International Journal of Sports Marketing and Sponsorship最新文献

英文中文

Transcendence beyond sport: examining the dynamic power of sport human brand on national pride 超越体育:审视体育人文品牌对民族自豪感的动力

International Journal of Sports Marketing and Sponsorship

Pub Date : 2023-11-28 DOI: 10.1108/ijsms-05-2023-0098

Susmit S. Gulavani, James Du, Jeffrey D. James

Purpose

Drawing upon social judgment theory, the research examines whether changes in psychological involvement with a sport human brand owing to their sporting success can generate spillover effects on people's national pride, a proxy for the collective level of well-being and whether the individual's behavioral engagement in sport spectating will moderate this relationship.

Design/methodology/approach

Leveraging a quasi-natural experiment grounded in the 2021 Indian Premier League championship, the authors solicit responses from 296 representative individuals residing in India twice using a two-wave panel design. The authors conducted confirmatory factor analysis, repeated measures T-test, latent change score analysis, and structural regression analysis to examine the relationship between psychological involvement with sport human brand and national pride.

Findings

The results demonstrate a positive association between psychological involvement with sport human brand and national pride. Further, the findings indicate that an increase in psychological involvement with sport human brand was associated with an increase in national pride due to the successful athletic endeavor involving the sport human brand. However, the relationship between psychological involvement with sport human brand and national pride was invariant irrespective of patrons' spectatorship behavior.

Originality/value

This research demonstrates that sport human brands possess transformative soft power that extends their prerogative cultural identity personified by their athletic ability and success, allowing them to shape public sentiments of national pride via their profound influence through and beyond the complex network of brand ecosystems.

目的:利用社会判断理论，本研究考察了由于体育成功而导致的对体育人类品牌的心理参与变化是否会对人们的民族自豪感产生溢出效应，民族自豪感是集体幸福水平的代表，以及个人在体育观赛中的行为参与是否会调节这种关系。设计/方法/方法利用基于2021年印度超级联赛冠军的准自然实验，作者使用双波面板设计向居住在印度的296名代表性个人征求了两次反馈。采用验证性因子分析、重复测量t检验、潜在变化得分分析、结构回归分析等方法，探讨体育人文品牌心理投入与民族自豪感的关系。研究结果表明，心理参与体育运动、人类品牌和民族自豪感之间存在正相关关系。此外，研究结果表明，由于成功的运动努力涉及体育人类品牌，体育人类品牌的心理参与的增加与民族自豪感的增加有关。然而，无论赞助人的观赛行为如何，体育人类品牌的心理卷入与民族自豪感之间的关系都是不变的。独创性/价值本研究表明，体育人文品牌拥有变革性的软实力，可以扩展其运动能力和成功所体现的特权文化身份，使其能够通过其在品牌生态系统复杂网络内外的深远影响，塑造公众的民族自豪感。

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引用次数: 0

A cross-country comparison of Malaysia, Thailand and Indonesia golf tourism experience: a perceptual experience of Malaysian golfers 马来西亚、泰国和印度尼西亚高尔夫旅游体验的跨国比较:马来西亚高尔夫球手的感性体验

International Journal of Sports Marketing and Sponsorship

Pub Date : 2023-11-24 DOI: 10.1108/ijsms-07-2023-0146

Ahmad Johanif Mohd Ali, Mohd Salehuddin Mohd Zahari, Muhammad A'rif Aizat Bashir, Mohd Hafiz Hanafiah

Purpose

This scholarly investigation explores the Malaysian golfers' experience in Malaysia, Thailand and Indonesia golf courses. The study sheds light on the unique attributes of golf tourism in each country, including the courses, facilities, services and overall golfing experiences offered to golf tourists.

Design/methodology/approach

Qualitative data were procured through in-depth semi-structured interviews with a cohort of 13 Malaysian golfers.

Findings

The findings indicate that golfers' experiences are affected by the quality of service, facilities, price and course condition, ultimately contributing to their satisfaction level. The evidence suggests that Malaysian golfers are comparatively more satisfied with golf courses in Thailand and Indonesia than in Malaysia.

Originality/value

The study underscores the importance of golf course attributes in retaining existing golfers and enticing new ones. Besides, as comparative research on golf course attributes and destination preferences is scant, this study has far-reaching implications, empowering Malaysian golf course managers to augment the appeal and quality of their golf course destination to optimise the behavioural intentions of golf tourists.

目的本学术调查探讨马来西亚高尔夫球手在马来西亚、泰国和印度尼西亚高尔夫球场的体验。这项研究揭示了每个国家高尔夫旅游的独特属性，包括为高尔夫游客提供的球场、设施、服务和整体高尔夫体验。设计/方法/方法通过对13名马来西亚高尔夫球手进行深入的半结构化访谈，获得定性数据。研究结果表明，高尔夫球场的服务质量、设施、价格和球场条件等因素会影响高尔夫球手的体验，最终影响他们的满意度。有证据表明，相对而言，马来西亚高尔夫球手对泰国和印度尼西亚的高尔夫球场更满意。这项研究强调了高尔夫球场属性在留住现有高尔夫球手和吸引新球手方面的重要性。此外，由于高尔夫球场属性和目的地偏好的比较研究很少，因此本研究具有深远的意义，可以使马来西亚高尔夫球场管理者增强其高尔夫球场目的地的吸引力和质量，以优化高尔夫游客的行为意愿。

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引用次数: 0

Revisiting organizational identity and social responsibility in professional football clubs: the case of Bayern Munich and the Qatar sponsorship 重新审视职业足球俱乐部的组织身份和社会责任:以拜仁慕尼黑和卡塔尔赞助为例

International Journal of Sports Marketing and Sponsorship

Pub Date : 2022-06-10 DOI: 10.1108/ijsms-03-2022-0058

David M. Herold, C. Keith Harrison, Scott J. Bukstein

Purpose

A perceived misalignment between socially responsible fans and football club management has recently led to a major crisis during the annual meeting in 2021 of Bayern Munich, one of the largest professional football teams in Europe. In an unprecedented scenario, Bayern Munich fans demanded that management drop one of its largest sponsors due to alleged violation of human rights. The goal of this paper is to examine this particular phenomenon, as it not only demonstrates a discrepancy between the social organizational identity and its image, but more importantly, how it impacts legitimation strategies and the fans' loyalty attitudes towards the club.

Design/methodology/approach

Using the underlying concepts of legitimacy and loyalty, this conceptual model paper proposes two frameworks for social responsibility in professional football clubs: (1) analyzing how the (mis-)alignment between organizational identity and image impacts fan loyalty and (2) depicting four different types of social responsibility strategies to align organizational identity and image.

Findings

The authors identify various theoretical concepts that influence organizational identity and image in and for social responsibility and combine the two critical concepts of legitimacy and loyalty to categorize the social responsibility strategies for professional football clubs.

Originality/value

Both frameworks advance the understanding of the decision-making behind social responsibility strategies and also synthesize the current literature to offer conceptual clarity regarding the varied implications and outcomes linked to the misalignment between organizational identity and image.

最近，在欧洲最大的职业足球队之一拜仁慕尼黑的2021年年度会议上，人们认为具有社会责任感的球迷和足球俱乐部管理层之间的不协调导致了一场重大危机。在前所未有的情况下，拜仁慕尼黑球迷要求管理层放弃其最大的赞助商之一，理由是涉嫌侵犯人权。本文的目的是研究这一特殊现象，因为它不仅表明了社会组织身份与其形象之间的差异，更重要的是，它如何影响合法化策略和球迷对俱乐部的忠诚态度。利用合法性和忠诚度的基本概念，本概念模型论文提出了职业足球俱乐部社会责任的两个框架:(1)分析组织认同和形象之间的(错误)一致性如何影响球迷忠诚度;(2)描述四种不同类型的社会责任策略来协调组织认同和形象。作者识别了影响社会责任中的组织认同和形象的各种理论概念，并将合法性和忠诚度这两个关键概念结合起来，对职业足球俱乐部的社会责任策略进行了分类。原创性/价值这两个框架都促进了对社会责任战略背后决策的理解，并综合了当前的文献，提供了关于组织身份与形象之间不一致的各种影响和结果的概念清晰度。

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引用次数: 0

Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020 超级碗广告对在线品牌搜索的影响:从2011年到2020年的十年洞察

International Journal of Sports Marketing and Sponsorship

Pub Date : 2022-04-28 DOI: 10.1108/ijsms-07-2021-0151

Dan Li, Nicholas Masafumi Watanabe

Purpose

This study aims to examine the cross-media effect of Super Bowl ads on online search behavior. Furthermore, the authors explored the role of ad likability in the effect.

Design/methodology/approach

This study used a quasi-experiment method to test the hypotheses. The subjects of investigation are the brands advertised during the past ten years of Super Bowl from 2011 to 2020 (n = 389). Search volume index data were collected through Google Trends. The authors used Ad Meter ratings to measure ad likability.

Findings

The findings indicate that Super Bowl advertisements stimulate consumers' likelihood to seek information about the advertised brands via search engines. The search volumes for brands hit a peak right after the Super Bowl advertising exposure. Additionally, ad likability influenced the increase in search volume. Consumers tend to search a brand online if they liked its Super Bowl ad.

Originality/value

The study contributes to the literature on Super Bowl advertising effectiveness by examining the impact of Super Bowl advertising on online search behavior and the role of ad likability in the relationship. Marketers will be able to utilize the increase in search volumes after the Super Bowl advertising exposure to further enhance brand engagement.

目的本研究旨在探讨超级碗广告对网络搜索行为的跨媒体影响。此外，作者还探讨了广告亲和力在这种效应中的作用。设计/方法/方法本研究采用准实验方法来检验假设。调查对象为2011年至2020年超级碗近十年的广告品牌(n = 389)。搜索量指数数据是通过谷歌趋势收集的。作者使用Ad Meter评级来衡量广告的受欢迎程度。研究结果表明，超级碗广告刺激了消费者通过搜索引擎寻找广告品牌信息的可能性。品牌的搜索量在超级碗广告曝光后达到顶峰。此外，广告的亲和力影响了搜索量的增加。如果消费者喜欢某个品牌的超级碗广告，他们往往会在网上搜索该品牌。独创性/价值本研究通过研究超级碗广告对在线搜索行为的影响以及广告亲和力在这一关系中的作用，为超级碗广告有效性的文献做出了贡献。营销人员将能够利用超级碗广告曝光后搜索量的增加来进一步提高品牌参与度。

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引用次数: 0

Factors affecting users’ stickiness of fitness apps: an empirical study based on the S-O-R perspective 影响用户对健身应用程序粘性的因素：基于 S-O-R 观点的实证研究

International Journal of Sports Marketing and Sponsorship

Pub Date : 2022-03-30 DOI: 10.1108/ijsms-06-2021-0123

Xianzhong Teng, Zheshi Bao

Purpose

Despite fitness applications (apps) are increasingly downloaded by smartphone users in recent years, the usage behavior after initial adoption often lasts for a short period of time for most users. The purpose of this paper is to explore factors affecting stickiness of fitness app and then indicate how to retain existing users.

Design/methodology/approach

A research model was developed based on stimulus–organism–response (S-O-R) model. Using the data collected from 231 fitness app users through an online survey, the established model was empirically assessed by structural equation modeling (SEM).

Findings

The results show that human-to-information interaction and human-to-human interaction as environmental stimuli affect individuals' internal state, including social comparison and perception of fitness self-management, which consequently influence the stickiness of fitness apps.

Originality/value

The study provides new insights into the mechanism regarding why users are willing to continuously use fitness apps. Moreover, the understanding of social comparison among users in such process was also deepened.

目的尽管近年来越来越多的智能手机用户下载了健身应用程序（App），但大多数用户在初次使用后的使用行为往往持续时间很短。本文旨在探讨影响健身应用程序粘性的因素，进而指出如何留住现有用户。设计/方法/途径基于刺激-机体-反应（S-O-R）模型建立了一个研究模型。研究结果表明，人与信息的交互和人与人之间的交互作为环境刺激会影响个体的内部状态，包括社会比较和对健身自我管理的感知，进而影响健身应用程序的粘性。此外，研究还加深了对用户在这一过程中的社会比较的理解。

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引用次数: 0

Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training 从肌肉推断能力：教练的肌肉质量如何以及何时影响个人健身培训的服务购买

International Journal of Sports Marketing and Sponsorship

Pub Date : 2022-02-09 DOI: 10.1108/ijsms-08-2021-0162

Sangchul Park, Shinhyoung Lee, Hyun-Woo Lee

Purpose

This study aims to examine how and when trainers' muscle mass impacts service purchase of personal fitness training, drawing upon signaling theory. Specifically, the authors investigated (1) the mediating role of perceived competence in the relationship between trainers' muscle mass (highly vs moderately muscular) and customers' service registration intention and (2) the moderating role of customer expertise in this mediating mechanism.

Design/methodology/approach

The authors conceptualized trainers' muscle mass, developed its experimental stimuli and validated them through the two pretests (total n = 387). Using the validated stimuli, the authors conducted the two experiments (total n = 802). In both experiments, the authors recruited participants via MTurk using the convenience sampling method and employed a single-factor between-subject design based on random assignment.

Findings

Findings supported the authors’ proporsed model. Consumers perceived highly (vs moderately) muscular trainers as more competent, which in turn engendered greater service registration intention. This effect emerged for expert consumers but not for novice consumers.

Originality/value

This study is one of the first attempts to empirically test the influence of trainers' muscle mass on consumer acquisition in the context of personal fitness training. It also expands the sport marketing literature to the consumer psychology and behavior fields addressing the characteristics of sport-service providers. The findings also provide fitness organizations with managerial insights into how to effectively leverage trainers' physical appearance as a marketing tool.

目的本研究旨在借鉴信号传递理论，研究教练的肌肉质量如何以及何时影响个人健身培训的服务购买。具体来说，作者研究了：（1）感知能力在教练肌肉质量（高肌肉质量与中等肌肉质量）与顾客服务注册意向之间的中介作用；（2）顾客专业知识在这一中介机制中的调节作用。作者对教练的肌肉质量进行了概念化，开发了实验刺激，并通过两次前测（总人数= 387）对其进行了验证。作者利用验证过的刺激因素进行了两次实验（总人数 = 802）。在这两项实验中，作者通过 MTurk 采用便利抽样法招募参与者，并采用了基于随机分配的单因素受试者间设计。消费者认为肌肉发达的培训师（与肌肉发达的培训师相比）更有能力，从而产生了更大的服务注册意向。这项研究是首次尝试在个人健身培训中实证检验教练肌肉质量对消费者购买行为的影响。它还将体育营销文献扩展到了消费者心理学和行为学领域，探讨了体育服务提供者的特征。研究结果还为健身机构提供了如何有效利用教练的外貌作为营销工具的管理见解。

{"title":"Competence inference from muscle: how and when trainers' muscle mass impacts service purchase of personal fitness training","authors":"Sangchul Park, Shinhyoung Lee, Hyun-Woo Lee","doi":"10.1108/ijsms-08-2021-0162","DOIUrl":"https://doi.org/10.1108/ijsms-08-2021-0162","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine how and when trainers' muscle mass impacts service purchase of personal fitness training, drawing upon signaling theory. Specifically, the authors investigated (1) the mediating role of perceived competence in the relationship between trainers' muscle mass (highly vs moderately muscular) and customers' service registration intention and (2) the moderating role of customer expertise in this mediating mechanism.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conceptualized trainers' muscle mass, developed its experimental stimuli and validated them through the two pretests (total <em>n</em> = 387). Using the validated stimuli, the authors conducted the two experiments (total <em>n</em> = 802). In both experiments, the authors recruited participants via MTurk using the convenience sampling method and employed a single-factor between-subject design based on random assignment.</p>\u0000<h3>Findings</h3>\u0000<p>Findings supported the authors’ proporsed model. Consumers perceived highly (vs moderately) muscular trainers as more competent, which in turn engendered greater service registration intention. This effect emerged for expert consumers but not for novice consumers.</p>\u0000<h3>Originality/value</h3>\u0000<p>This study is one of the first attempts to empirically test the influence of trainers' muscle mass on consumer acquisition in the context of personal fitness training. It also expands the sport marketing literature to the consumer psychology and behavior fields addressing the characteristics of sport-service providers. The findings also provide fitness organizations with managerial insights into how to effectively leverage trainers' physical appearance as a marketing tool.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139500188","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

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全部化学•材料生命科学医学物理工程技术环境•农林材料科学地球科学法学管理学化学环境科学与生态学计算机科学教育学经济学农林科学人文科学生物学数学物理与天体物理心理学综合性期刊其他工业工程理学历史学农学文学信息工程

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全部 ACS Publications Elsevier ieeexplore Springer The Royal Society of Chemistry Wiley

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International Journal of Sports Marketing and Sponsorship

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