Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.01
Weisheng Chiu, Heetae Cho, Hui Mei Chua
The purpose of this study was to understand consumers’ decision-making process based on the information adoption model (IAM). In addition, the trust-risk perspective was incorporated into the IAM to establish a more comprehensive framework to explore consumers’ purchase intention. The results found that consumers’ intention to purchase sporting goods was significantly predicted by the IAM and perceptions of trust and risk. Specifically, the relationships within the IAM were positive and significant, and both argument quality and source credibility affected information usefulness, which further led to information adoption. Moreover, information adoption had a positive influence on purchase intention. In addition, perceived trust and risk played different roles in consumers’ information adoption process and purchase intention. This study initially explores sport consumers’ decision-making in social commerce. Integrating the IAM and trust-risk perspective provides insights into the consumers’ information adoption process and purchase intention of sporting goods.
{"title":"The Dual Roles of Trust and Risk in Sport Consumer Decision-Making in Social Commerce: An Information Adoption Model","authors":"Weisheng Chiu, Heetae Cho, Hui Mei Chua","doi":"10.32731/smq.324.122023.01","DOIUrl":"https://doi.org/10.32731/smq.324.122023.01","url":null,"abstract":"The purpose of this study was to understand consumers’ decision-making process based on the information adoption model (IAM). In addition, the trust-risk perspective was incorporated into the IAM to establish a more comprehensive framework to explore consumers’ purchase intention. The results found that consumers’ intention to purchase sporting goods was significantly predicted by the IAM and perceptions of trust and risk. Specifically, the relationships within the IAM were positive and significant, and both argument quality and source credibility affected information usefulness, which further led to information adoption. Moreover, information adoption had a positive influence on purchase intention. In addition, perceived trust and risk played different roles in consumers’ information adoption process and purchase intention. This study initially explores sport consumers’ decision-making in social commerce. Integrating the IAM and trust-risk perspective provides insights into the consumers’ information adoption process and purchase intention of sporting goods.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" 26","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138618643","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.03
Kurt Mayer
In Division I college football, sustainability concerns exist from the growing financial divide between the Power Five and Group of Five conferences. Athletic departments can become more financially viable through generation of additional attendance revenue in the higher priced area of premium seating, but little research has been conducted on the topic. As the first premium seating study across all of Division I, results indicated the Power Five and Group of Five did not significantly differ on their available premium seating options with luxury suites, club seats, and loge boxes. Also, suite consumers were mainly half individuals/families and half corporate for both classifications. Further, the regression models explained approximately 60% of suite price from Conference Affiliation, Suite Capacity, Number of Suites, County Population, Facility Age, Non-Gameday Rental, and Private/Public Institution variables. Altogether, results highlighted the uniqueness of the college football market and its distinctiveness from professional sport.
{"title":"Division I College Football Premium Seating: An Analysis of the Power Five and Group of Five, Clientele, and Luxury Suite Prices","authors":"Kurt Mayer","doi":"10.32731/smq.324.122023.03","DOIUrl":"https://doi.org/10.32731/smq.324.122023.03","url":null,"abstract":"In Division I college football, sustainability concerns exist from the growing financial divide between the Power Five and Group of Five conferences. Athletic departments can become more financially viable through generation of additional attendance revenue in the higher priced area of premium seating, but little research has been conducted on the topic. As the first premium seating study across all of Division I, results indicated the Power Five and Group of Five did not significantly differ on their available premium seating options with luxury suites, club seats, and loge boxes. Also, suite consumers were mainly half individuals/families and half corporate for both classifications. Further, the regression models explained approximately 60% of suite price from Conference Affiliation, Suite Capacity, Number of Suites, County Population, Facility Age, Non-Gameday Rental, and Private/Public Institution variables. Altogether, results highlighted the uniqueness of the college football market and its distinctiveness from professional sport.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" 34","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138618167","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.06
Erfan Moradi
This article had two primary goals. The first goal was to update the previous study regarding the content analysis of Sport Marketing Quarterly (SMQ) by Peetz and Reams (2011). The second aim was to compare the prior review results by adding an in-depth analysis focusing on unique aspects by integrating three methods. Two hundred and seven articles published between 2012 and 2022 in SMQ were analyzed using bibliometric and content analysis and the paradigm funnel. Th e conceptual structure map of keywords is expressive of four clusters, while the co-citation analysis points to three. Media consumption, motives, social media, fan engagement, ticket sales, and brand management are some niche and emerging topics that may be discussed and noticed. In addition, satisfaction and corporate social responsibility are trending topics in SMQ. Last, this study offers a snapshot of the gaps, which outlines future directions for sport marketing studies in SMQ.
{"title":"An Updated Overview of Research Published in Sport Marketing Quarterly (2012 to 2022): A Tri-Method Approach","authors":"Erfan Moradi","doi":"10.32731/smq.324.122023.06","DOIUrl":"https://doi.org/10.32731/smq.324.122023.06","url":null,"abstract":"This article had two primary goals. The first goal was to update the previous study regarding the content analysis of Sport Marketing Quarterly (SMQ) by Peetz and Reams (2011). The second aim was to compare the prior review results by adding an in-depth analysis focusing on unique aspects by integrating three methods. Two hundred and seven articles published between 2012 and 2022 in SMQ were analyzed using bibliometric and content analysis and the paradigm funnel. Th e conceptual structure map of keywords is expressive of four clusters, while the co-citation analysis points to three. Media consumption, motives, social media, fan engagement, ticket sales, and brand management are some niche and emerging topics that may be discussed and noticed. In addition, satisfaction and corporate social responsibility are trending topics in SMQ. Last, this study offers a snapshot of the gaps, which outlines future directions for sport marketing studies in SMQ.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" 46","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138612669","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.04
Yoon Heo, Zack P. Pedersen, Antonio Williams, K. Byon
Collaborations between sport footwear/apparel manufacturers and fashion icons (e.g., designers, musicians, celebrities) have become an integral marketing practice over the last decade. Although the number of footwear collaborations has continually grown across the industry, scholars have yet to evaluate the effects of such marketing practices. The focal aim of this study was to assess the impact of product collaborations on sport consumers who were familiar with sport shoe collaboration. A total of 345 respondents participated in an experimental study to test the effects of self-image congruence, brand loyalty, perceived brand fit, and purchase intention. Data were analyzed using SEM and ANOVA, and all hypotheses were supported, with results indicating the overarching influence of self-image congruity as well as the partial mediation of perceived brand fit between said congruity and brand loyalty.
{"title":"An Examination of Consumer’s Brand Loyalty and Purchase Intention Toward Collaborations in the Sport Brand Footwear Industry","authors":"Yoon Heo, Zack P. Pedersen, Antonio Williams, K. Byon","doi":"10.32731/smq.324.122023.04","DOIUrl":"https://doi.org/10.32731/smq.324.122023.04","url":null,"abstract":"Collaborations between sport footwear/apparel manufacturers and fashion icons (e.g., designers, musicians, celebrities) have become an integral marketing practice over the last decade. Although the number of footwear collaborations has continually grown across the industry, scholars have yet to evaluate the effects of such marketing practices. The focal aim of this study was to assess the impact of product collaborations on sport consumers who were familiar with sport shoe collaboration. A total of 345 respondents participated in an experimental study to test the effects of self-image congruence, brand loyalty, perceived brand fit, and purchase intention. Data were analyzed using SEM and ANOVA, and all hypotheses were supported, with results indicating the overarching influence of self-image congruity as well as the partial mediation of perceived brand fit between said congruity and brand loyalty.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"70 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138626362","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.02
Heather Kennedy, N. Bredikhina, Grace Athanas-Linden, Thilo Kunkel, Daniel Funk
Examining shifts in sport organizations’ social media content from before to during the pandemic-induced stoppage of play provides insight into digital branding during crises. Drawing on consumer-based brand equity and the context, content, and process framework, we examined adjustments made to brand image portrayal on Instagram and corresponding consumer engagement during the lockdown for two sport organizations at different seasonality stages. Results highlight how the National Basketball Association (NBA), facing the loss of their core product, utilized a need-based adjustment, while the National Football League (NFL) exhibited an opportunity-based adjustment. Analyses of consumer responses gauged the effectiveness of these two approaches, finding that the NFL was able to increase engagement, while the NBA suffered from declining engagement. Further investigation found that the NBA is still plagued by declined engagement since the pandemic, underscoring the importance of appropriate and effective digital branding during a crisis. While helping to fill the dearth of knowledge on how sport organizations operate under conditions outside of normalcy, this research improves our understanding of how social media content is managed during a crisis.
{"title":"Managing Social Media Through Crisis: A Content Analysis of Instagram Posts Before and During the COVID-19 Pandemic","authors":"Heather Kennedy, N. Bredikhina, Grace Athanas-Linden, Thilo Kunkel, Daniel Funk","doi":"10.32731/smq.324.122023.02","DOIUrl":"https://doi.org/10.32731/smq.324.122023.02","url":null,"abstract":"Examining shifts in sport organizations’ social media content from before to during the pandemic-induced stoppage of play provides insight into digital branding during crises. Drawing on consumer-based brand equity and the context, content, and process framework, we examined adjustments made to brand image portrayal on Instagram and corresponding consumer engagement during the lockdown for two sport organizations at different seasonality stages. Results highlight how the National Basketball Association (NBA), facing the loss of their core product, utilized a need-based adjustment, while the National Football League (NFL) exhibited an opportunity-based adjustment. Analyses of consumer responses gauged the effectiveness of these two approaches, finding that the NFL was able to increase engagement, while the NBA suffered from declining engagement. Further investigation found that the NBA is still plagued by declined engagement since the pandemic, underscoring the importance of appropriate and effective digital branding during a crisis. While helping to fill the dearth of knowledge on how sport organizations operate under conditions outside of normalcy, this research improves our understanding of how social media content is managed during a crisis.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"83 S16","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138621967","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-01DOI: 10.32731/smq.324.122023.05
Aaron C. Mansfield, Elizabeth Delia, K. Reifurth, Matthew Katz
Despite a wealth of team identification research, little scholarship has focused on how considerable changes to a team’s performance may impact the meaning of the team identity (as such a meaning is understood/exposited by in-group members). To this end, we examined fans of a historically poor-performing team that had reversed course, becoming a winner. We conducted semi-structured interviews with supporters of Major League Baseball’s (MLB’s) Chicago Cubs to explore how the team’s 2016 World Series (i.e., championship) win had impacted supporters’ identification with the team. We noted two primary themes defining how the team identity had changed: (1) different expectations for performance following the championship; and (2) the team’s new success representing a threat to interviewees’ understanding of the team identity meaning. We also observed constants in the composition of the team identity, factors unchanged by the success. We make our primary contribution by addressing the role of considerable team performance changes in the meaning of team identity.
{"title":"How Changes in Team Performance Impact Team Identity","authors":"Aaron C. Mansfield, Elizabeth Delia, K. Reifurth, Matthew Katz","doi":"10.32731/smq.324.122023.05","DOIUrl":"https://doi.org/10.32731/smq.324.122023.05","url":null,"abstract":"Despite a wealth of team identification research, little scholarship has focused on how considerable changes to a team’s performance may impact the meaning of the team identity (as such a meaning is understood/exposited by in-group members). To this end, we examined fans of a historically poor-performing team that had reversed course, becoming a winner. We conducted semi-structured interviews with supporters of Major League Baseball’s (MLB’s) Chicago Cubs to explore how the team’s 2016 World Series (i.e., championship) win had impacted supporters’ identification with the team. We noted two primary themes defining how the team identity had changed: (1) different expectations for performance following the championship; and (2) the team’s new success representing a threat to interviewees’ understanding of the team identity meaning. We also observed constants in the composition of the team identity, factors unchanged by the success. We make our primary contribution by addressing the role of considerable team performance changes in the meaning of team identity.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" 3","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138620799","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-01DOI: 10.32731/smq.323.092023.01
Eric Nichols, Stephen Shapiro
The rise in celebrity athletes’ influence due to social media has had a massive effect on endorsement opportunities. Social media has given celebrity athletes an owned platform from which to leverage their audience into business opportunities, but an understanding of how authenticity affects the consumer was needed. Therefore, the purpose of this study was to determine how the perceived authenticity of celebrity athletes’ social media endorsement posts affects brand attitudes and purchase intentions. Two experiments were conducted using fictitious Twitter posts including celebrity athletes to manipulate authenticity. Study 1 established that authenticity of a post has a significant effect on brand attitudes and purchase intention. Study 2 introduced two new celebrities and one new product. The importance of authenticity remained consistent with Study 1. Additionally, the type of brand had a greater effect when the promoted product required more purchase consideration when compared to an impulse purchase. Lastly, the celebrity promoting the product was not found to be significant. This research expands on the growing stream of knowledge related to authenticity in marketing communications and confirms its vital role.
{"title":"The Impact of Authenticity on Celebrity Athlete Social Media Endorsement Messaging","authors":"Eric Nichols, Stephen Shapiro","doi":"10.32731/smq.323.092023.01","DOIUrl":"https://doi.org/10.32731/smq.323.092023.01","url":null,"abstract":"The rise in celebrity athletes’ influence due to social media has had a massive effect on endorsement opportunities. Social media has given celebrity athletes an owned platform from which to leverage their audience into business opportunities, but an understanding of how authenticity affects the consumer was needed. Therefore, the purpose of this study was to determine how the perceived authenticity of celebrity athletes’ social media endorsement posts affects brand attitudes and purchase intentions. Two experiments were conducted using fictitious Twitter posts including celebrity athletes to manipulate authenticity. Study 1 established that authenticity of a post has a significant effect on brand attitudes and purchase intention. Study 2 introduced two new celebrities and one new product. The importance of authenticity remained consistent with Study 1. Additionally, the type of brand had a greater effect when the promoted product required more purchase consideration when compared to an impulse purchase. Lastly, the celebrity promoting the product was not found to be significant. This research expands on the growing stream of knowledge related to authenticity in marketing communications and confirms its vital role.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42921642","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-01DOI: 10.32731/smq.323.092023.04
Ben Larkin, Brendan Dwyer, Chad Goebert
A growing amount of attention has been paid to the topic of dehumanization of professional athletes in recent years, both in mainstream media and in academic literature. Even professional athletes themselves have begun speaking out on the issue. Nevertheless, the academic scholarship on this phenomenon remains sparse, with scholars yet to provide empirical evidence that sport fans do, in fact, dehumanize professional athletes. The current research fills this void by exploring fans’ implicit tendencies to view professional athletes as both machines and animals, with a particular emphasis on the marketing implications of this phenomenon. The results of the implicit association test (IAT) support the idea that participants view professional athletes as animals and displayed a negative association with athlete brand attachment. The findings advance multiple research lines and provide practical implications for sport teams and athlete brand managers.
{"title":"Dehumanization of Professional Athletes and Implications for Brand Attachment","authors":"Ben Larkin, Brendan Dwyer, Chad Goebert","doi":"10.32731/smq.323.092023.04","DOIUrl":"https://doi.org/10.32731/smq.323.092023.04","url":null,"abstract":"A growing amount of attention has been paid to the topic of dehumanization of professional athletes in recent years, both in mainstream media and in academic literature. Even professional athletes themselves have begun speaking out on the issue. Nevertheless, the academic scholarship on this phenomenon remains sparse, with scholars yet to provide empirical evidence that sport fans do, in fact, dehumanize professional athletes. The current research fills this void by exploring fans’ implicit tendencies to view professional athletes as both machines and animals, with a particular emphasis on the marketing implications of this phenomenon. The results of the implicit association test (IAT) support the idea that participants view professional athletes as animals and displayed a negative association with athlete brand attachment. The findings advance multiple research lines and provide practical implications for sport teams and athlete brand managers.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48786858","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-01DOI: 10.32731/smq.323.092023.05
Jonathan Jensen, Jeremy Vlacancich
While the effects of sport sponsorship are widely researched, many studies suffer from a lack of generalizability and are oftentimes cross-sectional, given the challenges inherent in the collection and analysis of longitudinal data. This study seeks to remedy these issues by analyzing a longitudinal, heterogeneous dataset comprised of more than 500 sponsorships of North American sport leagues spanning 14 years. Results reveal an 8% increase in brand recognition in the first year following the initiation of the sponsorship. However, lagged variables indicate that the effect is reduced significantly after the second year. A second analysis confirms that effects are generalizable across multiple leagues and sponsorship categories. These results contradict the prevailing assumption that investments in sponsorship necessarily need to be long-term, suggesting that effects on brand awareness are more immediate and that effectiveness wanes the longer a brand remains a sponsor, representing an important and novel managerial contribution.
{"title":"Improving the Generalizability of the Effects of Sport Sponsorship on Brand Awareness: A Longitudinal, Multilevel Perspective","authors":"Jonathan Jensen, Jeremy Vlacancich","doi":"10.32731/smq.323.092023.05","DOIUrl":"https://doi.org/10.32731/smq.323.092023.05","url":null,"abstract":"While the effects of sport sponsorship are widely researched, many studies suffer from a lack of generalizability and are oftentimes cross-sectional, given the challenges inherent in the collection and analysis of longitudinal data. This study seeks to remedy these issues by analyzing a longitudinal, heterogeneous dataset comprised of more than 500 sponsorships of North American sport leagues spanning 14 years. Results reveal an 8% increase in brand recognition in the first year following the initiation of the sponsorship. However, lagged variables indicate that the effect is reduced significantly after the second year. A second analysis confirms that effects are generalizable across multiple leagues and sponsorship categories. These results contradict the prevailing assumption that investments in sponsorship necessarily need to be long-term, suggesting that effects on brand awareness are more immediate and that effectiveness wanes the longer a brand remains a sponsor, representing an important and novel managerial contribution.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43064983","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-01DOI: 10.32731/smq.323.092023.03
Jin Woo Ahn, Joon Sung Lee, Daniel Wann
This research attempted to examine the tolerant responses of sport fans to scandalized athletes by drawing on fans’ self-serving bias and attribution theory. To this end, we conducted a quasi-experimental study (n = 219). The results of SEM analysis indicate that fans with a high team identification reported a greater level of external attribution than those with low team identification, while fans with low team identification reported a greater level of internal attribution than those with high team identification. Also, external attribution had positive impacts on moral disengagement, while internal attribution had negative impacts. We found that sport fans become more forgiving by activating moral disengagement. The present study further extends the literature by investigating how the level of team identification can evoke differential consumer responses toward a wrongdoer and enabling practitioners to make informed decisions on whether they should keep ties with troubled athletes.
{"title":"They Saw a Game! Impact of Consumers’ Self-Serving Bias on Moral Disengagement and Subsequent Tolerant Responses Toward Athlete Scandals","authors":"Jin Woo Ahn, Joon Sung Lee, Daniel Wann","doi":"10.32731/smq.323.092023.03","DOIUrl":"https://doi.org/10.32731/smq.323.092023.03","url":null,"abstract":"This research attempted to examine the tolerant responses of sport fans to scandalized athletes by drawing on fans’ self-serving bias and attribution theory. To this end, we conducted a quasi-experimental study (n = 219). The results of SEM analysis indicate that fans with a high team identification reported a greater level of external attribution than those with low team identification, while fans with low team identification reported a greater level of internal attribution than those with high team identification. Also, external attribution had positive impacts on moral disengagement, while internal attribution had negative impacts. We found that sport fans become more forgiving by activating moral disengagement. The present study further extends the literature by investigating how the level of team identification can evoke differential consumer responses toward a wrongdoer and enabling practitioners to make informed decisions on whether they should keep ties with troubled athletes.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42662826","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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