Categorizing behavioral and formed concepts in sports marketing research

Tobias Müller, Florian Schuberth, Jörg Henseler
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Abstract

PurposeSports marketing and sponsorship research is located at the intersection of behavioral and design research, which means that it analyzes the current world and shapes a future world. This dual focus poses challenges for formulating and testing theories of sports marketing.Design/methodology/approachThis article develops criteria for categorizing theoretical concepts as either behavioral or formed as different ways of expressing ideas of sports marketing research. It emphasizes the need for clear concept categorization for proper operationalization and applies these criteria to selected theoretical concepts of sports marketing and sponsorship research.FindingsThe study defines three criteria to categorize theoretical concepts, namely (1) the guiding idea of research, (2) the role of observed variables, and (3) the relationship among observed variables. Applying these criteria to concepts of sports marketing research manifests the relevance of categorizing theoretical concepts as either behavioral or formed to operationalize concepts correctly.Originality/valueThis study is the first in sports marketing to clearly categorize theoretical concepts as either behavioral or formed, and to formulate guidelines on how to differentiate behavioral concepts from formed concepts.
体育营销研究中的行为和形成概念分类
目的体育营销和赞助研究位于行为研究和设计研究的交叉点,这意味着它既分析当前世界,又塑造未来世界。设计/方法学/方法本文制定了将理论概念分为行为概念和形成概念的标准,作为表达体育营销研究观点的不同方式。研究结果本研究定义了三个理论概念分类标准,即(1)研究的指导思想;(2)观察变量的作用;(3)观察变量之间的关系。将这些标准应用于体育营销研究的概念,体现了将理论概念划分为行为概念或形成概念以正确操作概念的相关性。原创性/价值本研究首次在体育营销领域将理论概念明确划分为行为概念或形成概念,并就如何区分行为概念和形成概念制定了指导原则。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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