Pub Date : 2020-06-01DOI: 10.32731/smq.292.062020.06
Jang WonSeok, Lee JoonSung, J. Cho, Lee JeoungHak
{"title":"“I Still Support My Favorite Team”: The Effects of an Athlete's Transgression and Post-Response Strategy Using Visual Cues In-Group Bias","authors":"Jang WonSeok, Lee JoonSung, J. Cho, Lee JeoungHak","doi":"10.32731/smq.292.062020.06","DOIUrl":"https://doi.org/10.32731/smq.292.062020.06","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48558463","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 : 2020-06-01DOI: 10.32731/smq.292.062020.02
Carol Finnegan, T. Aicher, Rob Block
{"title":"Repeat Registrations of a Running Event: Applying Customer Base Analysis","authors":"Carol Finnegan, T. Aicher, Rob Block","doi":"10.32731/smq.292.062020.02","DOIUrl":"https://doi.org/10.32731/smq.292.062020.02","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"1 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42578104","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.291.032020.04
Wang JunQi, J. Braunstein-Minkove, T. Baker, Li Bo, Zhang Jie
The rapid development of media technology has largely expanded individuals’ social network and empowered them to engage in self-branding activities at an unprecedented pace and level, in which each individual treats himself/herself as a brand and markets it to interested audiences in his/her social network (Marwick, 2010; Rampersad, 2008). Similar to the general brand, one’s self-brand is a cultural and ideological object that reflects cultural rituals and social dynamics. A thorough exploration of fans’ desired self-image, in conjunction with selfbranding behavior, could help sport teams, corporate sponsors, and athletes understand their fans and further frame the match-up effect through branding practices.
{"title":"Self-Branding through NFL Team Fanship: Fans’ Desired Self-Image and Its Implications for Branding Practices","authors":"Wang JunQi, J. Braunstein-Minkove, T. Baker, Li Bo, Zhang Jie","doi":"10.32731/smq.291.032020.04","DOIUrl":"https://doi.org/10.32731/smq.291.032020.04","url":null,"abstract":"The rapid development of media technology has largely expanded individuals’ social network and empowered them to engage in self-branding activities at an unprecedented pace and level, in which each individual treats himself/herself as a brand and markets it to interested audiences in his/her social network (Marwick, 2010; Rampersad, 2008). Similar to the general brand, one’s self-brand is a cultural and ideological object that reflects cultural rituals and social dynamics. A thorough exploration of fans’ desired self-image, in conjunction with selfbranding behavior, could help sport teams, corporate sponsors, and athletes understand their fans and further frame the match-up effect through branding practices.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"29 1","pages":"47-61"},"PeriodicalIF":1.5,"publicationDate":"2020-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48975893","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.291.032020.02
James Du, Christopher M. Mcleod, J. James
{"title":"Brand Environments and the Emergence and Change of Awareness for New Sports Teams: A Two-Wave Examination","authors":"James Du, Christopher M. Mcleod, J. James","doi":"10.32731/smq.291.032020.02","DOIUrl":"https://doi.org/10.32731/smq.291.032020.02","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"29 1","pages":"18-32"},"PeriodicalIF":1.5,"publicationDate":"2020-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42429221","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.291.032020.01
Thilo Kunkel, R. Biscaia
One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships between connected brands or the actual behavioral outcomes of branding. Tis article provides an overview of the current state of sport branding research; proposes an extended conceptualization of sport brand architecture within a sport brand ecosystem framework to guide future examination of sport branding research; introduces the four articles published in this special issue; and presents insights from industry experts from diferent brand entities within the sport brand ecosystem. Tus, this article provides a foundation to further examine brand relationships and actual behavioral outcomes of sport branding to contribute to our theoretical and managerial knowledge on sport brand architecture within the sport brand ecosystem.
{"title":"Sport Brands: Brand Relationships and Consumer Behavior","authors":"Thilo Kunkel, R. Biscaia","doi":"10.32731/smq.291.032020.01","DOIUrl":"https://doi.org/10.32731/smq.291.032020.01","url":null,"abstract":"One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships between connected brands or the actual behavioral outcomes of branding. Tis article provides an overview of the current state of sport branding research; proposes an extended conceptualization of sport brand architecture within a sport brand ecosystem framework to guide future examination of sport branding research; introduces the four articles published in this special issue; and presents insights from industry experts from diferent brand entities within the sport brand ecosystem. Tus, this article provides a foundation to further examine brand relationships and actual behavioral outcomes of sport branding to contribute to our theoretical and managerial knowledge on sport brand architecture within the sport brand ecosystem.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"118 8","pages":"3-17"},"PeriodicalIF":1.5,"publicationDate":"2020-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41248392","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.291.032020.05
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":"29 1","pages":"62-76"},"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":" ","pages":""},"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":"1 1","pages":""},"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":"1 1","pages":""},"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":"1 1","pages":""},"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}
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