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1.
《Sport Management Review》2016,19(2):157-170
Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and non-members, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions. 相似文献
2.
《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
3.
Yuhei Inoue Caroline Heffernan Taku Yamaguchi Kevin Filo 《Sport Management Review》2018,21(2):202-218
In this mixed methods research, the authors examine a unique type of small-scale event – a charity-affiliated sport event – and define and measure its social and charitable impacts as perceived by residents. Findings from interviews (N = 37) and surveys (N = 459) with residents indicated that the event’s social impacts can be defined by its capacity to develop social capital, enhance collective identity and pride, and promote sport, health, and well-being. Three types of charitable impacts also emerged, including empathy for cause, informational support, and tangible support. Of them, empathy for cause, which addresses a central social issue in the host community, had the strongest association with residents’ perceptions of social impacts. These results provide evidence of a variety of positive impacts that a charity-affiliated sport event has on a community, which can be used to bolster appeals for corporate sponsorship and government support to assist in event delivery. 相似文献
4.
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
5.
Despite the recent progress in understanding consumer moderators, much of this work has focused on the satisfaction-behavioral intentions link. There is a lack of research regarding the potential moderating effects of consumer variables on the relationship between the three dimensions of customer equity (value, brand, and relationship equity) and behavioral intentions. Therefore, the purpose of this study is to examine how the effects of value, brand, and relationship equity on consumer behavioral intentions are enhanced by demographic (age and gender) and relational (season-ticket purchase) moderators. Furthermore, this study views brand equity as a psychological moderator and attempts to investigate the moderating effects of brand equity on the relationships between value equity, relationship equity, and behavioral intentions. Data were collected from spectators at a professional soccer event in Japan (n = 383). The results indicate that the effect of brand equity on behavioral intentions is positive and significant, while relationship equity has positive effects on both brand equity and behavioral intentions. A series of moderator analyses using the multi-group SEM method revealed that the influences of brand and relationship equity on behavioral intentions are stronger for younger consumers, men, and season-ticket holders than for older consumers, women, and non-season-ticket holders. Moreover, the moderator analyses verified that the effect of value equity on behavioral intentions was positive and significant only for those spectators belonging to the low brand equity categorization. The research findings, contributions, and directions for future research are discussed. 相似文献
6.
契合度不仅对企业品牌资产产生直接效应,而且会通过品牌信任和品牌认同产生明显的间接效应,且高契合度比低契合度能够产生更大的影响.其实践意义在于企业与赛事要紧密结合,减少企业的商业行为气息,增强消费者对企业的品牌信任;将消费者对赛事的认同流畅地转移到赞助品牌,增强消费者对企业的品牌认同,以此提升企业品牌资产. 相似文献
7.
Fans consuming sporting events commonly use social media to spread electronic-word-of-mouth (eWOM) related to their experiences. Ephemeral social media, an emerging form of social media that auto-deletes content after a prescribed time, allows fans to have greater control over their messages than ever before. The purpose of this experimental study was to investigate factors leading fans to lengthen or shorten the lifespan of their social media content. A nationwide panel (N = 242) created social media content in a controlled setting in which the fan experience and audience size were manipulated. Results suggest fans having a positive experience or who were broadcasting to a large audience were likely to share their content for a longer period of time. In contrast, fans having other than positive experiences, sharing with a small audience, or displaying greater team identification wished to limit the availability of their content. Theoretical and managerial implications are discussed. 相似文献
8.
Ashley Stadler Blank Joerg Koenigstorfer Hans Baumgartner 《Sport Management Review》2018,21(2):114-132
As there is still no commonly accepted scale to measure the brand personality of sport teams, the purpose of this study was to develop and validate the Sport Team Personality Scale (STPS) in a professional sport context. The authors conducted a series of studies in the United States and United Kingdom with fans of the English Premier League, Major League Baseball, the National Basketball Association, the National Football League, and the National Hockey League. The STPS contains 18 items that load onto six factors: success, talent, entertainment, dedication, admiration, and care. The authors compared this new scale with existing sport team personality scales and used it to explore team identification and perceptual similarities and differences among teams. Results indicate that teams map along performance (i.e., success and talent) and character (i.e., admiration and care) factors and that the character factor is a more important source of team identification than the performance factor. Taken together, these results illustrate how the STPS can help sport managers position and differentiate teams within a league to improve marketing outcomes. 相似文献
9.
Dimensions of general market demand associated with professional team sports: Development of a scale
The purpose of this study was to develop the Scale of Market Demand to assess general market demand factors affecting the consumption of professional team sports, which was completed through the following five steps: (a) formulation of a theoretical framework, (b) development of a preliminary scale, (c) exploratory factor analysis (EFA), (d) confirmatory factor analysis (CFA), and (e) examination of predictive validity through conducting a structural equation modeling (SEM) analysis. Following a community intercept method, professional sport consumers (N = 453) in four southeastern metropolitan areas responded to the scale. Data were randomly split into two halves: one for EFA and the other for CFA. In the EFA with alpha extraction and promax rotation, six factors with 31 items emerged: opposing team, home team, game promotion, economic consideration, sport epitome, and schedule convenience. In the CFA with maximum likelihood estimation, five factors with 17 most pertinent items were retained, without the sport epitome factor. This five-factor model displayed good fit to the data, discriminant validity, and high reliability. The SEM revealed that home team, opposing team, and game promotion were predictive of game re-attendance behaviour. 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.
《Sport Management Review》2016,19(2):183-197
Brand communities have become an important aspect for brand management in social media. However, many brands have failed to establish a successful online brand community. In this study, we introduce branded communities as an alternative concept to brand communities. In contrast to brand communities, a branded community does not revolve around a specific (sport) brand, but around any interest or need. However, a specific brand makes use of the community for marketing purposes by sponsoring or operating the community. We emphasize the suitability of sport as an interest around which branded communities can be built as well as links of branded communities to sport sponsorship. We empirically studied the factors which influence the success of this phenomenon and the effects of operating or sponsoring such a community for a brand by using an online survey (N = 501) of members of a branded online community relating to football. The results demonstrate the relevance of topic interest (i.e., identification and involvement with football) and the quality of the community as determinants of interest in and loyalty towards a branded community. The brand owner benefits from an increase in brand loyalty for those community members who are aware of the brand as the operator of the community, whereby awareness of this sponsorship does not decrease loyalty towards the community. Our research contributes to previous knowledge by proving that branded communities are both an effective means for companies to deploy sponsorship and branding strategies in social media and provide a promising opportunity for sport managers to generate value. 相似文献
12.
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
13.
《Sport Management Review》2016,19(5):550-562
In the present study, the authors aim to understand the sport event volunteer experience in the context of social interaction and its effect on volunteers’ team member exchange and future intentions. Sport event volunteers (N = 150) in the Northeast region in the United States participated in the survey. The partial least squares method of structural equation modeling was used to test the hypotheses. Results indicate that online social interaction ties significantly affect team member exchange, which in turn, predicts volunteers’ intentions to repeat volunteering and also spread positive word-of-mouth about volunteering experience to potential volunteers. The current research specifically demonstrates that establishing social interaction ties through social media promotes positive team member exchange that further impacts volunteers’ future intentions. The research findings also imply that social media can be a cost-effective volunteer management tool in terms of volunteer recruitment and for relatively smaller sport organizations that are generally confronted with limited resources. 相似文献
14.
《Sport Management Review》2014,17(1):23-34
Previous research examining people with disabilities has mainly looked at participation barriers and has formulated implications for sport providers; however, the supply side has been largely neglected. The purpose of this study was to explore the organizational capacity and organizational problems of clubs that provide sport for people with disabilities (referred to as ‘disability sport clubs’). The conceptual model of organizational capacity was used as a theoretical framework. Within a German sport club sample (n = 19,345), a sub-sample of disability sport clubs (n = 521) was identified. The idea was to compare disability sport clubs with other sport clubs; however, comparing a small sub-sample with a large rest-sample may inevitably lead to statistical significance. Therefore, a matched pairs analysis was applied. Since disability sport clubs were significantly larger in terms of members and sports and were located in bigger communities, statistical twins were identified in the dataset that were similar in size and location. The results showed that clubs providing sport for people with disabilities are not specific disability sport clubs. Evidently, these are large multi-sports clubs that have greater capacity for catering for older adults and low-income people, for strategic planning, and for establishing relationships with other institutions in the community than their statistical twins. The regression results indicated that strategic planning significantly contributed to the reduction of several organizational problems of disability sport clubs. The findings have implications for policy makers, club management, and sport management scholars. 相似文献
15.
In the United States, the decision to commit extensive public resources to sport facilities is a contentious topic of debate. Elected officials often commit substantial public resources to sport facility projects amidst contrary empirical evidence and mixed residential approval. This behavior not only implicates the presence of political activity to advance a course of action, but also suggests an escalation of commitment (EoC), the subject of this study. The authors implemented a collective case study approach to examine three municipalities with long-standing histories of subsidizing professional sport facilities. Data collected from influential elected officials and public leaders (N = 13) as well as documents and records revealed (a) political action to be essential in EoC with decisions involving multiple stakeholder groups; (b) the influence and interaction of political action within each EoC determinant; (c) the substantial role of support, resources, power, and influence in efforts to increase and prevent commitment to a failing course of action; and (d) noticeable spillover effects from use of political activity in EoC. 相似文献
16.
《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
17.
《Sport Management Review》2014,17(3):277-291
Athletics teams operate in contexts where team culture fluctuates with constant change (i.e., player turnover). In such dynamic sport environments, a strong leadership core needs to be in place to effectively navigate changes in team culture. The purpose of this study was to use the multi-foci perspective of leadership to explore the values and shared leadership qualities associated with proactively managing cognitive restructuring. A case study approach was used to examine a female sport team that recently encountered a shift in team culture. Semi-structured interviews were conducted with players and coaches (N = 31) who represented both leaders and followers from a shared leadership perspective. The findings contribute to sport management theory by defining the complexity of cognitive restructuring and establishing the necessity of shared leadership (i.e., leaders and followers) during this stage of the change process. 相似文献
18.
Soccer in Australia underwent a series of changes following a Federal Government inquiry into its future. A report into the Structure, Governance and Management of Soccer in Australia (2003) recommended a process of structural change, aimed at repositioning and re-branding soccer as association football. The restructure yielded the replacement of the National Soccer League with the A-League, five new Australian teams and a concerted attempt to separate soccer from its ethnic ties in the antipodes. This paper examines member identification in relation to a specific A-League club’s members. Using the Sports Spectator Identity Scale (Wann & Branscombe, 1993) to measure sport fan identity in a new team context, a survey of club members of Sydney FC (n = 510), was undertaken. Survey findings indicated that members of Sydney FC reported relatively strong team identification in the first year of the new competition, with some nuanced differences based on age and income. The SSIS demonstrated a good level of fit in relation to a new sports team, although it is evident that rivalries and identification with a new team need time to develop fully. 相似文献
19.
This paper explores gender dynamics in sport governance with reference to boards of National Sport Organisations (NSOs) in Australia. It is based on a recent study, underpinned by governance and gender theory. Central is the notion of a gender regime, which is characterised by four interwoven dimensions: production, power, emotional and symbolic relations. When applied to governance dynamics in sport boards, this concept permits identification of how gender works. The study involved an audit of 56 NSOs and in-depth interviews with board directors and chief executive officers (n = 26; 9 women and 17 men) from five NSOs. This paper reports on the results of three NSOs. The data suggest that directors’ participation in sport governance was not uniform in terms of gender dynamics. Three gender regimes were identified: masculine hegemony, masculine hegemony in transition and gender mainstreaming in process. Only the latter provided significant opportunities for gender equality in governance while the former two imposed significant constraints. Central to the regime associated with gender equal governance was a combination of presence of women on the board, the occupation of influential board roles by women, active support of women directors by influential men on the board and a commitment to equality in governance as equal participation by both men and women. 相似文献
20.
Jennifer Bunn Summer Schuitema Sidong Zhang Jerry Mayhew 《Research quarterly for exercise and sport》2019,90(1):64-70
Purpose: To evaluate the relationship between years of collegiate playing experience and success of NCAA Division I volleyball programs. Methods: Data were gathered from the 2010–2015 seasons for each volleyball program in the “power five” conferences. Players that were involved in at least 66% of the sets were selected for analysis. Each player’s years of college experience were tabulated and a team average experience score was created. This score was correlated with the end of season Ratings Percentage Index (RPI). Years with a significant correlation between success and experience were further analyzed for differences in on-court statistics by years of experience. Results: The range for team average experience score was 2.52–2.66. Only the 2012 season showed a moderate correlation between the team average score and RPI (ρ = ?0.421, p = .001), indicating that more experienced teams finished with a higher national ranking. Within this year, teams with more experience had a statistically significant (p < .05) higher season win percentage, higher conference win percentage, higher hitting percentage, more kills/set, and more assists/set than teams with low or only moderate experience. Conclusions: These data suggest that more collegiate playing experience does not always result in a significantly more successful season, but trends indicate that a relationship does exist between experience and success. In the one year that showed significance, more experienced teams had more favorable statistics related to skills that terminate play (e.g., kills) rather than ball control skills (e.g., digs and passing). 相似文献