Pub Date : 2023-03-01DOI: 10.32731/smq.321.032023.02
Sung Wook (Sean) Son, Antonio S. Williams
Despite its rapid growth and the forecast for its ubiquity, an academic investigation into jersey sponsorship is still limited. More importantly, although jersey sponsors today create visual congruity by modifying their logo colors on the jerseys to match the team colors, its role and impact remain unexplored. Thus, the current research examined the effect of created brand-color congruity on attitude toward the sponsor, paying particular attention to perceived sponsor support and team identification. Three experiments across two different league settings showed that created brand-color congruity was a significant predictor for both favorable sponsor attitudes and perceived sponsor support at all levels of team identification. Perceived sponsor support also positively influenced attitudes, confirming the indirect effect of created brand-color congruity. The findings provide theoretical and practical contributions to the marketing and sponsorship literature by signifying the importance of created visual congruity using brand colors.
{"title":"Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude toward Sponsor","authors":"Sung Wook (Sean) Son, Antonio S. Williams","doi":"10.32731/smq.321.032023.02","DOIUrl":"https://doi.org/10.32731/smq.321.032023.02","url":null,"abstract":"Despite its rapid growth and the forecast for its ubiquity, an academic investigation into jersey sponsorship is still limited. More importantly, although jersey sponsors today create visual congruity by modifying their logo colors on the jerseys to match the team colors, its role and impact remain unexplored. Thus, the current research examined the effect of created brand-color congruity on attitude toward the sponsor, paying particular attention to perceived sponsor support and team identification. Three experiments across two different league settings showed that created brand-color congruity was a significant predictor for both favorable sponsor attitudes and perceived sponsor support at all levels of team identification. Perceived sponsor support also positively influenced attitudes, confirming the indirect effect of created brand-color congruity. The findings provide theoretical and practical contributions to the marketing and sponsorship literature by signifying the importance of created visual congruity using brand colors.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47318354","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 : 2023-03-01DOI: 10.32731/smq.321.032023.03
Y. Ko, D. Kwak, Eric Wonseok Jang, J. Lee, Akira Asada, Yonghwan Chang, Daehwan Kim, S. Pradhan, Semih Yilmaz
A growing number of sport consumer behavior scholars have been employing experimental methods, especially because experiments allow researchers to gain a better understanding of causal inferences by examining controlled conditions. The purpose of this paper is twofold: (1) to offer the current state of the adoption of experimental methods in sport consumer behavior research and (2) to discuss and highlight best practices that scholars can use when considering experimental designs. More specifically, we discuss methodological gaps existing in sport consumer behavior research by reviewing published sport consumer behavior articles in a content analysis. We also provide considerations to improve validity of empirical findings and outline the characteristics of well-designed experiments and how they can help advance theory development in the field. Ultimately, we offer practical recommendations and guidance to researchers wishing to use experiments in a wide array of research topics within sport consumer behavior.
{"title":"Using Experiments in Sport Consumer Behavior Research: A Review and Directions for Future Research","authors":"Y. Ko, D. Kwak, Eric Wonseok Jang, J. Lee, Akira Asada, Yonghwan Chang, Daehwan Kim, S. Pradhan, Semih Yilmaz","doi":"10.32731/smq.321.032023.03","DOIUrl":"https://doi.org/10.32731/smq.321.032023.03","url":null,"abstract":"A growing number of sport consumer behavior scholars have been employing experimental methods, especially because experiments allow researchers to gain a better understanding of causal inferences by examining controlled conditions. The purpose of this paper is twofold: (1) to offer the current state of the adoption of experimental methods in sport consumer behavior research and (2) to discuss and highlight best practices that scholars can use when considering experimental designs. More specifically, we discuss methodological gaps existing in sport consumer behavior research by reviewing published sport consumer behavior articles in a content analysis. We also provide considerations to improve validity of empirical findings and outline the characteristics of well-designed experiments and how they can help advance theory development in the field. Ultimately, we offer practical recommendations and guidance to researchers wishing to use experiments in a wide array of research topics within sport consumer behavior.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"1 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70052749","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 : 2023-03-01DOI: 10.32731/smq.321.032023.05
Akiko Arai, Y. Ko, Akira Asada, D. Connaughton
Athlete scandals are of broad and current interest in the sport industry and literature. Based on brand relationship theory, the present research, consisting of Studies 1 and 2, concerns the effects of consumers’ self-brand connection to an athlete and their self-construal on their psychological and behavioral responses to an athlete scandal. The results of Study 1 (experiment) suggest that people with a strong self-connection to the athlete and interdependent self-construal experience a greater self-identity threat than people lacking these attributes. Study 2 (survey) reveals that people with a strong self-connection and interdependent self-construal are more likely to advocate for an athlete after a scandal. The results imply that some people maintain their support for an athlete involved in a scandal not necessarily because they are not influenced by scandal information but because they want to protect and restore their threatened self-worth.
{"title":"The Effects of Self-Brand Connection and Self-Construal on Consumers’ Psychological and Behavioral Responses to Athlete Scandals","authors":"Akiko Arai, Y. Ko, Akira Asada, D. Connaughton","doi":"10.32731/smq.321.032023.05","DOIUrl":"https://doi.org/10.32731/smq.321.032023.05","url":null,"abstract":"Athlete scandals are of broad and current interest in the sport industry and literature. Based on brand relationship theory, the present research, consisting of Studies 1 and 2, concerns the effects of consumers’ self-brand connection to an athlete and their self-construal on their psychological and behavioral responses to an athlete scandal. The results of Study 1 (experiment) suggest that people with a strong self-connection to the athlete and interdependent self-construal experience a greater self-identity threat than people lacking these attributes. Study 2 (survey) reveals that people with a strong self-connection and interdependent self-construal are more likely to advocate for an athlete after a scandal. The results imply that some people maintain their support for an athlete involved in a scandal not necessarily because they are not influenced by scandal information but because they want to protect and restore their threatened self-worth.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42901539","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 : 2023-03-01DOI: 10.32731/smq.321.032023.06
Dylan Williams, Patrick Tutka, C. Seifried
General marketing scholars have advocated for historical research since the 1980s, leading to a substantial increase in history-based marketing articles. With general marketing embracing historical research, the present content analysis assesses leading sport marketing journals, their article methodologies, and the presence of any studies that utilize the historical method and/or incorporate historical or archival data for analysis. Comparatively, the present study shows sport marketing scholars primarily analyze the field through pure monomethod (i.e., quantitative or qualitative) approaches, but many researchers also use historical or archival data. With recent calls to improve sport-study through diversifying methodological choices, we suggest the historical method should be an attractive interdisciplinary alternative because it offers a distinct data collection and analytical approach capable of studying important questions. Further, historical research can advance theory, predict future patterns or trends, inform decision-making processes, and identify future research activity. Overall, we see an opportunity for more history-based scholarship in sport marketing journals.
{"title":"An Analysis of Research Methods in Leading Sport Marketing Journals: A Call for Historical Research","authors":"Dylan Williams, Patrick Tutka, C. Seifried","doi":"10.32731/smq.321.032023.06","DOIUrl":"https://doi.org/10.32731/smq.321.032023.06","url":null,"abstract":"General marketing scholars have advocated for historical research since the 1980s, leading to a substantial increase in history-based marketing articles. With general marketing embracing historical research, the present content analysis assesses leading sport marketing journals, their article methodologies, and the presence of any studies that utilize the historical method and/or incorporate historical or archival data for analysis. Comparatively, the present study shows sport marketing scholars primarily analyze the field through pure monomethod (i.e., quantitative or qualitative) approaches, but many researchers also use historical or archival data. With recent calls to improve sport-study through diversifying methodological choices, we suggest the historical method should be an attractive interdisciplinary alternative because it offers a distinct data collection and analytical approach capable of studying important questions. Further, historical research can advance theory, predict future patterns or trends, inform decision-making processes, and identify future research activity. Overall, we see an opportunity for more history-based scholarship in sport marketing journals.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45440197","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 : 2022-12-01DOI: 10.32731/smq.314.1222.05
Yuchen Shi, D. Pyun, A. E. Manoli
While football in China is experiencing great enthusiasm from the broad masses due to the unprecedented promotion from the government, to encourage more youth participations in this sport has become an essential for Chinese football revitalization. Under this circumstance, the youth football training industry has been highly capitalized as both foreign and domestic youth football academies have sprung up. Guided by service quality literature, it can be argued that understanding what aspects influence player’s perceived service quality evaluation are necessary to be competitive to gain and sustain youth players for youth football academies in the long-term. Presented herein is a multi-dimensional and hierarchical service quality conceptualization, including four primary dimensions: physical aspects, program, personnel, and personal development. A total of nine sub-dimensions were designed to support these four higher-order dimensions. Data were collected from youth players (n=543) at two youth football academies located in two cities in south-eastern China. In phase one of the study, an exploratory factor analysis was conducted to specify and confirm the factor structure of the proposed measurement scale. Phase two implemented the confirmatory factor analysis to further validate the revised model based on EFA results. Th e results provide support for internal reliability, convergent validity, and discriminant validity, with 46 items retained and two sub-dimensions (i.e., employee expertise and employee attitude) merged and relabeled as employee trustworthiness. This study made an initiative attempt to provide both theoretical and practical insights in terms of perceived service quality assessment in the context of youth football academies.
{"title":"Assessment of the Service Quality Measurement Model for Youth Football Academies","authors":"Yuchen Shi, D. Pyun, A. E. Manoli","doi":"10.32731/smq.314.1222.05","DOIUrl":"https://doi.org/10.32731/smq.314.1222.05","url":null,"abstract":"While football in China is experiencing great enthusiasm from the broad masses due to the unprecedented promotion from the government, to encourage more youth participations in this sport has become an essential for Chinese football revitalization. Under this circumstance, the youth football training industry has been highly capitalized as both foreign and domestic youth football academies have sprung up. Guided by service quality literature, it can be argued that understanding what aspects influence player’s perceived service quality evaluation are necessary to be competitive to gain and sustain youth players for youth football academies in the long-term. Presented herein is a multi-dimensional and hierarchical service quality conceptualization, including four primary dimensions: physical aspects, program, personnel, and personal development. A total of nine sub-dimensions were designed to support these four higher-order dimensions. Data were collected from youth players (n=543) at two youth football academies located in two cities in south-eastern China. In phase one of the study, an exploratory factor analysis was conducted to specify and confirm the factor structure of the proposed measurement scale. Phase two implemented the confirmatory factor analysis to further validate the revised model based on EFA results. Th e results provide support for internal reliability, convergent validity, and discriminant validity, with 46 items retained and two sub-dimensions (i.e., employee expertise and employee attitude) merged and relabeled as employee trustworthiness. This study made an initiative attempt to provide both theoretical and practical insights in terms of perceived service quality assessment in the context of youth football academies.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49475114","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 : 2022-12-01DOI: 10.32731/smq.314.1222.04
B. Larkin
A growing amount of attention has been paid to the topic of dehumanization of professional athletes. Fantasy sport has been explored as a driver of this phenomenon, but empirical evidence has yet to be provided. This research explores the role of gambling—that is, whether fantasy participants were more driven by money or entertainment/escape—in this phenomenon. Results of SEM analysis indicated that fantasy football participation motivated by gambling was positively associated with dehumanization, while participation for the purpose of entertainment/escape was negatively related. Th is suggests it is not fantasy sport in itself that is a predictor of dehumanization but rather participation motivated by gambling. In addition to extending the literature on dehumanization amongst fantasy participants, the research provides guidance for fantasy sport service providers’ game terminology while also informing the potential role of fantasy sport in proliferating the inability for sport fans to understand mental health struggles amongst athletes.
{"title":"Toward a Better Understanding of Fantasy Football and Dehumanization of Athletes: Is Fantasy Sport Gambling to Blame?","authors":"B. Larkin","doi":"10.32731/smq.314.1222.04","DOIUrl":"https://doi.org/10.32731/smq.314.1222.04","url":null,"abstract":"A growing amount of attention has been paid to the topic of dehumanization of professional athletes. Fantasy sport has been explored as a driver of this phenomenon, but empirical evidence has yet to be provided. This research explores the role of gambling—that is, whether fantasy participants were more driven by money or entertainment/escape—in this phenomenon. Results of SEM analysis indicated that fantasy football participation motivated by gambling was positively associated with dehumanization, while participation for the purpose of entertainment/escape was negatively related. Th is suggests it is not fantasy sport in itself that is a predictor of dehumanization but rather participation motivated by gambling. In addition to extending the literature on dehumanization amongst fantasy participants, the research provides guidance for fantasy sport service providers’ game terminology while also informing the potential role of fantasy sport in proliferating the inability for sport fans to understand mental health struggles amongst athletes.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46645437","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 : 2022-12-01DOI: 10.32731/smq.314.1222.03
Shiro Yamaguchi, Masayuki Yoshida
This study examines the influences of core product quality, service quality, social network quality, and event satisfaction on participant engagement using the conceptual framework of consumer experience quality and customer engagement theory in sport. The study surveyed 452 runners aft er they finished the Ako City Marathon. We divided the core product quality into event characteristics and physical changes and service quality into event staff and service environments. Participant engagement included prosocial behavior, management cooperation, and behavioral loyalty. The results revealed that event characteristics in core product quality and service environment in service quality positively influenced event satisfaction. Additionally, social network quality positively influenced prosocial behavior, management cooperation, and behavioral loyalty. Finally, event characteristics and service environments had a significant indirect effect on behavioral loyalty through event satisfaction.
{"title":"Effect of Consumer Experience Quality on Participant Engagement in Japanese Running Events","authors":"Shiro Yamaguchi, Masayuki Yoshida","doi":"10.32731/smq.314.1222.03","DOIUrl":"https://doi.org/10.32731/smq.314.1222.03","url":null,"abstract":"This study examines the influences of core product quality, service quality, social network quality, and event satisfaction on participant engagement using the conceptual framework of consumer experience quality and customer engagement theory in sport. The study surveyed 452 runners aft er they finished the Ako City Marathon. We divided the core product quality into event characteristics and physical changes and service quality into event staff and service environments. Participant engagement included prosocial behavior, management cooperation, and behavioral loyalty. The results revealed that event characteristics in core product quality and service environment in service quality positively influenced event satisfaction. Additionally, social network quality positively influenced prosocial behavior, management cooperation, and behavioral loyalty. Finally, event characteristics and service environments had a significant indirect effect on behavioral loyalty through event satisfaction.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45200325","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 : 2022-12-01DOI: 10.32731/smq.314.1222.01
J. Sears, P. Kang, Y. Ko, J. Lee
he aim of the current research was to identify consumer needs that significantly influenced daily fantasy sports (DFS) consumption. Specifically, we sought to predict DFS participation intention and information search. Existence, relatedness, and growth (ERG) theory and self-determination theory (SDT) served as theoretical inspirations for need selection. Th e needs included were needs for autonomy, arousal, uniqueness, status, achievement, competence, and relatedness. The results of the current study indicate that autonomy and achievement needs are important for DFS consumers. Additionally, highly involved DFS participants are more likely to be driven by needs competence, while low involvement players showed relatively higher level of needs for arousal and uniqueness drove their DFS participation intention. These results from our model can be used by industry professionals in the DFS space to better understand the consumer needs and develop effective market strategies within daily fantasy sports.
{"title":"New Day, New Game: Examining Consumer Needs in Daily Fantasy Sports","authors":"J. Sears, P. Kang, Y. Ko, J. Lee","doi":"10.32731/smq.314.1222.01","DOIUrl":"https://doi.org/10.32731/smq.314.1222.01","url":null,"abstract":"he aim of the current research was to identify consumer needs that significantly influenced daily fantasy sports (DFS) consumption. Specifically, we sought to predict DFS participation intention and information search. Existence, relatedness, and growth (ERG) theory and self-determination theory (SDT) served as theoretical inspirations for need selection. Th e needs included were needs for autonomy, arousal, uniqueness, status, achievement, competence, and relatedness. The results of the current study indicate that autonomy and achievement needs are important for DFS consumers. Additionally, highly involved DFS participants are more likely to be driven by needs competence, while low involvement players showed relatively higher level of needs for arousal and uniqueness drove their DFS participation intention. These results from our model can be used by industry professionals in the DFS space to better understand the consumer needs and develop effective market strategies within daily fantasy sports.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47207967","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 : 2022-12-01DOI: 10.32731/smq.314.1222.06
Dan Monaghan, Danial Read
Sports teams have become global brands developing strongly identified ‘satellite’ fans who are distant from the team’s local market. There is a paucity of studies examining how satellite fans preemptively perceive the idea of a franchise being established in their local market. Using quantitative and qualitative survey data, the current study examines 597 UK-based, American National Football League fans’ team identification with current franchises and their attitudes toward a hypothetical new London-based franchise. The results of multiple linear regression, chi-square analysis, and thematic analysis indicate (1) team identification strength is significantly predicted by domain identification, years of fandom, vicarious achievement, London game attendance, and team playing style and (2) there is low likelihood that fans would want or support a local franchise. However, identification with London may encourage team-switching and certain fan segments contravened team identification theory expectations. Implications of the findings for marketers strategizing international growth are discussed.
运动队已经成为全球品牌，培养了远离球队本土市场的“卫星”粉丝。关于卫星球迷如何先发制人地看待在当地市场建立特许经营权的想法的研究很少。本研究利用定量和定性调查数据，调查了597名英国美国国家橄榄球联盟(American National Football League)球迷对现有球队的认同，以及他们对假设中的伦敦新球队的态度。多元线性回归、卡方分析和主题分析的结果表明:(1)球队识别强度可以通过领域识别、球迷年龄、替代成就、伦敦比赛出席率和球队比赛风格显著预测;(2)球迷想要或支持当地球队的可能性很低。然而，对伦敦的认同可能会鼓励换队，某些球迷群体违背了球队认同理论的预期。研究结果对营销人员制定国际增长战略的意义进行了讨论。
{"title":"A Study of Satellite Fans’ Existing Team Identification and Attitudes Toward a New, Local Franchise: A Case Study of UK-Based National Football League Fans","authors":"Dan Monaghan, Danial Read","doi":"10.32731/smq.314.1222.06","DOIUrl":"https://doi.org/10.32731/smq.314.1222.06","url":null,"abstract":"Sports teams have become global brands developing strongly identified ‘satellite’ fans who are distant from the team’s local market. There is a paucity of studies examining how satellite fans preemptively perceive the idea of a franchise being established in their local market. Using quantitative and qualitative survey data, the current study examines 597 UK-based, American National Football League fans’ team identification with current franchises and their attitudes toward a hypothetical new London-based franchise. The results of multiple linear regression, chi-square analysis, and thematic analysis indicate (1) team identification strength is significantly predicted by domain identification, years of fandom, vicarious achievement, London game attendance, and team playing style and (2) there is low likelihood that fans would want or support a local franchise. However, identification with London may encourage team-switching and certain fan segments contravened team identification theory expectations. Implications of the findings for marketers strategizing international growth are discussed.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43263569","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 : 2022-12-01DOI: 10.32731/smq.314.1222.02
Brandon Mastromartino, Henry T. Wear, M. Naraine, K. Reifurth
A recent cause-related marketing (CRM) trend for sport organizations has been to adopt a service dog that they will train and showcase through social media and at team events. This phenomenon is unique as these teams are utilizing the dog as a brand association but through a charitable lens in that they are providing resources to train the dog and giving exposure to a good cause. This study examines the consumer behavior implications, specifically brand image, perceived altruism, and purchase intentions, of sport organizations adopting service dogs. Through an experimental design, this study introduces an emerging factor in sport CRM and suggests the level of the consumer’s awareness of the CRM initiative impacts consumer’s image of the brand, perceived altruism, and purchase intentions. This article furthers our conceptual understanding of CRM and provides practical implications for sport organizations looking to adopt this strategy.
{"title":"Letting the Dogs Out: The Impact of Team Service Dogs on Brand Image, Perceived Altruism, and Behavioral Intention","authors":"Brandon Mastromartino, Henry T. Wear, M. Naraine, K. Reifurth","doi":"10.32731/smq.314.1222.02","DOIUrl":"https://doi.org/10.32731/smq.314.1222.02","url":null,"abstract":"A recent cause-related marketing (CRM) trend for sport organizations has been to adopt a service dog that they will train and showcase through social media and at team events. This phenomenon is unique as these teams are utilizing the dog as a brand association but through a charitable lens in that they are providing resources to train the dog and giving exposure to a good cause. This study examines the consumer behavior implications, specifically brand image, perceived altruism, and purchase intentions, of sport organizations adopting service dogs. Through an experimental design, this study introduces an emerging factor in sport CRM and suggests the level of the consumer’s awareness of the CRM initiative impacts consumer’s image of the brand, perceived altruism, and purchase intentions. This article furthers our conceptual understanding of CRM and provides practical implications for sport organizations looking to adopt this strategy.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45147815","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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