modifications in the scale.,A total of 635 spectators of US professional sports responded to the seven-item SSIS on an eight-point semantic differential scale. The general partial credit model was fitted to the data.,The results revealed that four items (Items 1, 2, 3 and 5) provide a relatively high amount of information, whereas three items (Items 4, 6 and 7) provide a low amount of information, indicating different levels of measurement precision among the items. Furthermore, the results showed that some low-level response options were rarely selected by participants, indicating that it may not be necessary to include response options as many as eight within each item.,Unlike previous studies examining the psychometric properties of the SSIS as a whole, the present study provides information about the usefulness of each item of the SSIS in measuring individuals' team identification. Based on the findings, the authors identified some issues with the three problematic items, including the wording of the items and the link between the question and the target construct. The authors make several suggestions for researchers and practitioners in improving individual item quality and in making informed decisions when using the SSIS in the future.
{"title":"How useful is each item in the Sport Spectator Identification Scale?: an item response theory analysis","authors":"K. Kim, Senyung Lee, K. Byon","doi":"10.1108/ijsms-01-2020-0001","DOIUrl":"https://doi.org/10.1108/ijsms-01-2020-0001","url":null,"abstract":"The purpose of this study is to evaluate the psychometric properties of each item in the Sport Spectator Identification Scale (SSIS) (Wann and Branscombe, 1993) using the item response theory (IRT) and to provide evidence for modifications in the scale.,A total of 635 spectators of US professional sports responded to the seven-item SSIS on an eight-point semantic differential scale. The general partial credit model was fitted to the data.,The results revealed that four items (Items 1, 2, 3 and 5) provide a relatively high amount of information, whereas three items (Items 4, 6 and 7) provide a low amount of information, indicating different levels of measurement precision among the items. Furthermore, the results showed that some low-level response options were rarely selected by participants, indicating that it may not be necessary to include response options as many as eight within each item.,Unlike previous studies examining the psychometric properties of the SSIS as a whole, the present study provides information about the usefulness of each item of the SSIS in measuring individuals' team identification. Based on the findings, the authors identified some issues with the three problematic items, including the wording of the items and the link between the question and the target construct. The authors make several suggestions for researchers and practitioners in improving individual item quality and in making informed decisions when using the SSIS in the future.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-01-2020-0001","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42305448","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 : 2020-04-17DOI: 10.1108/ijsms-09-2019-0106
Hans Erik Næss
The purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.,Drawing on an original combination of promotional outputs (YouTube spots, social media releases and sustainability reports) from Formula E race title sponsors in the 2017–2019 seasons, the paper is a qualitative analysis of how these sponsors solve the value clash between traditional motorsport imagery and environmentalism to achieve “narrative authenticity”.,Findings show that sponsors do not address this clash directly. Instead, the conflict itself is reframed as a question of what sponsors do to improve the environment, not what they ndo not do. Second, the timeframe for action is redefined, which means that the future is what counts, not the situation today or given aims like the UN 2030 Sustainable Development Goals.,Sponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity. To qualitative researchers on sport sponsorship, the findings strengthen the understanding of brands as “cultural narrators”.
{"title":"Corporate greenfluencing: a case study of sponsorship activation in Formula E motorsports","authors":"Hans Erik Næss","doi":"10.1108/ijsms-09-2019-0106","DOIUrl":"https://doi.org/10.1108/ijsms-09-2019-0106","url":null,"abstract":"The purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.,Drawing on an original combination of promotional outputs (YouTube spots, social media releases and sustainability reports) from Formula E race title sponsors in the 2017–2019 seasons, the paper is a qualitative analysis of how these sponsors solve the value clash between traditional motorsport imagery and environmentalism to achieve “narrative authenticity”.,Findings show that sponsors do not address this clash directly. Instead, the conflict itself is reframed as a question of what sponsors do to improve the environment, not what they ndo not do. Second, the timeframe for action is redefined, which means that the future is what counts, not the situation today or given aims like the UN 2030 Sustainable Development Goals.,Sponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity. To qualitative researchers on sport sponsorship, the findings strengthen the understanding of brands as “cultural narrators”.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-09-2019-0106","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49316112","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 : 2020-04-16DOI: 10.1108/ijsms-09-2019-0107
Ryan Rogers, Lee K. Farquhar, Jacob Mummert
To understand how esports viewers perceive endemic and non-endemic sponsors during an event.,The researchers employed a four-condition experiment. Participants were randomly assigned to watch a clip with one of four possible sponsors. After participants watched the stimuli, they responded to a questionnaire assessing their opinions of the sponsor in the clip they watched.,Generally, the more endemic a sponsor was, the more positive audience members had. Perceptions of credibility were also important to attitudes toward sponsors.,Esports is an emergent area where little empirical research has been published. This study is designed to expand upon research on sponsorships such that it explores audience perceptions of endemic versus non-endemic sponsors of esports events.
{"title":"Audience response to endemic and non-endemic sponsors of esports events","authors":"Ryan Rogers, Lee K. Farquhar, Jacob Mummert","doi":"10.1108/ijsms-09-2019-0107","DOIUrl":"https://doi.org/10.1108/ijsms-09-2019-0107","url":null,"abstract":"To understand how esports viewers perceive endemic and non-endemic sponsors during an event.,The researchers employed a four-condition experiment. Participants were randomly assigned to watch a clip with one of four possible sponsors. After participants watched the stimuli, they responded to a questionnaire assessing their opinions of the sponsor in the clip they watched.,Generally, the more endemic a sponsor was, the more positive audience members had. Perceptions of credibility were also important to attitudes toward sponsors.,Esports is an emergent area where little empirical research has been published. This study is designed to expand upon research on sponsorships such that it explores audience perceptions of endemic versus non-endemic sponsors of esports events.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-09-2019-0107","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43688057","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 : 2020-04-14DOI: 10.1108/ijsms-03-2019-0027
J. Zhang, K. Byon, Kaijuan Xu, Haiyan Huang
The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the changes in relationships among event impacts, satisfaction and behavioral intentions of host city residents before and after a major sporting event.,We used panel data to estimate how resident responses change over time. The data were collected three months before (N before = 266) and three months after (N after = 266) the Nanjing Youth Olympic Games. Data were analyzed by confirmatory factor analysis (CFA), structural equation modeling (SEM) and invariance tests.,A significant relationship exists between negative and positive perceived sociocultural, economic, and environmental impacts, satisfaction and behavioral intentions. In addition, findings suggest that the effect of the sociocultural impacts on satisfaction and of satisfaction on behavioral intentions strengthened after the event. The relationship between positive environmental impacts and satisfaction was reduced across the two points in time. Our results indicate that residents’ assessment regarding the sporting event partially changed over the whole six-month course of the study.,This study differs from most recent research in that it examines the sociocultural, economic, and environmental event impacts in modeling residents’ satisfaction and testing the influence of negative event impacts on residents’ satisfaction and behavioral intentions. The current study contributes to the literature by emphasizing the changes that occur regarding the relationships among event impacts, satisfaction and behavioral intentions across the same respondents over time.
{"title":"Event impacts associated with residents' satisfaction and behavioral intentions: a pre-post study of the Nanjing Youth Olympic Games","authors":"J. Zhang, K. Byon, Kaijuan Xu, Haiyan Huang","doi":"10.1108/ijsms-03-2019-0027","DOIUrl":"https://doi.org/10.1108/ijsms-03-2019-0027","url":null,"abstract":"The paper aims to (1) explore the positive and negative sociocultural, economic, and environmental impacts on satisfaction, and behavioral intentions; and (2) examine the changes in relationships among event impacts, satisfaction and behavioral intentions of host city residents before and after a major sporting event.,We used panel data to estimate how resident responses change over time. The data were collected three months before (N before = 266) and three months after (N after = 266) the Nanjing Youth Olympic Games. Data were analyzed by confirmatory factor analysis (CFA), structural equation modeling (SEM) and invariance tests.,A significant relationship exists between negative and positive perceived sociocultural, economic, and environmental impacts, satisfaction and behavioral intentions. In addition, findings suggest that the effect of the sociocultural impacts on satisfaction and of satisfaction on behavioral intentions strengthened after the event. The relationship between positive environmental impacts and satisfaction was reduced across the two points in time. Our results indicate that residents’ assessment regarding the sporting event partially changed over the whole six-month course of the study.,This study differs from most recent research in that it examines the sociocultural, economic, and environmental event impacts in modeling residents’ satisfaction and testing the influence of negative event impacts on residents’ satisfaction and behavioral intentions. The current study contributes to the literature by emphasizing the changes that occur regarding the relationships among event impacts, satisfaction and behavioral intentions across the same respondents over time.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-03-2019-0027","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45350160","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 : 2020-04-13DOI: 10.1108/ijsms-04-2019-0046
N. Popp, J. Jensen, C. McEvoy, J. Weiner
The purpose of the study is to ascertain whether sport organizations which outsource ticket sales force management outperform sports organizations which manage their ticket sales force internally, relative to ticket revenue and attendance.,Thirteen years of ticket revenue and football attendance data were collected for National Collegiate Athletic Association (NCAA) Football bowl subdivision (FBS) Division I Athletics Departments (n = 126), as well as data on whether the organization employed an external (outsourced), internal or no ticket sales force. The number of salespeople employed was also captured. Within-subjects, fixed effects regression models, which included several control variables such as number of home contests, prior season attendance, team success and population, were run to assess the relationship between sales force type and both ticket revenue and attendance, for one year, two years and three years after sales force establishment.,All models were significant. While both internally managed ticket sales forces and those managed by outsourced firms saw significant increases in ticket revenue (compared to not employing a sales force), internally managed departments outperformed third parties. In addition, departments utilizing outsourcing companies reported lower attendance for the first two years after outsourcing, but attendance differences were negligible by the third year of outsourcing.,The results of the study provide data to help sport managers determine whether outsourcing sales functions within an organization will lead to greater ticket revenue and/or attendance.,While several sport management studies have examined the decision-making process of outsourcing organizational functions, no prior studies have examined the financial implications of doing so.
{"title":"An examination of the effects of outsourcing ticket sales force management","authors":"N. Popp, J. Jensen, C. McEvoy, J. Weiner","doi":"10.1108/ijsms-04-2019-0046","DOIUrl":"https://doi.org/10.1108/ijsms-04-2019-0046","url":null,"abstract":"The purpose of the study is to ascertain whether sport organizations which outsource ticket sales force management outperform sports organizations which manage their ticket sales force internally, relative to ticket revenue and attendance.,Thirteen years of ticket revenue and football attendance data were collected for National Collegiate Athletic Association (NCAA) Football bowl subdivision (FBS) Division I Athletics Departments (n = 126), as well as data on whether the organization employed an external (outsourced), internal or no ticket sales force. The number of salespeople employed was also captured. Within-subjects, fixed effects regression models, which included several control variables such as number of home contests, prior season attendance, team success and population, were run to assess the relationship between sales force type and both ticket revenue and attendance, for one year, two years and three years after sales force establishment.,All models were significant. While both internally managed ticket sales forces and those managed by outsourced firms saw significant increases in ticket revenue (compared to not employing a sales force), internally managed departments outperformed third parties. In addition, departments utilizing outsourcing companies reported lower attendance for the first two years after outsourcing, but attendance differences were negligible by the third year of outsourcing.,The results of the study provide data to help sport managers determine whether outsourcing sales functions within an organization will lead to greater ticket revenue and/or attendance.,While several sport management studies have examined the decision-making process of outsourcing organizational functions, no prior studies have examined the financial implications of doing so.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-04-2019-0046","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47849471","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 : 2020-04-10DOI: 10.1108/ijsms-02-2019-0022
Young Do Kim, M. Magnusen, Y. Kim, Minjung Kim
The primary purpose of this study was to generate a composite sport fan equity index (SFEI) for use in estimating the asset value of an individual fan to a sport organization. The index was developed by applying a simple additive weighting (SAW) method.,A cross-sectional survey-based research was carried out to validate key components of sport fan equity (SFE) and formulate the SFEI on the basis of the NCAA Division I collegiate sport context. These objectives were satisfied through a twofold process involving first-order confirmatory factor analysis intended to assess the validity of SFE measurement scales and SAW designed to produce the composite SFEI.,The developed index indicated that the average SFE of focal sport fans of Division I collegiate sport was 54.8 and that the overall SFE of such contributors ranged from 20.4 (the lowest score) to 94.6 (the highest score). The SFEI serves as a single, summary score and an essential gauge for sport marketers to use when assessing profitable fans and tracking/comparing them over time.,This research contributes to the sport marketing literature through its application of SAW in an initial effort to produce an easily understandable index that determines the asset value of sport fans and serves as an imperative criterion for overall sport team valuation from the sport consumer side. Specifically, the SFEI can function as a standard numeric measure that enables sport marketers to identify fans from whom sport organizations can generate considerable profits, segment these devotees systematically, and tailor marketing strategies to each fan base.
{"title":"Developing a sport fan equity index","authors":"Young Do Kim, M. Magnusen, Y. Kim, Minjung Kim","doi":"10.1108/ijsms-02-2019-0022","DOIUrl":"https://doi.org/10.1108/ijsms-02-2019-0022","url":null,"abstract":"The primary purpose of this study was to generate a composite sport fan equity index (SFEI) for use in estimating the asset value of an individual fan to a sport organization. The index was developed by applying a simple additive weighting (SAW) method.,A cross-sectional survey-based research was carried out to validate key components of sport fan equity (SFE) and formulate the SFEI on the basis of the NCAA Division I collegiate sport context. These objectives were satisfied through a twofold process involving first-order confirmatory factor analysis intended to assess the validity of SFE measurement scales and SAW designed to produce the composite SFEI.,The developed index indicated that the average SFE of focal sport fans of Division I collegiate sport was 54.8 and that the overall SFE of such contributors ranged from 20.4 (the lowest score) to 94.6 (the highest score). The SFEI serves as a single, summary score and an essential gauge for sport marketers to use when assessing profitable fans and tracking/comparing them over time.,This research contributes to the sport marketing literature through its application of SAW in an initial effort to produce an easily understandable index that determines the asset value of sport fans and serves as an imperative criterion for overall sport team valuation from the sport consumer side. Specifically, the SFEI can function as a standard numeric measure that enables sport marketers to identify fans from whom sport organizations can generate considerable profits, segment these devotees systematically, and tailor marketing strategies to each fan base.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-02-2019-0022","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47657057","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 : 2020-04-09DOI: 10.1108/ijsms-11-2019-0122
A. Shuv-Ami, Anat Alon, S. Loureiro, H. Kaufmann
This study, an empirical research, aims to construct and validate a new love-hate scale for sports fans and tested its antecedents and consequences.,The scale was designed and validated in three separate empirical survey studies in the context of Israeli professional basketball. In Phase 1, the authors verified the factorial validity of the proposed scale using exploratory factor analysis. In Phase 2, the authors conducted a confirmatory factor analysis using structural equation modeling. In Phase 3, the authors tested the nomological network validity of the scale.,The findings show that fans' involvement, loyalty and fandom significantly predicted their love–hate, which in turn significantly predicted self-reported fan aggression, fans' acceptance of fan aggression, price premium and frequency of watching games.,The model was tested on a relatively small sample of fans within a single country. This lack of generalizability should be addressed in future studies by examining the model in other sports contexts and countries.,This study suggests that understanding the properties of the love–hate measure may assist team sports clubs in identifying, preventing and controlling potential fan aggression.,The study provides three incremental contributions above and beyond existing research: it develops and validates a scale for measuring the phenomenon of sports fans' love and hate as mixed emotions; it makes it possible to capture the variations in the magnitude of fans' love–hate; and it relates fans' love–hate to important attitudinal and behavioral outcomes.
{"title":"A new love–hate scale for sports fans","authors":"A. Shuv-Ami, Anat Alon, S. Loureiro, H. Kaufmann","doi":"10.1108/ijsms-11-2019-0122","DOIUrl":"https://doi.org/10.1108/ijsms-11-2019-0122","url":null,"abstract":"This study, an empirical research, aims to construct and validate a new love-hate scale for sports fans and tested its antecedents and consequences.,The scale was designed and validated in three separate empirical survey studies in the context of Israeli professional basketball. In Phase 1, the authors verified the factorial validity of the proposed scale using exploratory factor analysis. In Phase 2, the authors conducted a confirmatory factor analysis using structural equation modeling. In Phase 3, the authors tested the nomological network validity of the scale.,The findings show that fans' involvement, loyalty and fandom significantly predicted their love–hate, which in turn significantly predicted self-reported fan aggression, fans' acceptance of fan aggression, price premium and frequency of watching games.,The model was tested on a relatively small sample of fans within a single country. This lack of generalizability should be addressed in future studies by examining the model in other sports contexts and countries.,This study suggests that understanding the properties of the love–hate measure may assist team sports clubs in identifying, preventing and controlling potential fan aggression.,The study provides three incremental contributions above and beyond existing research: it develops and validates a scale for measuring the phenomenon of sports fans' love and hate as mixed emotions; it makes it possible to capture the variations in the magnitude of fans' love–hate; and it relates fans' love–hate to important attitudinal and behavioral outcomes.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-11-2019-0122","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42825981","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 : 2020-04-08DOI: 10.1108/ijsms-09-2019-0100
J. Won, J. L. Lee
The purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.,The research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorsed brand) x 2 (brand memory interference: interference vs. no interference) between-subjects factorial design.,The results indicate that (1) directional dominance influenced consumer brand interference, and directional dominance interacted with brand interference on (2) brand evaluation and (3) purchase intention in multiple brand portfolios.,Considering that conventional single-sponsor sponsorship or single-endorser endorsement portfolios are increasingly rare, research on concurrent circumstances of multiple endorsers and multiple endorsed brands in multiple brand portfolios was necessary. By expanding and reconceptualizing the context of brand networks, this study provides empirical evidence on how the dominance and directionality between endorser and (existing and newly) endorsed brands—an athlete endorser's strong pre-existing association with an existing endorsed brand in particular—influenced consumer brand interference and the brand evaluation in multiple brand portfolios.
{"title":"The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation","authors":"J. Won, J. L. Lee","doi":"10.1108/ijsms-09-2019-0100","DOIUrl":"https://doi.org/10.1108/ijsms-09-2019-0100","url":null,"abstract":"The purposes of the study were (1) to examine whether directional dominance between co-existing athlete brands and sponsor brands exists; (2) to explore whether directional dominance influences consumers' memory interference; and (3) to test whether brand interference interacts with directional dominance among brands to influence consumer evaluation and behaviors under multiple endorsement and sponsorship portfolios.,The research is a 3 (directional dominance: symmetric dominance vs. asymmetric dominance with existing vs. asymmetric dominance with newly endorsed brand) x 2 (brand memory interference: interference vs. no interference) between-subjects factorial design.,The results indicate that (1) directional dominance influenced consumer brand interference, and directional dominance interacted with brand interference on (2) brand evaluation and (3) purchase intention in multiple brand portfolios.,Considering that conventional single-sponsor sponsorship or single-endorser endorsement portfolios are increasingly rare, research on concurrent circumstances of multiple endorsers and multiple endorsed brands in multiple brand portfolios was necessary. By expanding and reconceptualizing the context of brand networks, this study provides empirical evidence on how the dominance and directionality between endorser and (existing and newly) endorsed brands—an athlete endorser's strong pre-existing association with an existing endorsed brand in particular—influenced consumer brand interference and the brand evaluation in multiple brand portfolios.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":2.2,"publicationDate":"2020-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-09-2019-0100","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47292463","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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