International Journal of Sports Marketing and Sponsorship最新文献

Purpose

The purpose of this paper is to analyse a large data set of over 2.4 million Top Shot NFT transactions to determine whether there is evidence of revealed racial preferences in the Top Shot market.

Design/methodology/approach

This study examines a data set of 2.43 million transactions from 28 July 2020 to 20 March 2021 using Ordinary Least Squares, Weighted Least Squares and Inverse Probability Weighting. Our models include indicator variables for the race of depicted players and examine estimated race coefficients for statistical significance and effect size.

Findings

Our results indicate that the National Basketball Association (NBA) Top Shot NFTs depicting Black players or Black/Mixed players trade for higher prices than those depicting White players, after controlling for other factors including on-court performance. While highly statistically significant, the effect sizes are below conventional thresholds for small effects.

Practical implications

Recent empirical studies present evidence suggesting that Black players may earn less than comparable White players. Our findings challenge implicit justifications for observed earning disparities based on consumer preference.

Originality/value

This study provides empirical analysis into revealed racial preference of consumers for sports memorabilia. It is the first to examine racial preference in NBA NFTs.

Purpose

The purpose of this research is to examine the holistic impact of expanded servicescape stimuli (physical, social, socio-symbolic, natural) on the decision-making processes (emotional, attitudinal, normative, and control) of fitness center members and consequently, the indirect effects on behavioral intentions (response) within the Stimulus-Organism-Response (SOR) model.

Design/methodology/approach

A total of 336 fitness center members were reached using the convenience sampling method. The fundamental methodological principles of structural equation modeling (SEM) were followed to validate the proposed theoretical model and test the hypotheses.

Findings

The results revealed that the holistic servicescape stimuli of fitness centers affect the emotional, normative, attitudinal, and control variables in the psychological decision-making processes of members, thereby influencing their intentions to maintain their fitness center memberships.

Originality/value

This study significantly advances the literature by empirically demonstrating the combined effects of expanded servicescape stimuli on the decision-making processes of fitness center customers. Thus, providing valuable insights for both academics and practitioners in environmental psychology and sports marketing.

Purpose

Sport has emerged as a powerful platform for promoting environmental awareness and action. Major collegiate and professional teams have implemented sustainability strategies, although some have hesitated to promote them out of concern for political polarization and fan alienation. This study aimed to examine differences in environmental attitudes among fans of two professional sport organizations competing in the same venue but in different sports.

Design/methodology/approach

Survey data were collected from 2,652 season ticket holders of the two organizations. The survey included measures of environmental awareness, perceived behavioral control, ascriptions of responsibility, awareness of team initiatives and green team fandom. Participants’ environmentalist status (active, passive or non-environmentalist) was also assessed. Analysis of variance was used to examine differences in environmental attitudes based on sport affiliation and environmentalist status.

Findings

Significant but small differences in environmental awareness and awareness of team initiatives based on sport affiliation were found. However, environmentalist status had a significant effect on environmental awareness, perceived behavioral control, ascriptions of responsibility and green team fandom, with active environmentalists scoring highest, followed by passive environmentalists and non-environmentalists. Surprisingly, fans’ environmentalist status did not significantly impact their awareness of team sustainability initiatives. Non-environmentalists, a substantial portion of the sample, did not express particularly negative attitudes toward sustainability.

Originality/value

This study extends previous research by examining fan attitudes toward environmental sustainability. It challenges the assumption that promoting sustainability initiatives may alienate fans, particularly non-environmentalists, and highlights the potential for sport organizations to leverage their unifying power to promote environmental action among diverse fanbases.

Purpose

This paper proposes a structural model that explores the relationship between game/esports streamers’ credibility dimensions and viewers’ willingness to spend money (WTP) on online games. The study seeks to uncover the underlying mechanisms in this relationship by drawing on the source credibility model, social identity theory and S-O-R framework.

Design/methodology/approach

The study utilized an online survey conducted through Qualtrics survey software to validate the proposed framework. The sample (N = 612) consisted of viewers of a Turkish esports live streamer with a substantial following on both Twitch and YouTube. The main research framework was tested using AMOS 22, and the serial mediation analyses were done using Process v3.0 on SPSS.

Findings

The findings of this study are significant, revealing that streamer credibility (SC) factors – trustworthiness, attractiveness and expertise – have a profound impact on the response variables purchase intention (PI) and WTP through streamer identification (STI). Moreover, the study uncovers that the time spent watching the streamer significantly influences WTP for games, a crucial insight for the gaming industry.

Practical implications

By bridging the realms of social identity theory and the source credibility model within the context of game streaming, this study charts new territory in understanding the intricate web of factors shaping consumer behaviour in live-stream gaming environments. It highlights the multifaceted nature of viewer-streamer interactions and their implications for marketers and industry stakeholders seeking to navigate the expanding landscape of live stream commerce.

Originality/value

This paper offers a novel structural framework that synthesizes multiple perspectives to investigate the relationship between esports streamers’ credibility and viewers’ spending behaviour. By incorporating concepts from the source credibility model, social identity theory and S-O-R framework, the study not only expands upon existing theories of identity in the streaming domain but also provides a comprehensive understanding of the factors influencing consumer behaviour in online gaming environments.

Purpose

This study investigates the role of athlete brands for the international marketing of professional sports leagues by examining how athlete brands contribute to initiatives of football leagues.

Design/methodology/approach

Through a single case study of the German Bundesliga underpinned by 17 semi-structured interviews with league, club and media executives, we identify specific brand co-creation opportunities of athlete brands and the sports league brand.

Findings

Our findings reveal that athlete brands play a significant role in enhancing league visibility, engaging global audiences and unlocking new markets. Moreover, we identify specific opportunities for co-creating league brand meaning through strategic partnerships and athlete endorsements.

Originality/value

This research contributes to the literature by highlighting the importance of athlete brands in sports league marketing and offering insights for practitioners on innovative marketing strategies. Using a multi-actor perspective, this study provides valuable insights by revealing how sports leagues can pursue innovative marketing strategies by considering the role of athlete brands, thereby offering new ways for fans and sponsors to engage with the sports league.

Purpose

This systematic literature review examines the domain of sports sponsorship involving controversial industries. We delve into the shared patterns, differences and overarching themes prevalent across various dark consumption industries (i.e. alcohol, food and beverages high in fat, salt and sugar, gambling and tobacco).

Design/methodology/approach

This study systematically reviews research on controversial sports sponsorships (CSS). Literature searches in Web of Science and Scopus, and additional searches in reference lists resulted in a total of 90 publications meeting the inclusion criteria, which can be grouped into three research clusters: prevalence, impact and (in)appropriateness of CSS.

Findings

This review revealed a high prevalence of so-called controversial sponsors in sports, particularly in – but certainly not limited to – soccer. Especially gambling sponsorships have become more prominent in recent years. Ethical concerns surfaced since CSS are positively related to attitudes, preferences, purchase intention and consumption, potentially causing health-harming consequences for children and adults.

Practical implications

This study provides scholars and practitioners with insights to advocate for policy measures curbing CSS.

Originality/value

In light of the identified research gaps, we propose a research agenda to particularly investigate causal relationships between exposure to CSS and its impact by conducting longitudinal and experimental research. Additionally, we propose to establish a consumer-centered framework for processing CSS.

Purpose

The purpose of this study is to (1) identify the factors that affect the adoption of virtual reality (VR) for spectator sports, (2) examine the differences in the factors among the four adopter categories (i.e. continuers, discontinuers, potentials and resistors) and (3) determine whether these factors are useful for discriminating among the adopter categories, based on the “diffusion of innovation” and “uses and gratification” theories.

Design/methodology/approach

In total, 216 participants were included in the analysis. Logistic regression and multiple analyses of variance were conducted to identify the factors that affect the adoption of VRS and examine the differences in the factors between adopter and non-adopter as well as between the continuers, discontinuers, potentials and resistors.

Findings

This study found that actualized innovativeness, complexity, companionship and gender significantly affect user adoption of VR for spectator sports. There were significant differences in the factors among the four adopter categories. The factors were also useful in discriminating between the four adopter categories.

Originality/value

This study highlights how individuals embrace emerging technologies differently based on their adopter category characteristics. From a marketing perspective, the insights gained from this study can inform the development of targeted strategies, campaigns and user experiences for VR spectator sports (VRS). This approach promises new revenue streams for the spectator sport industry and offers solutions to challenges like declining viewership and digital marginalization. It underscores the potential success of VR technology in transforming the spectator sport industry.

Purpose

This study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.

Design/methodology/approach

Study 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).

Findings

The study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.

Originality/value

This research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.

Purpose

This study aimed to investigate the ecological validity of sponsorship effectiveness by examining the visual attention paid to sponsorship at a live sporting event and the subsequent impact of that attention on cognitive outcomes using eye tracking in a natural, real-world environment.

Design/methodology/approach

Two logistic regression analyses (i.e. sponsor recall and sponsor recognition) were conducted to evaluate the impact of sponsorship exposure time, fixation duration and fixation frequency on viewer attention.

Findings

The preliminary investigation unveiled that longer exposure, strategic placement and brand repetition led to more frequent and extended fixations. The statistical examination demonstrated that a greater fixation frequency yielded a higher probability of explicit memory. However, the amount of time did not appear to influence viewers’ explicit memory. Further, females exhibited a higher probability of explicit memory compared to their male counterparts. Finally, age emerged as a significant determinant of explicit memory.

Originality/value

The significance of conducting eye-tracking studies within an authentic sport environment enhances ecological validity, leading to the development of practical and realistic approaches to boost consumers' explicit memory of sponsors. Further, the tangible evidence of how sponsorship information is processed can inform and modify sport marketing strategies to enhance the effectiveness of sponsorships.