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1.
《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
2.
As sport marketers are increasingly engaging in cause-related sport marketing (CRSM) programs, there is a growing interest in understanding what CRSM characteristics and circumstances can lead to success. This study extends prior research by examining the direct and moderating impacts of team identification and cause organizational identification on consumer attitudes toward cause related sport marketing (CRSM) programs using intercollegiate sport contexts in the United States. A two groups (high vs. low-fit CRSM messages), between subject, and post-test only experiment (N = 309) denoted that respondents showed more positive attitudes toward high-fit CRSM messages and both team identification and cause organizational identification had different moderating effects of sport/cause fit on attitudes. Fit between a sport team and a cause had a greater impact on attitudes when consumer affinity toward the sport team was more positive. However, fit had little or no impact when consumer affinity toward the cause was positive, but it played a significant and positive role when consumers showed low affinity toward the cause. 相似文献
3.
《Sport Management Review》2019,22(3):335-347
Social media platforms provide a space where sport fans can interact directly with sport organizations; however, researchers have not empirically examined users’ motivation and usage. Guided by uses and gratifications theory, the authors explored whether social media users’ motivations differed when following a sport organization on two similar microblogging services: Twitter and Weibo. Data gathered from an online survey of users who followed the Los Angeles Lakers on both Twitter (n = 299) and Weibo (n = 796) were analyzed using the Multiple Indicators Multiple Causes model. Findings showed that Weibo users had higher motives for obtaining information, entertainment, technical knowledge, passing time, and escaping from their life than Twitter users, while Twitter followers had higher motivations to express team support than their Weibo counterparts. Results of hierarchical multiple regression analysis suggested that Weibo users had high motives in information gathering and expressing team support, and they also tended to be more interactive. Twitter users were more interested in interacting with a sport organization if their motives for obtaining entertainment information and technical information were met. Results of this study will assist sport organizations to learn to understand users’ motives for following a sports team in both China and America and then develop more effective strategies to engage these users in these two main markets. 相似文献
4.
Professional sport is a highly marketable product, whereby favourite teams often become ‘overseas sweethearts’ for millions of satellite supporters and their imagined community of like-minded fans. Scandinavia has historically proven to be a fertile market for English football and is home to some of the largest supporter groups for English clubs, in particular the Liverpool FC. This article examines the origins of Scandinavian identification with the Merseyside club and how satellite supporters in the region maintain a connection with the famous brand. Scandinavian supporters highlighted the importance of the media, especially the popularity of state-run television programmes such as Tippekampen, the team’s playing style and the presence of star players in their initial support for Liverpool FC and explained how they had turned to a virtual ‘third place’ to regularly connect and engage with fellow fans and the brand in cyberspace. In a global marketplace, satellite supporters are critical for the future of many brands and this article offers a valuable case study for those who seek to exploit these markets, monetize these consumers and build equity for their team brands. 相似文献
5.
《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
6.
Marketers are charged with the responsibility of attracting consumers and encouraging loyalty for their brands. Double jeopardy, a marketing law observed across numerous product and service settings, contends that loyalty is largely influenced by a brand's market share. There have been suggestions that sport may be one of the few areas immune to such effects, providing researchers with an opportunity to test how sport brand loyalty may be impacted by market share. The current research capitalises on this opportunity by assessing the effects of market share on attitudinal loyalty reported by a sample of 794 Australian sport fans. ANOVA tests revealed that fans of high market share brands displayed higher levels of attitudinal loyalty towards their favourite teams in comparison to small market share team fans. Further tests revealed that differences existed in terms of the brand association perceptions held by high and small market share team fans, and how these contributed to predicting attitudinal loyalty. Consequently, sport marketers should be cognisant of double jeopardy effects when evaluating sport brands and formulating marketing strategies, though future research is needed to determine the full applicability of double jeopardy within the sport context. 相似文献
7.
Kirstin Hallmann Daichi Oshimi Munehiko Harada Hirotaka Matsuoka Christoph Breuer 《Soccer & Society》2018,19(7):903-923
Research on women’s football is still, especially in Asia, scarce. The purpose of this research has been to investigate the underlying points of attachment of women’s football spectators and how these influence future behaviour. The points of attachment scale – drawing on social identity theory – developed previously has been modified for the research setting to detect whether they are general determinants or country-specific indicators. Research was conducted in two countries, namely Japan and Germany. Surveys were conducted at two friendlies of the national team in each country (Japan: n = 607; Germany: n = 597). Attachment with the team, coach and women’s sport were defining overall attachment best. Intention to attend matches of the national team was significantly predicted by football attachment and previously attended games, while intention to attend matches of the league was significantly predicted by attachment with the coach and attended league games in the past. 相似文献
8.
AbstractEvery now and then – but with surprising regularity – small nations break through to the international level in sports and attract the attention of the global sports world. This paper focuses on two such occasions in men’s international football: the Norwegian national team in the 1990s and Iceland’s national team in the 2010s. We conducted case studies of the two teams, which consisted of interviews, observation of games and published material. The key emerging themes were how sport successes in Norway and Iceland took place amid the developing professionalism of sport, and how both teams built on important elements from amateurism and professionalism in their successful sporting conquests. We argue that some of the team’s characteristics were founded in a specifically Nordic mentality, which at the right time with the right message manifests in great achievements. Finally, the study follows the decay of the Norwegian national team in the new millennium and suggests that Icelandic football could face the same decline in results as Norway did 20 years earlier. 相似文献
9.
《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
10.
The purpose of this study was to identify key emotions associated with professional sport team brands and to develop a valid, reliable scale to measure the recall of these emotions. A pool of 30 potential emotions was drawn through a content analysis, a qualitative study (n?=?67), frequency analysis (n?=?560), and categorization process. The identified emotions were subjected to an exploratory factor analysis (n?=?260) and confirmatory factor analysis (n?=?286). The emotion recall scale consists of 24 emotions representing 7 dimensions: connectedness, elation, competitiveness, surprise, anger, unhappiness, and worry. The authors offer evidence of internal consistency of the scale and convergent, discriminant, and criterion validity evidence. Theoretical and practical implications are discussed. 相似文献
11.
《Sport Management Review》2014,17(1):35-48
Social policies facilitate equity of access for participation in physical activity by all groups of people in society. While the sport participation of able-bodied people has been widely examined, much less attention has been given to the participation of people with disabilities. The purpose of this study is to investigate the patterns of participation in physical activity of people with disabilities. Based on the leisure constraint theory, a theoretical framework is developed that describes participation as a function of intrapersonal, interpersonal, and structural constraints. The framework is tested using a comprehensive sample of people in Australia from 2009 and 2010. From the dataset a sub-sample of people with disabilities was identified (n = 4342). As 78.1% of participants were aged 45 years and older, the sample represents an ageing population and a selected segment of the population of people with disabilities. Therefore, generalisations to disability sport need to be made with caution. The results show that 57% of the respondents participate in physical activity for an average of 4 h per week. The regression results indicate that the type of disability, the extent to which the person is restricted by the disability, age, gender, and education have a significant effect on participation. People with high workloads who are in a relationship participate less frequently. The cluster analysis resulted in two non-participant clusters and three participant clusters. The results inform policy makers and sport managers on ways to better support the participation of people with disabilities and specifically target their needs. 相似文献
12.
高校体育赛事企校合作的双赢策略构想 总被引：15，自引：0，他引：15
当前,职业体育赛事的赞助行为已经成为各企业推广品牌的重要营销手段。而高校的体育赛事刚刚走入市场,企业与高校体育结合,利用高校体育赛事的影响力使其产品或品牌更具亲和力,从而达到巩固现有消费者和最大限度开发潜在年轻消费者的目的;高校则要利用自身体育赛事的优势,为企业搭建良好的特殊市场平台,积极与企业进行合作,用企业提供的产品或资金更好地发展高校体育教育事业。 相似文献
13.
试论中国体育用品的品牌战略 总被引：1，自引：0，他引：1
中国申奥成功和加入WTO后,给体育产业带来了无限商机,国外著名体育品牌纷纷涌入我国市场,给原本很稚嫩的国内体育用品品牌带来了强大的挑战。本文通过对国内、外体育用品品牌的比较,探讨有效的品牌战略,以期为我国体育品牌的战略决策提供参考。 相似文献
14.
《Sport Management Review》2017,20(5):468-482
Unlike previous research on the concept of rivalry, the specific focus of this study is on the dynamic relationships between on-field performances of rival clubs. The author analyzes causality structures between league performances of major rival clubs in Europe’s leading divisions in order to assess whether the rivalry between two clubs establishes causality between their performances. The results show that causal relationships hold for less than half of the rivalries, and most of these rivalries involve a success brings success type of dynamic relationship. These findings imply some of the football rivalries in Europe had their roots in other sources than performance, and when devising their strategies, sport managers should take measures to avoid substantial decoupling of team performances from fans’ perceptions. 相似文献
15.
Abstract Based on ideas from subjective uncertainty reduction theory, we examined the extent to which individuals hold similar sport team preferences to their family and friends. We also assessed the extent to which perceived sport importance and personal need for structure are influential in the development of team identification. Australian high school students aged 15.5±1.0 years (mean±s) completed questionnaires containing the Personal Need for Structure Scale, the Relational-Interdependent Self-Construal scale, a Team Identification Scale, and items assessing perceptions of sport importance and team preferences. As expected, correlations indicated that preferences for sport teams were significantly related to the preferences of family and friends. Separate analyses of variance confirmed the remaining hypotheses. More specifically, individuals who perceived that sport was important identified with the team more than individuals who perceived sport to be less important. Also, individuals high in personal need for structure scored higher in cognitive/affective team identification than those low in this need. Individuals with differing needs for structure did not differ in their scores on other dimensions of team identification. The results support the notion that cognitive/emotional attachments to sport teams are influenced by perceptions of the importance of sport and by needs for subjective structure. It is possible that other psychological motives, such as the desire for self-esteem, facilitate the development of evaluative dimensions of team identification. 相似文献
16.
不同锻炼行为阶段的体育消费心理 总被引：5，自引：1，他引：4
基于跨理论模型和体育消费认知决策模型,采用对587名知识分子问卷调查数据,对不同锻炼行为阶段的体育消费心理进行了比较分析,结果表明,1)在前意向→意向→行动阶段,体育消费需要呈现上升趋势;在坚持阶段,体育消费需要少量下降;2)随着锻炼行为阶段向前发展,体育消费满意度呈现逐渐提高的趋势;提高满意度有利于锻炼者向高一级行为阶段转变;3)随着锻炼行为阶段向前发展,体育消费意愿呈现出逐渐增强的趋势,处于高锻炼行为阶段的个体更愿意在体育锻炼上花钱。建议:体育营销把前三个锻炼行为阶段作为体育消费者培育阶段,通过薄利的产品和满意的服务促进更多的体育消费者更快地发展到锻炼行为坚持阶段,培养忠诚的体育消费者,追求在锻炼坚持阶段产生的长期可持续发展的收益。 相似文献
17.
Although the practice of building brand equity in the context of professional sport teams is popular, the formation of sport team brand equity in the sport marketing literature is still relatively unknown and incompletely understood. In this study, the authors propose a dual-identification model to examine the formation of sport team brand equity in an Asia-based professional team sport setting. Baseball fans (N = 548) of the Chinese Professional Baseball League (CPBL) in Taiwan participated in the self-administered survey. A Partial Least Squares Structural Equation Model analysis revealed that marketplace characteristics (including group experience, salient experience, team history, and fan rituals) and brand-identified-related factors (including self-congruity and team brand prestige) were significantly related to identification with sport team and identification with sport team brand, respectively. In turn, both identification with sport team and identification with sport team brand were significant predictors of sport team brand equity. These findings highlight the importance of studying a dual-identification model in order to understand how sport team brand equity forms and suggest implications for sport team managers. 相似文献
18.
《Sport Management Review》2019,22(2):235-246
Perceived risk, identification, and perceived value play a critical role in consumer behavior. Although previous researchers have examined identification and perceived value, examination of mediated sport consumption is lacking. Additionally, risk has received limited attention within this context. The purpose of the current study was to examine the relationships between identification, perceived value, and purchase intentions, and to assess the moderating role of perceived financial risk within the context of combat sports pay-per-view purchases. Combat sport consumers (N = 364) participated in an online survey. Findings showed that identification had a positive association with perceived value and purchase intentions. Perceived value was directly associated with purchase intentions and partially mediated the relationship between identification and purchase intentions. However, perceived financial risk did not moderate the value-intentions relationship. These findings contribute to the sport consumer behavior by (a) extending the understanding of identification, value, and purchase intentions in a mediated consumption environment, and (b) advancing knowledge on the role of financial risk in this setting. As advances in technology continue, it is important to understand the role of attitudes and behavior, and the potential impact of perceived risk on purchases of mediated sport programming. 相似文献
19.
The concept of commitment in sport marketing has largely been regarded as unidimensional. In the broader study of organizational behavior, commitment has been studied as a multidimensional construct. The multiple dimensions of commitment construe that one's behavior can be conveyed by different psychological states, comparable to those found to characterize different forms of commitment. The multidimensional perspective appears to yield more detailed and relevant information regarding a consumer's commitment in predicting specific behaviors. In past decades, a variety of researchers in organizational psychology and organizational behavior have investigated the relationship between motivation and commitment in order to better understand the two processes and their impact on behavior. However, there have been few attempts to integrate the two domains in order to demonstrate how motives and commitment combine to influence sport consumer behavior. Accordingly, a model of commitment and its relationship to sport consumer motives (i.e., antecedent) and behavioral intentions (i.e., consequence) is proposed. 相似文献
20.
Mark W. Bruner Ian D. Boardley Veronica Allan Zach Root Sara Buckham Chris Forrest 《Journal of sports sciences》2017,35(20):1963-1974
Social identity – identity formed through membership in groups – may play an important role in regulating intrateam moral behaviour in youth sport (Bruner, M. W., Boardley, I., & Côté, J. (2014). Social identity and prosocial and antisocial behavior in youth sport. Psychology of Sport and Exercise, 15(1), 56–64. doi:10.1016/j.psychsport.2013.09.003). The aim of this study was to qualitatively examine this potential role through stimulated recall interviews with competitive youth-ice-hockey players. Twenty-three players (Mage = 13.27 years, SD = 1.79) who reported engaging in high, median or low frequency of antisocial teammate behaviour (determined through pre-screening with the Prosocial and Antisocial Behaviour in Sport Scale [Kavussanu, M., & Boardley, I. D. (2009). The prosocial and antisocial behavior in sport scale. Journal of Sport and Exercise Psychology, 31(1), 97–117. doi:10.1123/jsep.31.1.97]) were recruited from eight youth-ice-hockey teams in Canada. Interviews involved participants recalling their thoughts during prosocial/antisocial interactions with teammates, prompted by previously recorded video sequences of such incidents. Thematic analysis of interview data revealed all athletes – regardless of reported frequency of intrateam antisocial behaviour – felt prosocial interactions with teammates enhanced social identity. In contrast, the perceived influence of antisocial teammate behaviour on social identity differed depending on athletes’ reported frequency of intrateam antisocial behaviour; those reporting low and median frequencies described how such behaviour undermines social identity, whereas athletes reporting high frequency did not perceive this effect. The study findings highlight the potential importance of intrateam moral behaviour and social identity for youth-sport team functioning. 相似文献