Pub Date : 2022-09-01DOI: 10.32731/smq.313.0922.03
Doosik Min
Nonprofit sport clubs encounter various challenges, including limited resources and a competitive environment. It is therefore vital to implement strategic management in order to ensure that the services provided to members are of top quality. Th is study explores the importance of service quality in determining perceived value, satisfaction, and loyalty, specifically for nonprofit sport clubs in Germany, collecting data from 24 sport clubs (N = 427). The findings of the study indicated that (1) service quality has a major impact on perceived value, satisfaction, and loyalty, which demonstrates the significance of service quality as a determinant of perceived value, satisfaction, and loyalty; (2) perceived value is found to be a significant factor affecting satisfaction and loyalty as well as a mediator between service quality and satisfaction; and (3) satisfaction has a positive influence on loyalty and mediates the relationship between service quality and loyalty. The empirical results highlight the importance of understanding how the elements of service quality play a crucial role in the retention of sport club members.
{"title":"Exploring the Structural Relationships Between Service Quality, Perceived Value, Satisfaction, and Loyalty in Nonprofit Sport Clubs: Empirical Evidence from Germany","authors":"Doosik Min","doi":"10.32731/smq.313.0922.03","DOIUrl":"https://doi.org/10.32731/smq.313.0922.03","url":null,"abstract":"Nonprofit sport clubs encounter various challenges, including limited resources and a competitive environment. It is therefore vital to implement strategic management in order to ensure that the services provided to members are of top quality. Th is study explores the importance of service quality in determining perceived value, satisfaction, and loyalty, specifically for nonprofit sport clubs in Germany, collecting data from 24 sport clubs (N = 427). The findings of the study indicated that (1) service quality has a major impact on perceived value, satisfaction, and loyalty, which demonstrates the significance of service quality as a determinant of perceived value, satisfaction, and loyalty; (2) perceived value is found to be a significant factor affecting satisfaction and loyalty as well as a mediator between service quality and satisfaction; and (3) satisfaction has a positive influence on loyalty and mediates the relationship between service quality and loyalty. The empirical results highlight the importance of understanding how the elements of service quality play a crucial role in the retention of sport club members.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42748094","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 : 2022-09-01DOI: 10.32731/smq.313.0922.06
M. Naraine, Jordan T. Bakhsh, Liz Wanless
Social media has become an important frontier in the sport sponsorship paradigm (Dees, 2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & Fernandes, 2018). Despite this potential, the extent to which social media content, as part of a sport sponsorship’s leveraging activities, can yield consumer engagement behaviors is unknown. Thus, the purpose of this study was to examine the impact of integrating sponsors into the social media posts of sport organizations on fan engagement. A total of 13,542 Instagram posts from four professional sports teams were extracted from 2017–2019. A regression analysis revealed that sponsored content negatively affected engagement levels. Consequently, brands need to be more cognizant that simply sponsoring content in an inauthentic, forceable manner may not yield the results they are seeking through their association. Furthermore, sport organizations need to reconsider their social media strategy, working with partners to organically embed sponsors into content.
{"title":"The Impact of Sponsorship on Social Media Engagement: A Longitudinal Examination of Professional Sport Teams","authors":"M. Naraine, Jordan T. Bakhsh, Liz Wanless","doi":"10.32731/smq.313.0922.06","DOIUrl":"https://doi.org/10.32731/smq.313.0922.06","url":null,"abstract":"Social media has become an important frontier in the sport sponsorship paradigm (Dees, 2011), offering brands a powerful mechanism to stimulate consumer engagement (Vale & Fernandes, 2018). Despite this potential, the extent to which social media content, as part of a sport sponsorship’s leveraging activities, can yield consumer engagement behaviors is unknown. Thus, the purpose of this study was to examine the impact of integrating sponsors into the social media posts of sport organizations on fan engagement. A total of 13,542 Instagram posts from four professional sports teams were extracted from 2017–2019. A regression analysis revealed that sponsored content negatively affected engagement levels. Consequently, brands need to be more cognizant that simply sponsoring content in an inauthentic, forceable manner may not yield the results they are seeking through their association. Furthermore, sport organizations need to reconsider their social media strategy, working with partners to organically embed sponsors into content.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42765458","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 : 2022-09-01DOI: 10.32731/smq.313.0922.04
N. Bredikhina, Katherine Sveinson, Thilo Kunkel
Times of crisis impact the careers and brand management of athletes. Th e COVID-19 pandemic serves as the research context as we explore how athletes react, cope with, and respond to external disturbances through modifications in their personal brand management. We employed a qualitative approach, drawing on semi-structured interviews with elite athletes (N=15). Th e themes were verified by reviewing participants’ Instagram posts. The findings show that the COVID-19 context has created unique challenges for athletes’ careers and personal branding, including emotional distress, interruptions of athletic labor, and a void in the sports-related content they rely upon in their branding. Th rough emotional capital, coping, and identification of marketing opportunities, the athletes addressed the challenges, increasingly leveraging digital channels to preserve and expand their brand and remain relevant in the market. Findings have implications for athletes experiencing temporary career and brand-related interruptions such as during external disturbances, illness, pregnancy, or injury.
{"title":"Athlete Interrupted: Exploration of Athletes’ Personal Brand Management in Times of Crisis","authors":"N. Bredikhina, Katherine Sveinson, Thilo Kunkel","doi":"10.32731/smq.313.0922.04","DOIUrl":"https://doi.org/10.32731/smq.313.0922.04","url":null,"abstract":"Times of crisis impact the careers and brand management of athletes. Th e COVID-19 pandemic serves as the research context as we explore how athletes react, cope with, and respond to external disturbances through modifications in their personal brand management. We employed a qualitative approach, drawing on semi-structured interviews with elite athletes (N=15). Th e themes were verified by reviewing participants’ Instagram posts. The findings show that the COVID-19 context has created unique challenges for athletes’ careers and personal branding, including emotional distress, interruptions of athletic labor, and a void in the sports-related content they rely upon in their branding. Th rough emotional capital, coping, and identification of marketing opportunities, the athletes addressed the challenges, increasingly leveraging digital channels to preserve and expand their brand and remain relevant in the market. Findings have implications for athletes experiencing temporary career and brand-related interruptions such as during external disturbances, illness, pregnancy, or injury.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47177385","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 : 2022-09-01DOI: 10.32731/smq.313.0922.02
Christopher Schneiders, Claudio M. Rocha
Drawing upon the technology acceptance model, the aim of this study was to describe the effects of technology innovations in Formula 1 (F1) on fans’ satisfaction and commitment to consumption of F1 as a TV product, controlling for identification with F1 and specific teams and drivers. We surveyed F1 fans (N = 449) contacted via web-based forums. Results of a structural equation modeling showed that positive perceptions of technology innovation lead to satisfaction with F1 as a TV product, which in turn leads to commitment to consumption. Highly identified fans are committed to consuming the sport on TV, but they do not necessarily accept F1 new technologies. Technology changes that increase predictability and competitive unbalance are not well received and may lead to less consumption of F1 on TV. F1 managers need to make careful analysis before introducing new technology, which might decrease the TV audience for F1 races.
{"title":"Technology Innovations and Consumption of Formula 1 as a TV Sport Product","authors":"Christopher Schneiders, Claudio M. Rocha","doi":"10.32731/smq.313.0922.02","DOIUrl":"https://doi.org/10.32731/smq.313.0922.02","url":null,"abstract":"Drawing upon the technology acceptance model, the aim of this study was to describe the effects of technology innovations in Formula 1 (F1) on fans’ satisfaction and commitment to consumption of F1 as a TV product, controlling for identification with F1 and specific teams and drivers. We surveyed F1 fans (N = 449) contacted via web-based forums. Results of a structural equation modeling showed that positive perceptions of technology innovation lead to satisfaction with F1 as a TV product, which in turn leads to commitment to consumption. Highly identified fans are committed to consuming the sport on TV, but they do not necessarily accept F1 new technologies. Technology changes that increase predictability and competitive unbalance are not well received and may lead to less consumption of F1 on TV. F1 managers need to make careful analysis before introducing new technology, which might decrease the TV audience for F1 races.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43565147","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 : 2022-09-01DOI: 10.32731/smq.313.0922.05
B. Li, Olan K. M. Scott, Stirling Sharpe, S. Stokowski, Qian Zhong
Media coverage of the Winter Olympic Games provides an invaluable opportunity for athletes to promote themselves to a global audience that otherwise would not be reached through regular calendar events. An important element of athlete promotion occurs during press conferences when athletes speak to global media after winning a medal. The purpose of this study was to investigate how Olympic medalists presented themselves in front of the media aft er achieving Olympic success. A thematic analysis was conducted using press conference transcripts from 307 Olympic medalists during the 2018 PyeongChang Winter Olympic Games. The results indicated that athletes were likely to use media opportunities to self-promote their achievements, share secrets and stories, exhibit gratefulness, protest, show patriotism, and provide expert opinion. Overall, six categories of self-presentation were identified and discussed. Practical and theoretical implications are offered throughout, including a contribution to self-presentation theory and suggestions for athlete media literacy training.
{"title":"Patriot, Expert, or Complainer? Exploring How Athletes Express Themselves at Olympic Games’ Press Conferences","authors":"B. Li, Olan K. M. Scott, Stirling Sharpe, S. Stokowski, Qian Zhong","doi":"10.32731/smq.313.0922.05","DOIUrl":"https://doi.org/10.32731/smq.313.0922.05","url":null,"abstract":"Media coverage of the Winter Olympic Games provides an invaluable opportunity for athletes to promote themselves to a global audience that otherwise would not be reached through regular calendar events. An important element of athlete promotion occurs during press conferences when athletes speak to global media after winning a medal. The purpose of this study was to investigate how Olympic medalists presented themselves in front of the media aft er achieving Olympic success. A thematic analysis was conducted using press conference transcripts from 307 Olympic medalists during the 2018 PyeongChang Winter Olympic Games. The results indicated that athletes were likely to use media opportunities to self-promote their achievements, share secrets and stories, exhibit gratefulness, protest, show patriotism, and provide expert opinion. Overall, six categories of self-presentation were identified and discussed. Practical and theoretical implications are offered throughout, including a contribution to self-presentation theory and suggestions for athlete media literacy training.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43951110","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 : 2022-09-01DOI: 10.32731/smq.313.0922.01
J. Graeber, Angeline Close Scheinbaum
The aim is to advance the understanding of how brand-property congruence and articulation strategy influence the perception of jersey sponsorships and how consumer-level factors such as team identification affect sponsorship outcomes. Different types of fi t and sponsor categories were tested to determine the most effective type of fi t as determined by outcomes of attitude toward team and sponsor, sponsor patronage, and perceptions of team and sponsor social responsibility. With a pretest (n=154) and two experiments (n=169, n=172), results indicated sponsors with a functional-based fit with the team result in greater purchase intention than corporate sponsors with a schema-based congruence. However, sponsors that were schema-based showed better performance in driving fan attitude. The work adds to schema-congruity theory by examining multiple types of fi t in a new context of jersey sponsorships.
{"title":"If the Cause Fits, Wear It: Jersey Sponsorship and the Role of Congruence, Articulation, and CSR-Linked Marketing","authors":"J. Graeber, Angeline Close Scheinbaum","doi":"10.32731/smq.313.0922.01","DOIUrl":"https://doi.org/10.32731/smq.313.0922.01","url":null,"abstract":"The aim is to advance the understanding of how brand-property congruence and articulation strategy influence the perception of jersey sponsorships and how consumer-level factors such as team identification affect sponsorship outcomes. Different types of fi t and sponsor categories were tested to determine the most effective type of fi t as determined by outcomes of attitude toward team and sponsor, sponsor patronage, and perceptions of team and sponsor social responsibility. With a pretest (n=154) and two experiments (n=169, n=172), results indicated sponsors with a functional-based fit with the team result in greater purchase intention than corporate sponsors with a schema-based congruence. However, sponsors that were schema-based showed better performance in driving fan attitude. The work adds to schema-congruity theory by examining multiple types of fi t in a new context of jersey sponsorships.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49458544","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 : 2022-03-01DOI: 10.32731/smq.311.0322.02
Armin A. Marquez, Beth A. Cianfrone, S. Shapiro
Sport organizers may employ one of two common pricing strategies—partitioned pricing (PP) and all-inclusive pricing (AIP)—to present the price of the ticket and associated fees to potential consumers. The study examines differences in spectators’ price recall, perceived value, and search intentions when purchasing tickets to attend a regular-season Major League Baseball game based on the pricing format experienced (PP v. AIP), as well as the moderating effect of price tier selected, and participants’ level of team identification on the impact of the pricing format. Findings point to both theoretical and managerial implications associated with the significant effect that the pricing strategy has on the outcome variables. Although the moderating effect of price tier and team identification were nonsignificant, both variables had a direct influence on the dependent variables considered.
{"title":"All-Inclusive v. Partitioned Pricing in Sports: The Effects of Pricing Format on Ticket Purchasers’ Response","authors":"Armin A. Marquez, Beth A. Cianfrone, S. Shapiro","doi":"10.32731/smq.311.0322.02","DOIUrl":"https://doi.org/10.32731/smq.311.0322.02","url":null,"abstract":"Sport organizers may employ one of two common pricing strategies—partitioned pricing (PP) and all-inclusive pricing (AIP)—to present the price of the ticket and associated fees to potential consumers. The study examines differences in spectators’ price recall, perceived value, and search intentions when purchasing tickets to attend a regular-season Major League Baseball game based on the pricing format experienced (PP v. AIP), as well as the moderating effect of price tier selected, and participants’ level of team identification on the impact of the pricing format. Findings point to both theoretical and managerial implications associated with the significant effect that the pricing strategy has on the outcome variables. Although the moderating effect of price tier and team identification were nonsignificant, both variables had a direct influence on the dependent variables considered.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"1 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41451890","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 : 2022-03-01DOI: 10.32731/smq.311.0322.03
Taeahn Kang, Hirotaka Matsuoka
This research aimed to examine (1) the effect of domain overlap between CSR activity and Corporate Social Irresponsibility (CSI) (i.e., CSR strongly or weakly associated with CSI) on attitude toward the sponsor via CSR perception of sponsor and (2) the moderating effects of perceived firm-serving motive for CSR activity. The authors conducted two experiment studies: Study 1 tested the mediation model; Study 2 assessed the moderated mediation model. Participants reported a less positive attitude toward the sponsor when CSR was strongly associated with CSI (i.e., in the high CSR-CSI domain overlap) than when CSR was weakly associated with CSI (i.e., in the low CSR-CSI domain overlap). CSR perception of sponsor mediated the relationship between the CSR-CSI domain overlap and attitude toward the sponsor. The positive effect of the low CSR-CSI domain overlap was weakened when participants attributed firm-serving motives to the sponsor. The findings provided scientific contributions to sponsors with CSI.
{"title":"The Impact of CSR-CSI Domain Overlap on Attitude Toward the Sponsor","authors":"Taeahn Kang, Hirotaka Matsuoka","doi":"10.32731/smq.311.0322.03","DOIUrl":"https://doi.org/10.32731/smq.311.0322.03","url":null,"abstract":"This research aimed to examine (1) the effect of domain overlap between CSR activity and Corporate Social Irresponsibility (CSI) (i.e., CSR strongly or weakly associated with CSI) on attitude toward the sponsor via CSR perception of sponsor and (2) the moderating effects of perceived firm-serving motive for CSR activity. The authors conducted two experiment studies: Study 1 tested the mediation model; Study 2 assessed the moderated mediation model. Participants reported a less positive attitude toward the sponsor when CSR was strongly associated with CSI (i.e., in the high CSR-CSI domain overlap) than when CSR was weakly associated with CSI (i.e., in the low CSR-CSI domain overlap). CSR perception of sponsor mediated the relationship between the CSR-CSI domain overlap and attitude toward the sponsor. The positive effect of the low CSR-CSI domain overlap was weakened when participants attributed firm-serving motives to the sponsor. The findings provided scientific contributions to sponsors with CSI.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47642973","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 : 2022-03-01DOI: 10.32731/smq.311.0322.04
Marcel Huettermann, Thilo Kunkel
The purpose of this research is to examine the impact of fan engagement on merchandise purchase intentions. We draw on existing fan engagement literature and focus on non-transactional fan engagement and its effects on merchandise purchasing as a single transactional fan engagement dimension. Data were collected from 206 season ticket holders (Study 1) and 520 fans of professional sports teams (Study 2) and analyzed using structural equation modeling. Findings show non-transactional fan engagement dimensions explain 51% (Study 1) and 60% (Study 2) of merchandise purchase intentions and consumption is driven by fan engagement dimensions related to the individual fan, rather than those dimensions that are influenced by others. This article contributes to the sports marketing literature by providing specific insights on the relationship between non-transactional fan engagement dimensions and merchandise consumption intentions. Thus, the findings have important implications for sport marketers as merchandise represents a crucial revenue stream of sport organizations.
{"title":"The Influence of Non-Transactional Fan Engagement on Merchandise Consumption","authors":"Marcel Huettermann, Thilo Kunkel","doi":"10.32731/smq.311.0322.04","DOIUrl":"https://doi.org/10.32731/smq.311.0322.04","url":null,"abstract":"The purpose of this research is to examine the impact of fan engagement on merchandise purchase intentions. We draw on existing fan engagement literature and focus on non-transactional fan engagement and its effects on merchandise purchasing as a single transactional fan engagement dimension. Data were collected from 206 season ticket holders (Study 1) and 520 fans of professional sports teams (Study 2) and analyzed using structural equation modeling. Findings show non-transactional fan engagement dimensions explain 51% (Study 1) and 60% (Study 2) of merchandise purchase intentions and consumption is driven by fan engagement dimensions related to the individual fan, rather than those dimensions that are influenced by others. This article contributes to the sports marketing literature by providing specific insights on the relationship between non-transactional fan engagement dimensions and merchandise consumption intentions. Thus, the findings have important implications for sport marketers as merchandise represents a crucial revenue stream of sport organizations.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43676917","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 : 2022-03-01DOI: 10.32731/smq.311.0322.05
Olzhas Taniyev, Brian S. Gordon
Considering the academic literature regarding athlete brands as role models is largely fragmented, the present study contributed significantly to this evolving construct and our understanding of the impact superstar athletes have on their consumers. Specifically, the central aim of this exploratory study was to uncover the traits of the athlete brand as a role model from the perspective of the sport consumer. Thirty-one consumers of the athlete brand were purposefully selected to participate in semi-structured interviews. The interview data revealed four prevalent themes including personal attributes, community impact, idealized parental figure, and exemplar for other athletes.
{"title":"Lead by Example: An Exploration of the Athlete Brand as a Role Model","authors":"Olzhas Taniyev, Brian S. Gordon","doi":"10.32731/smq.311.0322.05","DOIUrl":"https://doi.org/10.32731/smq.311.0322.05","url":null,"abstract":"Considering the academic literature regarding athlete brands as role models is largely fragmented, the present study contributed significantly to this evolving construct and our understanding of the impact superstar athletes have on their consumers. Specifically, the central aim of this exploratory study was to uncover the traits of the athlete brand as a role model from the perspective of the sport consumer. Thirty-one consumers of the athlete brand were purposefully selected to participate in semi-structured interviews. The interview data revealed four prevalent themes including personal attributes, community impact, idealized parental figure, and exemplar for other athletes.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45677924","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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