Cooler Bobbleheads Prevail: Bobblehead Character Type and Impact on Attendance at Major League Baseball Games

IF 2 4区 管理学 Q3 BUSINESS
Jeffrey Cisyk
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引用次数: 0

Abstract

Giveaways such as jerseys, caps, or bobbleheads are part of a host of promotions used to entice fans to purchase tickets and attend live events, particularly in sports. Bobbleheads have often been viewed as the bellwether giveaway in demand-side analytical studies as they are common across sport, league, and team and are viewed as highly prized collectable items. Empiricists typically code promotions as binary variables to measure the impact these additional perks have on attendance, yet each bobblehead event features a distinct figurine distinguished by several previously unexplored dimensions. Due to the nature of bobbleheads typically resembling real-life individuals, consumer sentiment toward the bobblehead’s namesake may drive or deter the demand for the giveaway. Using a novel dataset of descriptions of bobblehead giveaways, this study finds that demand for Major League Baseball games varies by a bobblehead’s character type, where the impact on attendance is greatest for bobbleheads featuring players and sportscasters, lowest for managers, and middling for mascots and other types. Evidence suggests that bobbleheads depicted in costumes or as characters of licensed brands lead to greater attendance than brandless bobbleheads, yet the gains observed from the average branded bobblehead game may not offset the additional costs associated with licensing agreements.
更酷的摇头娃娃占上风:摇头娃娃角色类型及其对美国职棒大联盟比赛上座率的影响
球衣、帽子或公仔等赠品是一系列促销活动的一部分,用于吸引球迷购买门票和参加现场活动,尤其是体育活动。在需求方分析研究中,摇头娃娃通常被视为赠品的风向标,因为它们在不同的体育项目、联赛和球队中都很常见,而且被视为非常珍贵的收藏品。经验主义者通常将促销活动编码为二进制变量,以衡量这些额外福利对上座率的影响,然而每个摇头娃娃活动都有一个独特的小雕像,它有几个以前未曾探索过的维度。由于公仔通常与现实生活中的个人相似,消费者对公仔同名者的情感可能会推动或阻止对赠品的需求。本研究使用了一个描述公仔赠品的新数据集,发现美国职业棒球大联盟比赛的需求因公仔的角色类型而异,以球员和体育主播为主角的公仔对上座率的影响最大,经理人的影响最小,而吉祥物和其他类型的公仔则处于中等水平。有证据表明,与无品牌公仔相比,服装公仔或特许品牌公仔的上座率更高,但从普通品牌公仔游戏中观察到的收益可能无法抵消与特许协议相关的额外成本。
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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来源期刊
自引率
13.30%
发文量
21
期刊介绍: Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.
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