International Journal of Sports Marketing & Sponsorship最新文献

{"title":"Season ticket holder segmentation in professional sports: an application of the sports relationship marketing model","authors":"D. Finch, Gashaw Abeza, N. O'Reilly, J. Nadeau, Nadège Levallet, D. Legg, Bill Foster","doi":"10.1108/IJSMS-08-2020-0150","DOIUrl":"https://doi.org/10.1108/IJSMS-08-2020-0150","url":null,"abstract":"PurposeThe segmentation of customers into homogeneous groups is well researched, reflecting its importance to marketers. Specific to professional sports, published research on customer segmentation first occurred in the early 2000s, but no studies exist based on internal data from season ticket holders, an attractive and loyal customer group which is the most important customer for professional sports teams. Thus, the purpose of this research was to fill this gap in the literature through a sequential study of season ticket holders of a professional sports club.Design/methodology/approachStudy 1 employed six focus groups (n = 56) to determine the constructs, understand the issues, and sequentially inform the survey instrument for the second study. Study 2 used an online survey (n = 1,007) to collect data on factors including socio-demographics, consumption, media engagement, fan satisfaction, future intentions and sports fan motivation.FindingsThe results identified the engagement factors and selection variables which drive season ticket holder purchase and allowed for the segmentation analysis, which identified fourteen unique fan segments for a professional sports club, generalizable to other clubs.Originality/valueThe identification of 14 segments of season ticket holders based on a sequential study framed by the sports relationship marketing model is a needed contribution for practice (i.e. a specific direction on how to efficiently allocate resources when marketing to season ticket holders) and advances our conceptual knowledge by applying the model to the context of the most loyal customers in professional sports season ticket holders.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45235280","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The relative influence of spectator dysfunctional behavior on spectator enjoyment in Major League Baseball","authors":"Zack P. Pedersen, K. Kim, K. Byon, Antonio S. Williams","doi":"10.1108/IJSMS-07-2020-0126","DOIUrl":"https://doi.org/10.1108/IJSMS-07-2020-0126","url":null,"abstract":"PurposeThe purpose of this study is to evaluate the perceived enjoyment that is derived from spectators observing other spectators’ dysfunctional behavior during a game.Design/methodology/approachUsing four forms (i.e. fighting, verbal assault, disrupting play and throwing missiles) of spectators dysfunctional behavior (SDB), two experiments (N = 252 for Study 1 and N = 92 for Study 2) were conducted in which video clips corresponding to the four types of SDB were used as experimental stimuli.FindingsThe findings indicate that participants enjoyed viewing spectators running onto the field of play significantly more than the other forms of SDB (i.e. fighting, verbal assaults and throwing missiles). The results also show no significant difference between how much spectators enjoyed the actions of fighting, verbal assault and throwing missiles.Originality/valueThe novelty of this study include the usage of a multidimensional approach to the concept of SDB and testing for a positive outcome pertaining to SDB that has largely, if not fully, been examined using negative inputs and outputs.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43098021","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Continuance intention in running apps: the moderating effect of relationship norms","authors":"Li-Keng Cheng, Hsien-Long Huang, Ching-Chi Lai","doi":"10.1108/IJSMS-08-2020-0143","DOIUrl":"https://doi.org/10.1108/IJSMS-08-2020-0143","url":null,"abstract":"PurposeThe number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with consumers and thereby enhancing consumers' brand preference and purchase intention. This study adopted an integrated perspective to explore the effects of perceived usefulness, perceived ease of use and self-expression on consumers' continued use of running apps.Design/methodology/approachConvenience sampling was conducted among consumers in Taiwan (n = 251). Structural equation modeling using AMOS 21 was performed to analyze the data.FindingsThe study results revealed that (1) users' perceived usefulness, perceived ease of use and self-expression significantly positively affected continuance intention, and (2) continuance intention was significantly positively correlated with word-of-mouth (WOM) and brand intimacy. Furthermore, the study confirmed the moderating effect of consumers' relationship norms on the correlation between continuance intention and WOM and brand intimacy.Originality/valueAmid the increasing emphasis on self-expression, almost all running apps endeavor to enable users to share their achievements, such as accumulated mileage and routes. However, research has rarely focused on whether these features influence consumers' continued use of running apps and whether these influences in turn affect consumers’ attitudes toward a brand. Therefore, this study explored the effect of self-expression on the continued use of running apps.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46089712","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The use of fitness centre apps and its relation to customer satisfaction: a UTAUT2 perspective","authors":"Helena Ferreira Barbosa, J. García-Fernández, V. Pedragosa, Gabriel Cepeda-Carrión","doi":"10.1108/IJSMS-01-2021-0010","DOIUrl":"https://doi.org/10.1108/IJSMS-01-2021-0010","url":null,"abstract":"PurposeThe purpose of this paper is to analyse the intention of using fitness app made available by the fitness centre to its members and their relationship with overall customer satisfaction.Design/methodology/approachThe present study uses the extended unified theory of acceptance and use of technology (UTAUT2) as the base model. All the hypothesised relationships were tested through partial least square structural equation modelling (PLS-SEM), in a quantitative study with data from 1,676 fitness consumers from Portugal.FindingsThe results support the ability of UTAUT2 in predicting the customer´s intention to use the fitness app. Performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation and habit have a positive impact on behavioural intentions to use the fitness app. Performance expectancy and habit have the strongest relationships. Behavioural intentions are positively related both to the usage behaviour of the fitness app and to overall customer satisfaction.Practical implicationsThe results of this study present a strong contribution for fitness centre managers, since it highlights the importance of using these apps as a way to increase customer satisfaction, increasing retention levels.Originality/valueThis study is paramount as regards to examine the behavioural intention to use the fitness apps that the fitness centres make available to their members using UTAUT2 model.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"12 1","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41298409","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Innovation from sport's entrepreneurship and intrapreneurship: opportunities from a systematic review","authors":"Alejandro Lara-Bocanegra, M. R. Bohórquez, J. García-Fernández","doi":"10.1108/IJSMS-12-2020-0212","DOIUrl":"https://doi.org/10.1108/IJSMS-12-2020-0212","url":null,"abstract":"PurposeThe main aim of this study was to analyze and establish the state of the question about entrepreneurship and intrapreneurship in sport, identify the role of innovation in both of them, as well as to determine the latest study trends and detect possible research niches.Design/methodology/approachA systematic review of the Web of Science, Scopus, PsycINFO, ERIC, SPORTDiscus and Dialnet databases was performed. The analysis of the selected texts allowed categorizing the entrepreneurship articles into subthemes: precursors of entrepreneurship, intention/orientation of entrepreneurship, different perspectives of entrepreneurship in sport and social entrepreneurship in sport. Of the 49 texts included in the review, only seven articles dealt with intrapreneurship, and they could not be classified into subtopics because the studies are scarce, diverse and with disparate themes.FindingsThe main findings show deficiencies in research on precursors/antecedents of entrepreneurial and intrapreneurial behavior, especially in relation to innovation, the importance of the political perspective on entrepreneurship in sport and formulation of behavior training programs for intrapreneurs.Originality/valueThis paper provides valuable and global information about entrepreneurship and intrapreneurship in sport, of which there were scattered or grouped data in some reviews.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48277510","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Rasch calibration and optimal categorization of the sport fandom questionnaire","authors":"Han Soo Kim, Minsoo Kang, Minjung Kim","doi":"10.1108/IJSMS-11-2020-0208","DOIUrl":"https://doi.org/10.1108/IJSMS-11-2020-0208","url":null,"abstract":"PurposeThe purpose of this study is to evaluate the category function of the sport fandom questionnaire (SFQ), determine the optimal categorization of the SFQ and calibrate the measurement qualities of the newly modified rating scale option using Rasch analysis.Design/methodology/approachThis paper relies on the Rasch analysis to validate the SFQ. A series of studies are performed based on analysis procedures for the responses from 244 (study 1) and 477 (study 2) participants.FindingsThe results revealed that the original SFQ consisting of the eight-category rating scale is flagged due to irregular observation distribution and disordering of thresholds, whereas both six-category and seven-category rating scales meet the guidelines for the optimal categorization. However, only the seven-category rating scale showed desirable model-data fit indices. Furthermore, the results of the Rasch calibration model showed that all items of the SFQ have large variability, and a person's ability level varied moderately along the continuum.Originality/valueUnlike previous studies, examining the psychometric properties of the SFQ, the current study provides information about the optimal categorization and presents a novel reconstruction category in measuring individuals' sport fandom level. In measuring the level of sport fandom, the authors suggest the use of a seven-category rating scale that the current study found to exhibit reliability and construct validity.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44735685","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Sports event portfolios: an innovative tool and a new management paradigm","authors":"Jesyca Salgado-Barandela, Á. Barajas, Patricio Sánchez-Fernández","doi":"10.1108/IJSMS-02-2021-0024","DOIUrl":"https://doi.org/10.1108/IJSMS-02-2021-0024","url":null,"abstract":"PurposeThe organization of several small-scale events throughout the year is called event portfolio and may contribute to the development of the city strategy in the touristic, social and economic fields. The organization of a set of sporting events represents an important innovation in the development of city marketing. This paper analyzing the scarce literature on event portfolio provides the main elements to benefit from this innovative strategy to achieve sustainable sports tourism for host cities. Among the innovative strategies, the inclusion of leverage and cross-leverage approaches in the management of event portfolios is studied in depth.Design/methodology/approachThe study is divided into two phases. First, the Web of Science (WOS) and SCOPUS databases are searched using keywords. Once the selection of scientific studies that analyze the phenomenon of event portfolios has been obtained, an exhaustive review is carried out, allowing us to obtain novel findings on the field of study.FindingsThe work provides a classification of the portfolios of sports events analyzed in science considering the configuration (formal vs informal) and whether there is an integrated strategy. Second, the delimitation of the deficiencies and the most important aspects to be developed in sports-events portfolio management.Originality/valueThis study contributes with a summary of the main elements to consider when managing sports events portfolios. Moreover, the importance of integrated strategies is underlined, as well as the relevance of leveraging the strategies. The contributions are of interest in being a novel field with room for scientific development and with an eminently practical nature.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49008941","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The effects of high-tech cameras on sports consumers' viewing experiences: the moderating role of sports involvement","authors":"W. Jang, Young jun Kim, Kyungro Chang, Taehee Kim","doi":"10.1108/IJSMS-09-2020-0162","DOIUrl":"https://doi.org/10.1108/IJSMS-09-2020-0162","url":null,"abstract":"PurposeBased on the limited-capacity model of motivated mediated message processing (LC4MP), this study aims to examine the effects of different camera types on the viewing experiences of sports consumers and their intention to follow social media channels, depending on their level of sports involvement.Design/methodology/approachThe design for this experiment utilized 2 (highly involved vs less involved sports consumers) × 2 (high-tech vs non-high-tech cameras) between-subjects design. Overall, 289 US-based sports consumers participated in this experiment.FindingsThe results indicate that sports videos recorded by high-tech cameras lead to greater perceived novelty than those recorded by non-high-tech cameras, thus enhancing sports consumers' intention to follow social media channels, especially when consumers are highly involved with the target sports. However, sports consumers who are less involved with particular sports become distracted during their viewing experiences when high-tech cameras are used to broadcast games; these consumers' intentions to follow social media channels are not strengthened.Originality/valuePrevious studies have focused mainly on the positive effects of high-tech cameras on the viewing experiences of sports consumers. Based on the LC4MP, the authors extend the existing literature not only by examining the mechanism that underpins the positive effects of high-tech cameras, but also by identifying a situation where the use of high-tech cameras results in a negative viewing experience for sports consumers.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":"56 7-8","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41303969","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Effect of background music and hierarchy-of-effects in watching women's running shoes advertisements","authors":"Jun-Phil Uhm, Hyun-Woo Lee, Jin-wook Han, Dong-Kyu Kim","doi":"10.1108/IJSMS-09-2020-0159","DOIUrl":"https://doi.org/10.1108/IJSMS-09-2020-0159","url":null,"abstract":"PurposeThe purpose of this study is to examine the effect of background music on consumer's psychological and physiological responses when watching sports advertisements. We investigated how consumers' exposure to background music affects emotional arousal, attention, brand attitude and purchase intentions; and further tested consumers' information processing by using the same measures. Effects of music on viewer responses were hypothesized using arousal theory while the information processing was hypothesized using hierarchy-of-effects model.Design/methodology/approachWe employed a between-subjects experimental design with random assignment. Fifty-four participants were recruited with 27 in an experimental group and 27 in a control group. Quantitative electroencephalogram (qEEG) and self-report measures were used to assess information processing. A multivariate analysis of covariance was conducted to compare the mean differences of variables between the groups. Partial least squares algorithm and bootstrapping were performed to further explore the relationships among the measures.FindingsMean differences indicated that the background music exposed group's emotional arousal, attention, brand attitude and purchase intention were significantly higher than those of the non-exposure group. Path analysis showed that the level of arousal induced by watching sports advertisements affected attention, attention affected brand attitude and brand attitude affected purchase intention. Indirect paths from arousal to brand attitude and attention to purchase intention were significant.Originality/valueThis study provides practical implications for sports marketers regarding methods to increase the effectiveness of sport advertisement. Results might contribute theoretically to the sports advertisement field by demonstrating the relationship between physiological and marketing-effect factors. Our method of measuring physiological response using qEEG is also expected to influence physiological measurement in sports marketing.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45849138","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Transdisciplinary sport and physical activity development in urban real-world labs","authors":"H. Wäsche, R. Beecroft, Helena Trenks, Andreas Seebacher, O. Parodi","doi":"10.1108/IJSMS-05-2020-0081","DOIUrl":"https://doi.org/10.1108/IJSMS-05-2020-0081","url":null,"abstract":"PurposeThe aim of this paper is to present a research approach that can contribute to a sustainable development of urban spaces for sports and physical activity, comprising theoretical reflections and directions for applied research.Design/methodology/approachThis research builds on an urban real-world lab in a city district. It is based on principles of transdisciplinary research and intense processes of participation.FindingsFive projects with regard to sport and physical activity development were implemented. The projects resulted in exchange and learning of citizens and other stakeholders as well as transformations of the social and built environment.Research limitations/implicationsInstead of top-down research and planning this approach enables bottom-up processes in which affected citizens and stakeholders can contribute to sport and physical activity development.Practical implicationsThe approach can help to integrate sport and physical activity development and transformative processes of sustainable development in urban areas.Social implicationsThrough participation and involvement, citizens can be empowered and social capital can be generated.Originality/valueUrban real-world labs are a new approach for sport and physical activity development. This approach opens up the possibility to include sport and physical activity development in processes of city development. Hence, urban real-world labs are able to address an integrated urban and sport development process and can be used for city marketing purposes.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2021-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42034762","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}