International Journal of Sports Marketing and Sponsorship最新文献

{"title":"Returning for skill or popularity? The demand for esports match replay","authors":"Wenche Wang","doi":"10.1108/ijsms-07-2022-0146","DOIUrl":"https://doi.org/10.1108/ijsms-07-2022-0146","url":null,"abstract":"PurposeAmong scholarly analyses of sport demand, few have considered the demand for match replays despite replays' indispensable role in sport broadcasts. Different from live matches, viewers of match replays generally have access to match outcomes. Outcome uncertainty is thus less relevant in attracting viewers. This paper addresses this research gap by analyzing the demand for replays of competitive esports matches.Design/methodology/approachWe collected match replay data for two competitive esports leagues, CrossFire Pro League and King Pro League, from two Chinese esports online platforms, Douyu.com and Huya.com. Drawing on two economic theories of superstar effects—a skilled-based theory and a popularity-based theory, we performed regression analyses and dominance analyses to examine the demand for esports match replays.FindingsOur results indicated skill to be more important in the demand for tactical games while non-skill-popularity is more instrumental in attracting viewers to replays of leisurely games. The platform with knowledge-sharing features also exhibited a stronger skill impact for tactical games.Originality/valueFindings contribute to the understanding of sport match replays and offer implications for esports organizers and broadcasters to market games effectively.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115173130","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"“Giving PUMA the boot”–A case study of a contemporary consumer sports boycott","authors":"Jon Dart","doi":"10.1108/ijsms-05-2022-0111","DOIUrl":"https://doi.org/10.1108/ijsms-05-2022-0111","url":null,"abstract":"PurposeThe purpose of this article is to offer a conceptual assessment of a contemporary consumer boycott of a global sports brand. A critical commentary is offered of the “Boycott PUMA” campaign with an examination of the positions and motivations of the different parties involved, specifically PUMA, the “Boycott PUMA” campaign, the Israeli Football Association and UEFA/FIFA.Design/methodology/approachThis article is a position and conceptual paper, designed to generate a discussion on what is an emotive consumer boycott campaign. A distinction is made between political boycotts and consumer boycotts, whether it is possible to separate sport from politics, and if PUMA's claimed position of neutrality in this conflict can be achieved.FindingsThe focus here is on PUMA's corporate social responsibility statement in which they claim that sport and politics do not mix, with their response to Russia's invasion of Ukraine in 2022 undermining this claim. PUMA's commitment to social justice is being used by the “Boycott PUMA” activists to expose the disconnect between PUMA's stated vision and its actions.Practical implicationsPUMA's brand has been built on creating a particular type of brand image, with a positive image and brand awareness essential for this sports apparel company. If the company finds itself in a media spotlight their brand equity can become damaged.Originality/valueWith very little research available on the Israel/Palestine from a sport sponsorship and marketing perspective, this article offers an original and much needed assessment of a potentially significant campaign.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133415782","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Inclusivity in sports: fan attitudes and behaviors towards nonbinary athletes","authors":"A. B. Elmadag, Gallayanee Yaoyuneyong, Brigitte Burgess","doi":"10.1108/ijsms-01-2022-0026","DOIUrl":"https://doi.org/10.1108/ijsms-01-2022-0026","url":null,"abstract":"PurposeThis study aims to examine diversity and inclusivity in sports from a sexual orientation perspective. A literature review summarizes known findings on attitudes and perceptions of and towards nonbinary individuals in sports. Adopting Herek’s (2007) Sexual Stigma perspective, an experiment is conducted exploring the differences in fan attitudes and behavioral intentions towards nonbinary athletes in both women’s and men’s sports.Design/methodology/approachA systematic review of extant literature identified 24 peer-reviewed primary studies examining nonbinary individuals in sports. A 2 (Sport: Women’s vs. Men’s Basketball) × 2 (Nonbinary Indicator: Indicator vs. No-Indicator) experimental study was then designed to further explore fan attitudes towards nonbinary athletes.FindingsThe study revealed that, among sports fans, there was no perceived performance difference in women’s or men’s basketball linked to athletes’ nonbinary status (as measured by athletic ability, future performance, sportsmanship, talent and quickness). However, measures of fan support (sport engagement, intention to buy team merchandise and team fanship) were lower when the athlete was perceived as nonbinary. For women’s basketball, team fanship and intention to buy team merchandise were significantly lower, while the difference was not significant in men’s basketball.Originality/valueAlong with an inclusive review of prior literature, this is the first empirical study to examine the differences in fans’ attitudes towards nonbinary athletes in both women’s and men’s sports at the same time via an experimental design.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128357676","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Sport sponsorship as a booster for customer engagement: the role of activation, authenticity and attitude","authors":"Jan Schönberner, Herbert Woratschek","doi":"10.1108/ijsms-05-2022-0098","DOIUrl":"https://doi.org/10.1108/ijsms-05-2022-0098","url":null,"abstract":"PurposeIn marketing research, it is widely acknowledged that customer engagement leads to higher reputation, lower costs and increased revenues for firms. However, there are still open questions on how sport sponsorship can drive customer engagement. It is hypothesized that sponsors' activations correlate with customer engagement toward the sponsor. Specifically, the roles of sponsorship authenticity and attitudes toward the sponsor have received little attention in this context. Accordingly, this study aims to test the effects of sponsors' activations on customer engagement disposition (CED) and customer engagement behavior (CEB) by considering the roles of sponsorship authenticity and attitudes toward the sponsor.Design/methodology/approachAn online experiment with a factorial between-subjects design with 529 total participants was conducted. Data were analyzed through analysis of covariance (ANCOVA) and binary regression analysis.FindingsSponsors' activations can lead to positive or negative CEB, depending on how sport consumers evaluate the activation. Sponsorship authenticity reduces or enhances CEB following a sponsor's activation. Moreover, consumers' prior attitudes toward the sponsor influence the relationship between sponsors' activations and CED. The findings further showed that CED leads to CEB.Originality/valueThis research contributes to the sport sponsorship literature by empirically proving that sponsors' activations increase customer engagement toward the sponsors. Moreover, this is the first study testing consequences of sponsors' activations in relation to sponsorship authenticity and consumers' attitudes. Furthermore, the authors enrich the customer engagement literature by discussing the sponsors' activations as a marketing strategy to increase customer engagement and consequently firms' performance.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128679664","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"LGBTQ-inclusive fan codes of conduct in US athletic departments: a multilevel analysis","authors":"E. Melton, George B. Cunningham, Jeffrey D. MacCharles, Risa F. Isard","doi":"10.1108/ijsms-03-2022-0072","DOIUrl":"https://doi.org/10.1108/ijsms-03-2022-0072","url":null,"abstract":"PurposeSport organizations increasingly emphasize their support for lesbian, gay, bisexual, transgender and queer (LGBTQ) inclusion by promoting a perfect score on the Athlete Ally Equality Index, partnering with nonprofits to increase awareness of LGBTQ individuals in sport (e.g. Rainbow Laces campaign), or hosting a pride night for LGBTQ fans. Despite these and similar efforts, LGBTQ fans historically have felt unwelcome in sport settings, thereby signaling the need for inclusive fan codes of conduct. The purpose of this study was to examine both the prevalence and antecedents of such policies.Design/methodology/approachUsing publicly available data sources, the authors focused on 350 Division 1 college athletic departments in the USA.FindingsResults illustrate factors at both the macro (i.e. institution) and meso- (i.e. athletic department) levels interact to explain whether a school will possess a fan code of conduct. Specifically, research-intensive institutions with strong gender equity are more likely to possess a code of conduct than schools that are not research oriented and have weak gender equity. This project extends the understanding of LBGTQ inclusion in the sports industry.Originality/valueThe current study is the first to examine the prevalence and predictors of LGBTQ-inclusive fan codes of conduct. Understanding these dynamics can help athletic programs that want to create safe and inclusive sport spaces for LGBTQ fans and spectators.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"66 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124919931","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Diversity matters: highlighting the differences in sport consumption motives of marginalized college students","authors":"Alison Fridley, A. Anderson, S. Stokowski, S. Forsythe","doi":"10.1108/ijsms-01-2022-0025","DOIUrl":"https://doi.org/10.1108/ijsms-01-2022-0025","url":null,"abstract":"PurposeThe purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.Design/methodology/approachData were collected from 2,833 students at universities in a mid-major Division I FBS athletic conference through a survey. Two MANOVAs were conducted to examine group differences. While the first MANOVA compared a dominant group (White and non-LGBTQ+) to an underrepresented group (non-white race and/or LGBTQ+), the second MANOVA explored differences in five specific marginalized groups (Asian, Black or African American, Hispanic or Latino, LGBTQ+, intersectional marginalized identities).FindingsThe results indicated that the dominant group scored significantly higher than the combined underrepresented group in four of the eight sport consumption motives examined. However, the comparison of individual underrepresented groups showed significant differences for all eight consumption motives between at least two underrepresented groups.Originality/valueThis study is the first attempt to compare group differences in motivation for sport consumption between specific racially marginalized groups, LGBTQ + community members, and intersectional racial and LGBTQ + identities within college athletics.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"11 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121061236","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Brand communication and the mass vaccination center: stadium, team and community perspectives","authors":"J. Sears, Beth A. Cianfrone, Timothy B. Kellison","doi":"10.1108/ijsms-02-2022-0048","DOIUrl":"https://doi.org/10.1108/ijsms-02-2022-0048","url":null,"abstract":"PurposeThe usage of sport stadia for public service is increasingly common and may come in different forms. In the COVID-19 pandemic, this included sport entities hosting mass COVID-19 vaccinations at their stadiums. The purpose of this study was to examine the branding effects of a COVID-19 mass vaccination center as communicated by (1) a sport entity (i.e. stadium and its two teams) and (2) the public.Design/methodology/approachThe authors analyzed the entity's social media messages related to the mass vaccination center for the three groups, the stadium and its two sports team tenants (N = 48) while comparing the public's social media content about the vaccination center (N = 187). An empirical material coding analysis was conducted.FindingsThe sport entity's posts revealed 12 codes, five categories and two themes communicated about their brand: In this together–community impact and showcasing brand attributes. The public posts analysis revealed 21 codes, eight categories and four themes, creating brand awareness, establishing/reaffirming brand attributes, affective response and in this together–community response.Originality/valueThe identification of the two organization themes and four public themes provided an initial examination of the mass vaccination efforts' impact on the sport entity's brand. With the rise of stadia being utilized as public service venues (e.g. voting centers and disaster shelters), the results of the study can provide guidance to communicating the host team's brand during these times. Results also suggest the public perception of such service reflected positive opportunities for brand exposure and subsequent effects for the teams.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122006226","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study","authors":"Manuel Alonso Dos Santos, M. J. Sánchez-Franco, Eduardo I. Torres-Moraga, Ferran Calabuig Moreno","doi":"10.1108/ijsms-05-2022-0107","DOIUrl":"https://doi.org/10.1108/ijsms-05-2022-0107","url":null,"abstract":"PurposeThis study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.Design/methodology/approachAn experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.FindingsThe results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.Originality/valueThis is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"231 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133706653","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Guest editorial: Sport management, marketing and innovation","authors":"Manuel Alonso Dos Santos, Ferran Calabuig Moreno, M. H. González-Serrano","doi":"10.1108/ijsms-11-2022-243","DOIUrl":"https://doi.org/10.1108/ijsms-11-2022-243","url":null,"abstract":"","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123899075","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Are single-item needs' and values' measures a good alternative to multi-item measures for sport marketers?","authors":"Galen T. Trail, Don Lee, Stavros Triantafyllidis, Jessica Minkove, Ari Kim, Kristi Sweeney, Wan-yong Choi, Priscila Alfaro-Barrantes","doi":"10.1108/ijsms-11-2021-0225","DOIUrl":"https://doi.org/10.1108/ijsms-11-2021-0225","url":null,"abstract":"PurposeThis paper aims to determine if single-item (SI) needs' and values' measures have similar reliability and validity values to multi-item (MI) measures of the same constructs and thus could be substituted by sport marketers to predict internal motivating aspects of sport consumer attitudes and behavior. In addition, the authors wish to determine whether a small subset of needs and values listed in current measures are sufficient to predict sport consumer attitudes and behavior.Design/methodology/approachIn this two-study design, the first study was a national sample (N = 439) comparing reliability and validity of single-item scales to multi-item scales. In the second study the authors collected data from fans and spectators of four different teams (N1 = 583; N2 = 1164; N3 = 213; N4 = 404) to determine the impact of needs and values on sport consumer attitudes and behavior.FindingsThe authors determined that in 89% of the scales, single-item measures of needs and values were just as reliable and valid as their associated multi-item measures. The authors also found that a small subset of the needs and values explain a meaningful amount of variance in sport consumer attitudes and behaviors.Research limitations/implicationsThe authors determined that in 89% of the scales, single-item measures of needs and values were just as reliable and valid as their associated multi-item measures. The authors also found that a small subset of the needs and values explain a meaningful amount of variance in sport consumer attitudes and behaviors.Originality/valueThe authors show that as motives for sport consumption, single-item measures of personal needs and values are equivalent to multi-item measures and not all needs and values used in previous sport research are necessary because they do not predict a meaningful amount of variance in sport consumer attitudes and behaviors. The authors identified a small number of single-item measures that practitioners can easily use in short surveys that will predict a statistically meaningful amount of variance in sport consumer attitudes and behaviors.","PeriodicalId":289192,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"386 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131895316","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}