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1.
《Sport Management Review》2014,17(1):78-89
The effectiveness of sponsorship communications, and thereby the success of corporate sponsorship management, is considerably influenced by the multi-faceted, theoretical concept of congruence. In this paper, sponsors’ management approaches to disability sport relationships are presented, as well as an examination of the role congruence plays in the sponsorship process. The aim of the study was to investigate whether, and where, congruence was a consideration when examining the end-to-end sponsorship management of disability sport properties in Australia. Semi-structured interviews were used to assess congruence within each stage of the sport sponsorship management framework – strategy, objectives, selection, implementation and measurement. The various forms of congruence were found to align with past work of sponsorship in regards to congruence prominence within the management framework. A key distinguishing factor of disability sport sponsorship relationships was the emphasis placed by sponsors on mission and value congruence. 相似文献
2.
《Sport Management Review》2020,23(2):302-314
The purpose of this study was to explore relationships between intentions to try a sport after watching an elite sport event and post-event participation, and explore the role exposure to a post-event leveraging initiative plays in facilitating behavior. A field experiment design was employed to test the efficacy of the leveraging initiative among experimental and control condition groups. Data were collected through a questionnaire following an international track cycling competition from spectators (N = 338) who had no prior experience participating in the sport, and then were matched with participation data collected directly from the sport facility. Results demonstrate that post-event intentions were a significant positive predictor of participation. Results also demonstrate that exposure to a leveraging initiative can increase participation in a new sport. Notably, the voucher stimulated participation for spectators with both low intentions and high intentions to participate post-event. Results provide support for the use of leveraging tactics as a means of stimulating sport participation in the context of hosting novel sport events. 相似文献
3.
《Sport Management Review》2014,17(3):310-323
This research examined how familiarity with a brand influences how negative publicity related to a celebrity endorser is perceived. Specifically, the current research determined if familiarity with event and sponsor brands may temper any negative consequences of being linked with negative celebrity endorser publicity. Two studies were conducted to investigate this aim. Study 1 (n = 136) used unfamiliar brands and indicated attitudes towards the selected sponsor and the event brands were significantly reduced after negative publicity surrounding an associated celebrity endorser emerged. In contrast, individuals not exposed to negative publicity did not report reduced attitude scores. Study 2 (n = 272) used unfamiliar and familiar brands and found that negative publicity surrounding celebrity endorsers has the capacity to weaken attitudes towards associated event and sponsor brands. However, any negative impact was tempered by an individual's familiarity with the respective brand, indicating brand familiarity has a moderating effect on brand attitudes within the sports marketplace. This research furthers understandings related to sport sponsorship theory by assessing the role of brand familiarity in tempering information transference. Additionally, the paper provides insights to the events category which has not been researched previously. Brand managers can use this information to develop proactive and reactive strategies to employ to protect their brands when celebrity endorsers attract negative publicity. 相似文献
4.
《Sport Management Review》2015,18(2):291-307
This paper examines sport participation from an environmental perspective by considering the dynamic role of the sportscape (built-form and supporting infrastructure) in enabling, facilitating and promoting youth sport participation. Complementing recent work by Wicker et al. (2013), we conduct a case study of the ‘geography of sport’ in the Greater Toronto Area. In the process we introduce the concept of facility ‘gravitas’ to capture the attractiveness or ‘magnetism’ of sportscape entities and thereby acknowledge the multifaceted sets of environmental factors (including the bricks-and-mortar of facilities and the supporting mechanisms such as transportation, coaches and clubs) that influence sport participation. The results demonstrate that the geography of sport is not only about where sport venue built-forms are located, but also what types of sport infrastructure are available. To develop a better understanding of sport participation it is important to assess the capacity and quality of the sportscape along with other supporting structures and facilitators. The paper points to the implications for managers and policy makers from this perspective. 相似文献
5.
Consumer demand for eSport and the growth of organized video game competitions has generated considerable attention from the sport, event, and entertainment industries. eSport therefore represents a novel and popular area for sport management academics to conduct research, educate students, and service industry. However, despite growth and acceptance by consumers and practitioners, academics debate eSport’s position within the domain of sport management, their debates largely concentrated around the question of whether eSport can be classified as sport. In this article, the authors argue for the inclusion of organized eSport events and competitions within sport management vis-à-vis eSport’s meeting certain defining criteria of sport in general. eSport’s connection to traditional sport and defining characteristics are addressed to support eSport’s role as a sport entertainment product recognized by industry as representing a substantial growth opportunity for sport and related organizations. As eSport continues to evolve, practitioners face managerial challenges that are similar to those in traditional sport, particularly in areas of governance and diversity. Sport management academics should embrace the potential of eSport in order to examine this evolution and provide guidance to industry through education and research. 相似文献
6.
《Sport Management Review》2016,19(2):107-119
The benefits of sport for general social outcomes has permeated sport policy in Brazil since the beginning of the twentieth century, but recently the jargon of “development through sport” is more overtly informing public policy and government action in this field. Despite increased uptake of the positive discourse of “sport as a development tool”, the reality for government-funded and -run “sport for development” programs is one far removed from enjoying the attention and financial investment needed to reach their stated development goals. This paper focuses on one such program: the Vilas Olímpicas do Rio de Janeiro. When analysing the specific matters associated with the management of this program three themes were identified that encapsulate the main issues that emerged during the analysis: partnerships, conflicting aims, and community involvement. These themes are analysed in light of the literature that discusses the application of “sport for development” programs worldwide and we conclude with some questions on the applicability of well-defined frameworks and approaches to such programs when these programs themselves tend to operate in very ill-defined and unstable environments. 相似文献
7.
《Sport Management Review》2016,19(4):441-453
The first purpose of this study was to elaborate upon existing critiques and return to the fundamental brand personality concept by reexamining personality trait theory (i.e., lexical approach) and the sport brand personality literature. Based on a conceptualisation of sport brand personality, the second purpose was to develop an instrument for measuring brand personality in sport based on the restricted definition that excludes non-human personality traits. We adopted the lexical approach in an effort to explore the application of the HEXACO model for obtaining a set of representative personality traits (N = 36) both applicable and relevant to sport brands. For the purpose of this study, a sport brand × subject structure was utilised to find major sport brand personality dimensions. As a representative brand in sport, the National Football League was selected. Two data sets were collected from college students. The 36 sport brand personality traits were submitted to a principal axis factor analysis on the first data set (N = 196). The analysis identified five factors (i.e., Agreeableness, Extraversion/Emotionality, Openness, Conscientiousness, and Honesty) that closely resemble the structure of human personality models. A Confirmatory Factor Analysis confirmed that the newly developed five-factor model has an acceptable fit to the second data set (N = 155). This study identified that the lexical approach can provide a conceptual and methodological foundation when developing brand personality instruments. 相似文献
8.
《Sport Management Review》2017,20(5):427-442
Over the last two decades, the number of studies examining the roles of the core sport product, ancillary services, social interactions among consumers, and relationship marketing programs in the sport context has grown. However, it is also true that these topics have been advanced in many independent research endeavors depending on the touch points (e.g., sport, service, social, and communication encounters) being assessed. To integrate this body of research with sport consumer behavior, the purpose of this conceptual paper, which represents a contribution to the 20th anniversary of Sport Management Review (SMR), is to introduce the construct of consumer experience quality as consisting of four important dimensions – core product, service, social network, and relationship investment quality – into the sport management literature. In order to explain the utility of the proposed construct in the sport context, this article presents an integrative conceptual framework that draws on multiple theories and bodies of literature. A series of propositions are offered to not only understand the role of consumer experience quality in sport consumer decision-making, but also to specify the conditions under which sport consumers are more likely to be satisfied with the core sport product and ancillary services, feel and behave in response to brand-related stimuli, and engage in both transactional and non-transactional behaviors. The paper concludes that future research should be directed at testing the propositions offered in the conceptual framework. 相似文献
9.
《Sport Management Review》2016,19(3):293-305
Despite the exponential growth of corporate expenditure on sponsorship, to date there has been little exploration of the degree to which sports involvement influences purchase intention of sponsor products and how much of this effect can actually be ascribed to an indirect effect through sponsor image and sponsor awareness. Using a multiple mediation model, this research explored the mediational role of sponsor awareness and sponsor image in the sports involvement–purchase intention relationship. Results revealed that while sponsor image is an effective mediator of the sports involvement and purchase intention relationship, sponsor awareness acts as a suppressor. Moreover, per the ratio of indirect effect to total effect, sponsor image accounts for 90% of the total effect of sports involvement on purchase intention. These findings should assist sponsors and sport event managers to capitalize on sponsorship opportunities more effectively. 相似文献
10.
《Sport Management Review》2014,17(4):470-483
The branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was used to guide the examination of sport brand development strategies recommended by consumers of a sport league. Mixed method data were collected from football consumers in Australia (N = 230). Seven themes were uncovered through qualitative content analysis representing three brand development strategies – market penetration, market development and product development. The study contributes to sport management literature by (1) identifying strategies that can be used to position sport brands; (2) indicating how these strategies may be used to influence consumers’ brand associations; (3) demonstrating the close brand relationship between leagues and their clubs and (4) enhancing market research sampling knowledge. The study also provides sport managers with strategic brand management directions. 相似文献
11.
运用文献资料、逻辑分析等方法,利用广告传播学、市场营销学的相关原理,探讨国内外体育广告的发展现状,分析了体育广告的价值转移性、投资赞助性、表现多样性的发展特征,提出了体育广告的发展策略,为体育广告理论研究提供基础资料。 相似文献
12.
《Sport Management Review》2015,18(1):1-5
Sport-for-development (SFD) provides a platform for sport to be used as a tool or “hook” to contribute to positive outcomes in areas including economic development, social inclusion, cultural cohesion, healthy lifestyles, education, gender equity, as well as reconciliation and peacebuilding. The area of sport for social change (SFSC) represents a sub-field of SFD that uses sport as a catalyst to build social capacity and develop socially and physically healthy communities. The Managing Sport for Social Change special issue of Sport Management Review brings together a collection of conceptual advances, empirical research papers and teaching case studies from a range of social and cultural perspectives, with a focus on managing sport for social change; aimed at engaging critically with sport management theory and praxis, and discussing associated practical and policy implications. Theoretical gaps and recommendations for future research, including: local engagement, innovative research methodology, and a broadening of the scope of research are also discussed. 相似文献
13.
《Sport Management Review》2020,23(3):469-481
Brand managers often use sport sponsorship to position a brand in terms of human-like personality traits (e.g., exciting or sophisticated) and demographic characteristics (e.g., young or masculine). Yet, little is known why, how, and under which conditions such associations transfer from a sport property to a sponsor brand. The present study introduces spontaneous trait transference as a mechanism and explicates that its properties can account for such associative transfer effects in typical sport sponsorship contexts with unintentional exposure and limited control. Two experiments show that, consistent with spontaneous trait transference predictions, (a) sport sponsorship transfers only the sponsored sports’ focal traits (but no general evaluative halo) to the sponsors, (b) spontaneous trait transfer occurs for both sport personality and age traits largely independent from each other, and (c) transfer effects occur for unfamiliar brands, but also (to a lesser extent) for familiar brands. Practical implications of these findings for the selection of sponsorship properties, the design of sponsorship communication, and for targeting specific consumer segments with appropriate sponsorships are discussed. 相似文献
14.
This paper analyses the capacity of youth sport volunteering to contribute to the development of social capital. Following a review of the emergence of social capital as a key theme in UK sport policy, the paper focuses on the ability of a structured sports volunteering programme to equip young people with skills for effective volunteering, and provide opportunities for ‘social connectedness’ through sports volunteer placements. The study uses survey data (n=160) and qualitative interviews (n=10) with young people to examine how the national Step into Sport programme impacts on participants’ personal and skill development, and on their commitment to community involvement. Interviews with education and sport professionals (n=33) provide additional expert perspectives on the programme's impact on participants. Both sets of respondents report strong individual benefits to participants from their involvement, and increased social connectedness in a range of contexts. The paper concludes by considering the implications of the study for claims about the potential contribution of sport to social capital. 相似文献
15.
《Sport Management Review》2016,19(5):536-549
The increasing popularity of mass participant sport events has provided sport event managers and scholars with an opportunity to contribute to a broader conversation on ways to promote population health. Theoretically, these managed sport services should have the capacity to enhance event participants’ well-being; however, the empirical link between event participation and well-being remains inconclusive. By comparing individuals who participated in a distance-running event with individuals who did not participate in the event, this study examined the contributions of the distance-running event, behavioural loyalty, and psychological involvement to life satisfaction, an indicator of mental health and well-being. Participants (N = 742) were recruited from a 10-mile running event held in the United States. The results revealed that participation in a distance-running event was positively associated with weekly running activity, an indicator of behavioural loyalty. In addition, the two facets of psychological involvement in running—pleasure and sign—mediated the relationship between weekly running activity and life satisfaction. These findings provide empirical support that distance-running events can serve as environmental correlates of participants’ behavioural loyalty and that the contribution of behavioural loyalty to life satisfaction lies in whether event participants identify pleasant and symbolic aspects of the activity. 相似文献
16.
《Sport Management Review》2014,17(1):1-7
Disability is a complex multidimensional social construct. In a sporting context, people with a disability often face a multitude of barriers to participation in sport and achievement in sport. While other marginalised populations have received attention in the field of sport management, disability has received very little, or been used primarily as a context. This special issue focuses on “managing disability sport” rather than the medical, human performance or sociocultural issues facing people with disability. The collection of papers herein focus on management issues that centre on constraints to sport participation, supply side attributes, participant behaviours, consumption of disability sport, policy implementation, and sponsor congruence. We situate these papers in the context of further challenging researchers to think beyond disability as a context in their research and engage in the critical discussions necessary to advance the agenda of managing disability sport. 相似文献
17.
《Sport Management Review》2017,20(2):145-158
Sport Management Review celebrates 20 years of publishing research, and this milestone provides an opportunity to reflect on sport consumer research and offer possible directions for scholarship. This article utilizes a panel of 17 academic scholars to examine sport consumer research published in SMR as an exemplar; and then, more broadly, how to enhance sport consumer research and identify future trends in the sport industry. This information, combined with an article analysis, revealed two key findings. First, the quality of scholarship was acknowledged with noted weaknesses related to improving and diversifying methodology, stronger attention to theoretical development, and relevance to industry. Second, traditional boundaries of sport consumer research will expand due to technology, a broadening sport landscape, and links to other academic disciplines. In order to account for industry trends and address noted theoretical limitations, a Sport Experience Design (SX) framework is introduced, which consists of three interrelated elements: (a) the sport context in which a sport consumer navigates through an experience and interacts with touchpoints, (b) the sport user, with mental processes, psychological needs, and personal characteristics, and (c) the sport organization, which produces the sport experience to achieve organizational goals. The framework provides a holistic consumer-centred approach that considers cognitive, organizational, and physical relevant design factors that enhance customer satisfaction and engagement by improving use and pleasure of sport experiences. 相似文献
18.
In this study, the authors use participant interviews to examine how participating in an international event enabled the accumulation of subcultural capital. The authors conducted interviews with players (N = 9) in the Australian Football League (AFL) International Cup from Canada, USA, New Zealand, and Ireland. The AFL International Cup created a liminal state offering individuals with opportunities for: (a) national representation; (b) international competition and comparison; (c) cross-cultural learning and interaction; (d) sport subcultural engagement; and, (d) authentic game experiences. The resulting experience enabled participants a deeper connection with the sport subculture, which created the potential for sport advocacy in their home countries. Results will assist international sport event hosts in creating meaningful participant experiences that facilitate deeper personal attachments to the sporting subculture. 相似文献
19.
《Sport Management Review》2019,22(1):53-67
There is an abundance of social issues, both health-related and otherwise, that health professionals and sport managers can address using sport as a mechanism. However, there is much debate regarding the impact sport is making in achieving development goals. In this study, the authors utilised a case study design to explore how stakeholders perceive the management of health-focused sport for development (SFD) programmes to contribute to the achievement of desired programmatic goals. The authors provided a side-by-side assessment of a sport-plus and sport-plus programme, through a qualitative case study design. Results indicate that while stakeholder perceptions of goal achievement are similar, the strengths of each type of programme vary. The authors discuss implications for these differences and the importance of stakeholder perspective in SFD. 相似文献
20.
体育赞助与《合同法》 总被引：1，自引：0，他引：1
邓春林 《天津体育学院学报》2005,20(4):25-27
采用文献资料法、调查访问法等研究方法,从经济学、法学的角度阐述了体育赞助的特征:(1)自主决策性;(2)商业性、公益性与有偿性;(3)非所有权转移、依附性;(4)宏观上的非完全等价交换性、风险性。依据特征论述了体育赞助相关法规的不足:体育赞助合同不适用于《合同法》中的买卖和赠与合同条款,只适用于总则,但总则不能为解决体育赞助中的纠纷提供充分的法律依据。还对在《合同法》中补充赞助合同的相关条款提出了建议:(1)补充赞助合同的相关条款应体现鼓励交易的原则;(2)体育赞助合同应遵循双务、有偿合同的法律规则;(3)重点明确第三方过失导致的违约责任。 相似文献