International Journal of Sports Marketing and Sponsorship最新文献

Purpose

This study analyzes whether a doping scandal occurring during a global major sport event has an impact on on-site spectator satisfaction.

Design/methodology/approach

The investigation was conducted among 896 on-site event spectators attending a minimum of one event at the Nordic Ski World Championships 2019. Furthermore, five members of the organizing committee were retrospectively interviewed about how they judged the doping scandals’ impact on the perception of the event and its organization.

Findings

Results revealed that the scandal did not affect the spectators’ satisfaction and perception of the event. Nevertheless, the doping scandal was mentioned as a lowlight after becoming public.

Practical implications

Even though the doping scandal did not affect spectator satisfaction, such undesirable situations should be avoided as best as possible and form part of the event organizer’s comprehensive risk management and communication strategy.

Originality/value

It can be concluded that spectator satisfaction remained quite stable while any negative impacts, if not directly affecting the spectator, seemed to be considered as somehow “part of the event.”

Purpose

The purpose of the study was to investigate the effects of artificial intelligence (A.I.) awareness, advertisement models and source-message incongruence on consumer evaluations of A.I.-generated advertisements. It explores how these factors interact in shaping consumer perceptions and advertising effectiveness.

Design/methodology/approach

A 2 (source-message (in)congruence: incongruent vs. congruent) x 3 (A.I. awareness: unawareness, pre-advertisement, post-advertisement) x 3 (advertisement model: traditional human, virtual human, digital twin) between-subjects design was employed in this study. Using stratified random sampling, a total of 231 undergraduate students were recruited from course groups and randomly assigned to one of nine experimental treatments, each involving the viewing of a specific A.I.-generated advertisement followed by a survey. Data were analyzed using two-way ANCOVA and regression analyses, controlling for participants' involvement in sports and brand.

Findings

The results indicated that A.I. awareness timing, advertisement model types and source-message incongruence significantly affected consumer evaluations of advertisements. A.I. awareness generally had a positive impact on evaluations, with the most favorable outcomes when awareness of the A.I.-generated nature occurred after viewing the advertisement. Virtual human models were rated the lowest, while digital twin and traditional human models received similarly positive evaluations. Source-message incongruence negatively influenced evaluations. An interaction effect was observed between A.I. awareness timing and advertisement model types under high source-message incongruence, where virtual human models showed the highest effectiveness when A.I. awareness occurred after viewing.

Originality/value

Given that sports are characterized by the transcendence of human limitations and the emphasis on physical and emotional challenges – elements that A.I. cannot replicate – it is essential to examine how sports consumers perceive A.I., which, despite offering efficiency and personalization advantages, contrasts with the fundamentally human nature of athletic performance. This research contributes to the literature on A.I.-generated advertising by uniquely investigating the interaction between A.I. awareness timing and advertisement model types within the context of source-message incongruence. It offers critical insights for practitioners and researchers on strategically timing A.I.-generated ad disclosures and selecting appropriate advertisement models to optimize their effectiveness. By addressing these underexplored variables, the study enhances understanding of consumer perceptions and provides a foundation for more effective A.I. integration in advertising practices.

Purpose

This study aims to investigate the relationship between different hedonic (e.g. enjoyment and escapism) and utilitarian (e.g. achievement and challenge) gratifications and continuous intention to play eSports, considering the mediating role of gamer’s satisfaction. Uses and Gratification theory (U&G) has been employed as the study’s theoretical framework.

Design/methodology/approach

The present study used a survey research method and a self-administered questionnaire to collect the data. The data was gathered on-site from students of three universities in Pakistan’s Islamabad and Rawalpindi regions. Study respondents involved people from Gen Z and Gen Y aged between 18 to 25 and 26 to 40. A total of 401 responses were evaluated using the partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA).

Findings

The PLS-SEM findings evidence that eSports players’ hedonic (e.g. enjoyment and escapism) and utilitarian (e.g. challenge) gratification positively impact gamers’ satisfaction, which subsequently drives eSports gamers’ continuance intention behavior. Furthermore, gamers’ satisfaction positively mediated the relationship between gratifications (e.g. enjoyment and escapism refer to hedonic, whereas achievement and challenge represent utilitarian) and continuance intentions. NCA on eSports gamers’ satisfaction and continuance intention identified critical predictive factors. The analysis revealed that only enjoyment is necessary for predicting satisfaction. Interestingly, NCA results also indicated that enjoyment, achievement, escapism, challenge and satisfaction are all necessary for predicting eSports gamers’ continuance intention.

Originality/value

This study investigates the mediating role of eSports gamers’ satisfaction between gamers’ perceived gratifications (i.e. enjoyment, escapism, achievement, challenge) and their continuous intention to play in the Pakistani context. More importantly, we employ a multi-method approach (e.g. a combined approach of PLS-SEM with NCA) to determine the sufficient and necessary conditions of the outcome variable comprising satisfaction and continuous intention.

Purpose

As Millennials consist of most of the world’s population, there is a growing body of research understanding their consumption patterns in sport. We examined the relationship among Millennials’ various perceived values, their desire for conspicuous consumption, and their intention to purchase athleisure products.

Design/methodology/approach

We used a web-based survey through Amazon Mechanical Turk (n = 348) to test our research hypotheses and model.

Findings

Our findings revealed that perceived price, quality, and emotional value were positively associated with both the desire for conspicuous consumption and purchase intention towards athleisure products among Millennials. Perceived emotional and social value of athleisure-related products was positively associated with their purchasing intention via the desire for conspicuous consumption.

Originality/value

This is the first study examining the association among perceived value, conspicuous consumption tendencies, and purchase intention among Millennials. Our study suggests that Millennials have unique desires and preferences in what they wear in both sporting and casual settings, which in turn, contributes to their self-presentation strategies. These findings have implications for both sport scholars and professionals.

Purpose

This study investigates the intersection between nutrition and sport management, focusing on how sport fans' dietary choices are influenced by the framing of food attributes in different game contexts.

Design/methodology/approach

Two experiments were conducted around American football events to examine these choices. Experiment 1 utilized a 2 (Perceptions of Rivalry Games: Rivalry vs. Non-Rivalry) × 3 (Perceived Food Attributes: Energy vs. Healthiness vs. Environmental-Friendliness) between-subjects design. Experiment 2 employed a 2 (Game Outcome: Victory vs. Loss) × 3 (Perceived Food Attributes: Energy vs. Healthiness vs. Environmental-Friendliness) between-subjects design.

Findings

The findings revealed that during rivalry games or after their favorite teams' losses, fans tend to prefer high-calorie, nutrient-poor foods framed as energy sources. Conversely, victories prompt fans to opt for healthier and more environmentally friendly food choices.

Originality/value

This research provides novel insights into how a performance-driven mindset influences dietary choices among sport spectators. The results offer practical implications for sport managers and marketers, emphasizing the importance of strategically framing food attributes at sporting events to encourage healthier eating behaviors among fans. By leveraging these insights, sport organizations can enhance fan experiences and promote overall well-being.

Purpose

This study aimed to propose and test a model that describes the different aspects and mechanisms that influence the behavioral intentions of fitness center customers by examining the relationship between service convenience, service quality and perceived value, comparing customers with and without PT service. This study is highlighted by the need for fitness centers to remain competitive and profitable and the fact that PT services are one of the top ten global fitness trends.

Design/methodology/approach

Data were collected from 412 fitness center customers. Partial least square structural equation modeling (PLS-SEM) was used to test each proposed hypothesis.

Findings

Nine of the ten hypotheses tested, between service convenience, service quality, perceived value and behavioral intentions, were supported. The results from bootstrapping supported the indirect effects of service quality and perceived value in the relationship between service convenience, service quality and behavioral intentions. The presence of the PT service affects the majority of the relationships in the model.

Research limitations/implications

Customers with PT services may have different expectations and perceptions based on the cost associated with the service. Managers may consider adapting their service strategies to these distinct customer segments, offering differentiated service levels or targeted convenience improvements.

Originality/value

The variables under study integrate a comprehensive model for fitness centers while innovating by incorporating PT services as a moderating variable, providing a differentiated view of how customer segments perceive and respond to fitness center offerings.

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.