International Journal of Sports Marketing & Sponsorship最新文献

{"title":"The effect of articulated sports sponsorship on recall and visual attention to the brand","authors":"Manuel Alonso Dos Santos, M. J. Sánchez-Franco, Vicente Prado Gascó","doi":"10.1108/ijsms-11-2019-0129","DOIUrl":"https://doi.org/10.1108/ijsms-11-2019-0129","url":null,"abstract":"PurposeThe objective is to examine the influence of articulation on the effectiveness of sports sponsorship.Design/methodology/approachThis research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent) and sporting discipline (tennis, F1 and sailing).FindingsEven though the academic literature argues that articulation improves the indicators of performance, the authors have been unable to demonstrate that articulated sports posters have an influence on visual attention, congruence or recall. The results show that articulation diverts visual attention from the brand to the text, diminishing recall.Originality/valueThis is the first manuscript to use neurophysiological measures of the articulation effect. This is also the first manuscript that examines the differences in attention between articulated sponsorships based on their congruence.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-11-2019-0129","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43674701","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":"Transformative marketing: health and well-being of Special Olympic athletes","authors":"B. McCullough, Galen T. Trail","doi":"10.1108/ijsms-04-2020-0046","DOIUrl":"https://doi.org/10.1108/ijsms-04-2020-0046","url":null,"abstract":"PurposeTransformative marketing provides a way to encourage positive behaviors. This approach can be applied to community intervention organizations, such as the Special Olympics. Such organizations bring services to provide activity, healthy eating, proper healthcare and caretaker education. This study examines one campaign of the 2018 Special Olympics USA Summer Games focusing on health and wellness.Design/methodology/approachThe authors surveyed caretakers about these campaigns including their attitudes toward health and wellness and other basic psychographics (i.e. needs/values) to inform a transformative marketing campaign directed to engaging the caretakers.FindingsThe hierarchical regression shows us is that all the variables combined explain 26.9% of intentions to help their athlete eat as healthily as possible, with needs/values explaining the most variance, even after all of the other variables are in the model. The authors discuss their results and the practical applications of their findings to improve transformative marketing campaigns to achieve desirable social outcomes through the Special Olympics.Originality/valueThe authors identified what variables uniquely contributed to the intention by caretakers of ID athletes to engage in health and wellness campaigns that benefit their athletes. Future research can apply the results to developing similar sustainability (environmental, social or economic) campaigns using transformative marketing perspectives that will more positively benefit target markets in and through sport.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-04-2020-0046","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49271457","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":"Influence of gamification on perceived self-efficacy: gender and age moderator effect","authors":"A. I. Polo-Peña, Dolores M. Frías-Jamilena, M. L. Fernández-Ruano","doi":"10.1108/ijsms-02-2020-0020","DOIUrl":"https://doi.org/10.1108/ijsms-02-2020-0020","url":null,"abstract":"PurposeIn advanced societies, lifestyles are increasingly sedentary, and it is important to identify strategies to help people acquire healthy habits, such as exercise. The present study proposes the use of gamification as a strategy for encouraging users to exercise regularly, based on the possibilities offered by “smart” devices such as smartbands.Design/methodology/approachThe work analyzes how individuals experience their participation in a gamification program, on the premise that it should provide an experience that is intrinsically motivating and fun. Also the moderator effect of the gender and age on the relationship between their experience of participating in a gamification program and perceived self-efficacy.FindingsThe results show that individuals' experience of participating in a gamification program exerts a positive influence on their perceived self-efficacy in the practice of sport or exercise. The study also finds that the variables “gender” and “age” moderate the relationship between their experience of participating in a gamification program and perceived self-efficacy, such that it exerts a greater influence on women and older people.Practical implicationsThe practical implications for the professionals and institutions involved in promoting the adoption of regular sport and exercise in society are about taking advantage of the potential of wearable technology such as smartbands. The present study finds that the use of gamification for encouraging people to adopt regular physical activity is more effective for women than for men, and for older people than for younger users.Originality/valueThe findings of this study provide a better understanding of whether gamification is an appropriate strategy for helping participants to perceive themselves as having greater self-efficacy in their chosen sport or exercise, taking into account the moderating effect of participant gender and age.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-08-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-02-2020-0020","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44932492","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":"Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League","authors":"G. Kamath, Shirshendu Ganguli, Simon George","doi":"10.1108/ijsms-01-2020-0008","DOIUrl":"https://doi.org/10.1108/ijsms-01-2020-0008","url":null,"abstract":"PurposeThis paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender.Design/methodology/approachData were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM).FindingsAttachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study.Practical implicationsThis study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands.Originality/valueThis is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-01-2020-0008","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48103507","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":"Image congruence between sports event and host city and its impact on attitude and behavior intention","authors":"Yinghui Zhang, Euisoo Kim, Zunming Xing","doi":"10.1108/ijsms-03-2020-0040","DOIUrl":"https://doi.org/10.1108/ijsms-03-2020-0040","url":null,"abstract":"PurposeImage congruence is one central metrics that significantly influences image transfer. Nevertheless, studies on impact of image congruence on consumers' attitudinal and behavioral components in the context of sport tourism remain few. Therefore, this study aims to investigate the relationship among image congruence between sport event and host city, spectators' attitude toward the event and city and their intention to revisit and recommend the event and city. A mediating role of attitude in the relationship between image congruence and behavioral intention was also examined.Design/methodology/approachThe study selected non-local spectators of the F1 Chinese Grand Prix and Shanghai ATP Masters 1000 as the participants. A total of 491 valid questionnaires were obtained from the survey of two events, including 222 from F1 Chinese Grand Prix and 269 from Shanghai ATP Masters 1000. Among respondents, 360 were Chinese spectators from other regions (73.3%) and 131 were international spectators (26.7%). The data were analyzed via descriptive statistics, correlations, factor analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), hierarchical regression analysis and ANOVA.FindingsThe results showed that image congruence between sports event and host city had a positive impact on spectators' attitude toward and intention to recommend the city; but it had no significant impact on attitude toward event, intention to revisit and recommend the event and intention to revisit the city. Attitude toward event had a positive impact on intention to revisit and recommend the event, and attitude toward host city had a positive impact on intention to revisit and recommend the city. In addition, attitude toward host city fully mediated the relationship between image congruence and intention to recommend the city.Originality/valueThe current study provides a meaningful contribution to the existing literature by examining the impact of image congruence on spectators' attitudinal and behavioral components in the context of sport tourism.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-03-2020-0040","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44375492","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 impact of consumer knowledge on profitable consumer loyalty through perceived service quality and psychological involvement in non-profit sport clubs","authors":"M. Behnam, D. Pyun, J. Doyle, Vahid Delshab","doi":"10.1108/ijsms-03-2020-0039","DOIUrl":"https://doi.org/10.1108/ijsms-03-2020-0039","url":null,"abstract":"Purpose: The purpose of this research was to test the influence of consumer knowledge management on attitudinal and behavioral loyalty through service quality and psychological involvement. Design/methodology/approach: The participants (N = 396) were recruited through a convenience sampling technique from non-profit sport clubs in Iran. Data were analyzed with the Structural Equation Modeling using Mplus 7.4. Findings: The results revealed that the effects of service quality on psychological involvement were dependent on consumer knowledge management. Furthermore, there were the mediating effects of service quality and psychological involvement in the relationships between the consumer knowledge management and loyalty. Practical implications: The research findings provide valuable insights for non-profit sport club managers seeking to better attract and retain their consumers by demonstrating the importance of investing in consumer knowledge management initiatives. Managers should thus integrate knowledge orientation into their marketing and relationship management strategies and apply the strategy into consumer knowledge within club services. Originality/value: This study empirically highlights the important role of knowledge from, for and about the consumer on perceived service quality and loyalty building among the non-profit consumer base.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-03-2020-0039","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46023654","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":"Does the legacy governance of major sporting events affect urban development? The stakeholder's perspectives on the Taipei 2017 Universiade","authors":"Huei-Fu Lu, Huei-Wen Lin","doi":"10.1108/ijsms-02-2020-0022","DOIUrl":"https://doi.org/10.1108/ijsms-02-2020-0022","url":null,"abstract":"PurposeMajor sporting events (MSEs) have always contributed to sustainable change. Many owners and organizers of MSEs have gradually institutionalized the governance of sporting events legacies. International sports organizations and past studies currently have a vision for sporting event legacies. However, a specific legacy governance system has not been developed. Thus, this study explores stakeholder's perspectives of post-event effects and the legacy governance strategies for Taipei 2017 Universiade (TU).Design/methodology/approachThe representatives of the various stakeholders of the TU are selected and an in-depth interview approach employed. Archival material, including official organizing documents and information from the TU website, is used to increases the reliability of the results.FindingsThe benefits of MSEs are not always long-lasting. The TU has created a significant breakthrough for Taipei City, and its successful hosting has raised the image of the city and strengthened its infrastructure and national identity. Thus, the TU must leave sustainable legacies to benefit society and urban development.Research limitations/implicationsAlthough the study has revealed diverse perspectives from the representatives of stakeholder groups and highlighted the uniqueness and future directions of legacy governance that the TU has produced and learned, the findings may not be fully applicable or replicated in other cities or small countries, especially given Taiwan's international political status. For further study, a systematic model can be constructed to more accurately analyze the interconnected relationship to determine the extent to which various MSE legacies are regarded as “successful” governance, and other significant aspects should be incorporated into the model as a basis for comparing traditional legacy assessment.Practical implicationsThis study developed a theoretical account of legacies and their relevance to MSEs, thus emphasizing that, in addition to “hard legacies” (concrete infrastructure or athletes' village), hosting the TU has established “soft legacies” (memories enshrined in the public's consciousness). Regarding the Taipei city government, the sustainable strategies of legacy governance after learning from the hosting experience are probably more complex. Nonetheless, hosting MSEs has been regarded as a crucial medium for urban development across the globe. It would be helpful to further this line of inquiry via the TU stakeholder perspectives regarding legacy governance concerns.Originality/valueThe study contributes to the literature by proposing feasible directions of legacy governance for a host city. As Taiwanese are concerned, the political legacy has the most profound influence among all types of the legacies generated by the TU. The followed is the infrastructure legacy, which can be utilized as the core of the sustainable development strategies of the legacy governance, thereby expanding the post-event governanc","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-02-2020-0022","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48031682","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":"Spectator satisfaction model for mass participant sport events: antecedents and consequences","authors":"Yanling Duan, Bing Liu","doi":"10.1108/ijsms-09-2019-0104","DOIUrl":"https://doi.org/10.1108/ijsms-09-2019-0104","url":null,"abstract":"PurposeThe purpose of this paper is to propose and examine an integrated model of spectator satisfaction in mass participant sport events.Design/methodology/approachThe Wuhan marathon, held in the middle of China, was selected serve for the study to examine the antecedents and consequences of spectator satisfaction at mass participant sport events. Data were collected from 956 spectators of the event on the day of the race. Structural equation modeling was used to examine the research model proposed by this study.FindingsStructural equation modeling results indicate the following. First, the event image and perceived social impact of the event are important predictive factors of spectator satisfaction. Second, spectator satisfaction is positively associated with behavioral intentions toward the event and the sponsors' product. Third, spectator satisfaction plays a significant mediating role between the antecedents and consequences; specifically, compared to perceived social impacts of the event, event image has greater indirect effects on both event-related behavioral intentions and event sponsors' products.Originality/valueUntil now, there has not been an integrated research study on the sport spectator satisfaction model in the context of mass participant sport events. This paper thus extends the understanding of the spectator satisfaction in the context of mass participant sport events, and the findings provide valuable implications for holding cities and event organizers of mass participant sport events in emerging countries.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-09-2019-0104","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42822761","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 impact of corruption on sport demand","authors":"C. Amenta, P. D. Betta","doi":"10.1108/ijsms-01-2020-0004","DOIUrl":"https://doi.org/10.1108/ijsms-01-2020-0004","url":null,"abstract":"PurposeThe article presents an empirical analysis that evaluates the effects of a systemic corruption scandal on the demand in the short and the long run. In 2006, the Calciopoli scandal uncovered the match rigging in the Italian soccer first division. The exemplary sportive sanction of relegating the primary culprit to the second division imposed further negative externalities on the other clubs. Should we prefer the sportive sanction on the team or the monetary fines for the club?Design/methodology/approachWe estimated two log-linear models of the demand side (stadium attendance) using a fixed effect estimator, on two panel data set made of all the Italian soccer clubs in the first and second division (Serie A and Serie B) for the seasons 2004/2005 to 2009/2010, considering the relegation of the Juventus as the event which impacted the demand for soccer.FindingsRelegating Juventus to Serie B caused an immediate decrease of 18.4% in the attendance for all the teams, both in Serie A and in Serie B, for the three seasons considered, and 1% decrease when all the seasons are considered to measure the fallout of the scandal on the fans' disaffection.Originality/valueThe effect of corruption in sport on demand is an important issue, and there are few studies already published. As for sports economics and management, our results are of interest for sport-governing bodies – as a case study that can help in designing a more effective sanctioning system to prevent corruption episodes.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-01-2020-0004","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44295166","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":"Insights into customer experience in sports retail stores","authors":"Elisabeth Happ, Ursula Scholl-Grissemann, M. Peters, M. Schnitzer","doi":"10.1108/ijsms-12-2019-0137","DOIUrl":"https://doi.org/10.1108/ijsms-12-2019-0137","url":null,"abstract":"Offline retail stores have been working on improving their in-store customer experience; they have begun to realise the physical advantage they have over online channels. Especially sports products have a number of unique features, such as high emotional involvement or a sense of community; additionally, sports customers put emphasis on multisensory brand experience at the point of sale. This study examines the in-store customer experience (ISCX) in offline sports retail stores, taking into account the commercial uniqueness of sport.,A qualitative study (focus groups; n = 16) and quantitative survey (cross-sectional survey design; n = 238) were conducted to measure ISCX in sports retail stores.,The results suggest that the customers' in-store experience has a significant influence on customers' satisfaction with the sports retailer and their likeliness to recommend the store to friends, which, in turn, is significantly affected by customers' satisfaction with the retailer. Moreover, social responses to actors involved in the service encounter, for example, the interaction with employees, play a significant role for the customer in-store experience. Accordingly, sports customers strive not only for functional benefits inherent in the interaction with customers and employees but also for social benefits.,This study extends the knowledge by (1) replicating the ISCX scale, (2) analysing ISCX in a sports retail environment and (3) examining the influence of ISCX on the Net Promoter Score. Moreover, the findings support managers' know-how about in-store setting and help to maintain the customer relationship.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":" ","pages":""},"PeriodicalIF":2.2,"publicationDate":"2020-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-12-2019-0137","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48959783","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}