Pub Date : 2020-03-01DOI: 10.32731/smq.291.032020.05
Claudio M. Rocha, Fiona Wyse
Th e aim of this study was to investigate whether 2018 FIFA World Cup (FWC) consumers would engage in political consumerism to reduce a perceived dissonance between host country (Russia) brand image and FWC brand attributes. Literature has associated Russia-hosted sport mega-events (SME) with violations of human rights. Drawing on cognitive dissonance theory, we investigate UK consumers (n = 417) on their perceptions about Russia’s brand image (cognitive and aff ective attributes) and FWC brand attributes before and aft er the event. Online questionnaires were used to collect data, which were analyzed via covariance-based structural equation modeling. Findings showed that intentions did not diff er from behaviors of political consumerism toward 2018 FWC products. Lower evaluations of aff ective host image attributes led to more political consumerism. Higher perceptions of the FWC attributes led to less political consumerism. Results inform FIFA (and possibly other SME owners) on how poor human rights practices (aff ective attributes) may aff ect the consumption of their products. Results also inform hosts about ineff ectiveness of associating themselves with brands like FWC without showing concerns about human rights.
{"title":"Host Country Brand Image and Political Consumerism: The Case of Russia 2018 FIFA World Cup","authors":"Claudio M. Rocha, Fiona Wyse","doi":"10.32731/smq.291.032020.05","DOIUrl":"https://doi.org/10.32731/smq.291.032020.05","url":null,"abstract":"Th e aim of this study was to investigate whether 2018 FIFA World Cup (FWC) consumers would engage in political consumerism to reduce a perceived dissonance between host country (Russia) brand image and FWC brand attributes. Literature has associated Russia-hosted sport mega-events (SME) with violations of human rights. Drawing on cognitive dissonance theory, we investigate UK consumers (n = 417) on their perceptions about Russia’s brand image (cognitive and aff ective attributes) and FWC brand attributes before and aft er the event. Online questionnaires were used to collect data, which were analyzed via covariance-based structural equation modeling. Findings showed that intentions did not diff er from behaviors of political consumerism toward 2018 FWC products. Lower evaluations of aff ective host image attributes led to more political consumerism. Higher perceptions of the FWC attributes led to less political consumerism. Results inform FIFA (and possibly other SME owners) on how poor human rights practices (aff ective attributes) may aff ect the consumption of their products. Results also inform hosts about ineff ectiveness of associating themselves with brands like FWC without showing concerns about human rights.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43007233","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 : 2020-03-01DOI: 10.32731/smq.291.302020.03
Yiran Su, Bradley J. Baker, J. Doyle, Thilo Kunkel
consumer identity and behavior, branding in sport business, global marketing strategy, data research methods, brand building via social media, sport consumer behavior and loyalty, and machine and artificial consumer behavior within sport and event settings, fan development, strategic branding, examining the links between sport and event involvement and positive social-psychological well-being. His research interests include strategic management and marketing, consumer engagement in a digital environment, and brand relationships. Abstract Athlete brands exist within a network of brand relationships. Thus, considering the joint influences of related brands at different levels (league, team, and athlete) is essential for understanding how athlete brands are built. We focus on growth factors impacting athletes’ social media followings (Twitter and Instagram) around the critical juncture of team transfer periods. We use data from the NFL Draft, because this mo-ment in time provides a key opportunity to capture combined influences from league-, team-, athlete-, and platform-related factors on athlete brand development. Through comparing a large sample of athlete social media followings before and after the draft, we identify immediate changes as athletes start their professional careers. Results indicate examining multiple factors in the same model is essential for understanding the role each plays in building athlete brands. The league and team represent master brands into which an athlete brand is integrated, and consequently athlete brands are provided with benefits from these new brand relationships. Results further demonstrate network effects, highlighting the importance of possessing a strong brand before a high-profile event.
{"title":"The Rise of an Athlete Brand: Factors Influencing the Social Media Following of Athletes","authors":"Yiran Su, Bradley J. Baker, J. Doyle, Thilo Kunkel","doi":"10.32731/smq.291.302020.03","DOIUrl":"https://doi.org/10.32731/smq.291.302020.03","url":null,"abstract":"consumer identity and behavior, branding in sport business, global marketing strategy, data research methods, brand building via social media, sport consumer behavior and loyalty, and machine and artificial consumer behavior within sport and event settings, fan development, strategic branding, examining the links between sport and event involvement and positive social-psychological well-being. His research interests include strategic management and marketing, consumer engagement in a digital environment, and brand relationships. Abstract Athlete brands exist within a network of brand relationships. Thus, considering the joint influences of related brands at different levels (league, team, and athlete) is essential for understanding how athlete brands are built. We focus on growth factors impacting athletes’ social media followings (Twitter and Instagram) around the critical juncture of team transfer periods. We use data from the NFL Draft, because this mo-ment in time provides a key opportunity to capture combined influences from league-, team-, athlete-, and platform-related factors on athlete brand development. Through comparing a large sample of athlete social media followings before and after the draft, we identify immediate changes as athletes start their professional careers. Results indicate examining multiple factors in the same model is essential for understanding the role each plays in building athlete brands. The league and team represent master brands into which an athlete brand is integrated, and consequently athlete brands are provided with benefits from these new brand relationships. Results further demonstrate network effects, highlighting the importance of possessing a strong brand before a high-profile event.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46785373","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 : 2020-01-01DOI: 10.32731/smq.293.092020.03
B. Larkin, R. Spalding, Taesoo Ahn
{"title":"Examining the Impact of Fantasy Sport Participation and Fan Identification on Player Performance and Brand Perceptions","authors":"B. Larkin, R. Spalding, Taesoo Ahn","doi":"10.32731/smq.293.092020.03","DOIUrl":"https://doi.org/10.32731/smq.293.092020.03","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70052523","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 : 2020-01-01DOI: 10.32731/smq.293.092020.02
N. Popp, Jason M. Simmons, S. Shapiro, T. Greenwell, C. McEvoy
{"title":"An Analysis of Attributes Impacting Consumer Online Sport Ticket Purchases in a Dual-Market Environment","authors":"N. Popp, Jason M. Simmons, S. Shapiro, T. Greenwell, C. McEvoy","doi":"10.32731/smq.293.092020.02","DOIUrl":"https://doi.org/10.32731/smq.293.092020.02","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70052974","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 : 2020-01-01DOI: 10.32731/smq.293.092020.04
Sylvia M. Chan-Olmsted, D. Kwak
{"title":"Fantasy Sport Usage and Multiplatform Sport Media Consumption","authors":"Sylvia M. Chan-Olmsted, D. Kwak","doi":"10.32731/smq.293.092020.04","DOIUrl":"https://doi.org/10.32731/smq.293.092020.04","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70052591","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 : 2020-01-01DOI: 10.32731/smq.293.092020.06
K. Kim, K. Byon
{"title":"The Dark Side of Spectator Behavior: Effects of Spectator Dysfunctional Behavior on Anger, Rumination, and Revisit Intention","authors":"K. Kim, K. Byon","doi":"10.32731/smq.293.092020.06","DOIUrl":"https://doi.org/10.32731/smq.293.092020.06","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70052709","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 : 2020-01-01DOI: 10.32731/smq.oa.092020.01
Gashaw Abeza, Benoît Séguin, P. Carton, Susan Holland
{"title":"Measuring Sponsorship Effectiveness: Designing an Alternative Approach","authors":"Gashaw Abeza, Benoît Séguin, P. Carton, Susan Holland","doi":"10.32731/smq.oa.092020.01","DOIUrl":"https://doi.org/10.32731/smq.oa.092020.01","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70052766","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 : 2020-01-01DOI: 10.32731/smq.293.092020.05
Hyunwoo Kim, Byung-Kwon Park, C. Lim, Jisuk Chang
{"title":"The Influence of Personal Tendencies, Situational Power State, and Social Exclusion on Distinctive Consumption Choice","authors":"Hyunwoo Kim, Byung-Kwon Park, C. Lim, Jisuk Chang","doi":"10.32731/smq.293.092020.05","DOIUrl":"https://doi.org/10.32731/smq.293.092020.05","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70052607","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 : 2020-01-01DOI: 10.32731/smq.293.092020.01
Hansol Hwang, HyeJoo Yang, Antonio S. Williams, P. Pedersen
{"title":"A Gratification Model of Sport Team Mobile Application Usage","authors":"Hansol Hwang, HyeJoo Yang, Antonio S. Williams, P. Pedersen","doi":"10.32731/smq.293.092020.01","DOIUrl":"https://doi.org/10.32731/smq.293.092020.01","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2020-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70052915","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 : 2019-12-01DOI: 10.32731/smq.284.122019.02
K. Reifurth, M. Bernthal, Khalid Ballouli, D. Collins
{"title":"Nonlocal Fandom: Effects of Geographic Distance, Geographic Identity, and Local Competition on Team Identification","authors":"K. Reifurth, M. Bernthal, Khalid Ballouli, D. Collins","doi":"10.32731/smq.284.122019.02","DOIUrl":"https://doi.org/10.32731/smq.284.122019.02","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2019-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46219126","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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