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Determinants of Subscription Renewal Behavior in Sport Spectatorship Services: A CHAID Decision Tree Modeling Approach 体育观众服务续订行为的决定因素：CHAID决策树建模方法
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2023-06-01 DOI: 10.32731/smq.322.062023.03
Yonghwan Chang, C. Warren, Matthew S Katz
{"title":"Determinants of Subscription Renewal Behavior in Sport Spectatorship Services: A CHAID Decision Tree Modeling Approach","authors":"Yonghwan Chang, C. Warren, Matthew S Katz","doi":"10.32731/smq.322.062023.03","DOIUrl":"https://doi.org/10.32731/smq.322.062023.03","url":null,"abstract":"Attempts were made to identify the prioritized determinants of season ticket holders’ (STHs) renewal behavior. Also, grounded in the lens of luxury fever, we explored how the determinants are differently weighed and processed across two types of STHs, including regular (R-STHs) vs. premium seat holders (P-STHs). Through a partnership with a Big Ten athletic department, the attendance data were obtained and analyzed. This study adapted a decision tree modeling approach to predict renewal/churning behavior by setting learning decision rules in the CHAID algorithm, a supervised learning algorithm family. Results of this study indicate that discounted tickets, affordability, and entertainment were important determinants for R-STHs. By contrast, tenure as a ticket holder, game outcomes, and business use were significantly weighed for P-STHs. Recent attendance and exclusive benefits were important branches for both decision trees. Th is research expands the understanding of the subscription-based services industry by applying a fresh data mining approach.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42842244","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Which Fantasy Sports Players Will Bet on Sports? A Trait-Based Predictive Model of Fantasy Sport Players Engaging in Sports Betting 哪些梦幻体育玩家会在体育上下注?基于特征的幻想体育玩家参与体育博彩的预测模型
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2023-06-01 DOI: 10.32731/smq.322.062023.02
D. Houghton, Edward L. Nowlin, Doug Walker, Bryan T. McLeod
{"title":"Which Fantasy Sports Players Will Bet on Sports? A Trait-Based Predictive Model of Fantasy Sport Players Engaging in Sports Betting","authors":"D. Houghton, Edward L. Nowlin, Doug Walker, Bryan T. McLeod","doi":"10.32731/smq.322.062023.02","DOIUrl":"https://doi.org/10.32731/smq.322.062023.02","url":null,"abstract":"Fantasy sports is a favorite form of sports consumption, and sports betting is becoming increasingly more popular and accessible. Following the recent Supreme Court decision concerning legalization, many fantasy sports operators are now incorporating sports betting into their platforms to capitalize on this opportunity. However, little research examines the motivations behind why some fantasy players bet on sports while others do not. Using a trait-based model, we investigate the likelihood that fantasy sports players would also engage in sports betting, revealing that traits are predictive of sports betting behavior. Given that traits are not readily observable or easily accessible, a proxy model incorporating commonly available demographic variables is also specified and estimated. Support for our proxy model is found in the widely used proxy means test devised to identify and target those eligible for social programs. As a result, this research is both theoretically driven and actionable.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45708952","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Aggressive Motives and Fan Passion Across Different Types of Sports 不同运动类型的攻击性动机和球迷热情
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2023-06-01 DOI: 10.32731/smq.322.062023.06
C. Greenwell, Sin-Wook Yoo
{"title":"Aggressive Motives and Fan Passion Across Different Types of Sports","authors":"C. Greenwell, Sin-Wook Yoo","doi":"10.32731/smq.322.062023.06","DOIUrl":"https://doi.org/10.32731/smq.322.062023.06","url":null,"abstract":"On-field aggression can attract and entertain sport consumers. However, the promotion of aggression in sport has been controversial, as societal shift s raise questions about how much aggression in sport is appropriate. Therefore, this study seeks to better understand the relationship between on-fi eld aggression and fandom by examining how two motives (physical aggression and violence) predict sport fan passion for three categories of sports (limited-contact, full-contact, and combat). An online questionnaire was utilized to solicit responses from 540 adult sports fans. Overall, results of this study showed consumers’ physical aggression motive influenced sport fan passion for low-contact and full-contact sports except for ice-hockey. However, consumers’ violence motive influenced combat sport passion (i.e., boxing, MMA). Results inform marketers how aggression motivates consumers and how to market this type of content across different sports.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42027153","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Assessing Returns from New Sport Marketing Opportunities: The Case of NBA Jersey Sponsorships 评估新体育营销机会的回报：以NBA球衣赞助为例
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2023-03-01 DOI: 10.32731/smq.321.032023.04
J. Jensen, Brian R. Walkup, Adrien Bouchet
{"title":"Assessing Returns from New Sport Marketing Opportunities: The Case of NBA Jersey Sponsorships","authors":"J. Jensen, Brian R. Walkup, Adrien Bouchet","doi":"10.32731/smq.321.032023.04","DOIUrl":"https://doi.org/10.32731/smq.321.032023.04","url":null,"abstract":"One of the newest opportunities available to sport marketing decision-makers is branding on the game-worn jerseys of teams competing in the National Basketball Association (NBA). Given the novelty of this opportunity, research on the returns marketers may receive from such investments is scarce. This study applies the event study methodology to measure shareholder reaction to the announcements of NBA jersey sponsorships utilizing multiple financial models and event windows, with results indicating abnormal and positive return on investment (ROI). Reflective of signaling theory, the market’s reaction to announcements involving tech firms was more positive, and as expected based on the theoretical lens of agency theory, the reaction for firms with regional proximity was muted. Given that the NBA is one of several leagues that will be providing brand integration on game-worn jerseys, this study’s findings have important managerial implications for brand marketers planning investments in such opportunities.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46004605","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Predicting Ticket Holder No-Shows: Examining Differences Between Reported and Actual Attendance at College Football Games 预测持票者未到场：调查大学橄榄球赛报告和实际出席人数之间的差异
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2023-03-01 DOI: 10.32731/smq.321.032023.01
N. Popp, Jason M. Simmons, S. Shapiro, Nick Watanabe
{"title":"Predicting Ticket Holder No-Shows: Examining Differences Between Reported and Actual Attendance at College Football Games","authors":"N. Popp, Jason M. Simmons, S. Shapiro, Nick Watanabe","doi":"10.32731/smq.321.032023.01","DOIUrl":"https://doi.org/10.32731/smq.321.032023.01","url":null,"abstract":"Reported attendance for most sport events is based on tickets disseminated, not actual number of spectators who physically enter the venue. Yet nearly all live sport event demand studies are based on reported attendance rather than the actual attendance. The current study examines multiple measures of home game attendance for NCAA Division I college football programs as reported from both game box scores and post-event scanned ticket audits provided to The Wall Street Journal. Regression models are utilized to examine factors that have a statistically significant relationship with three different measures of attendance: (a) reported attendance, (b) actual attendance, and (c) total number of ticket holder no-shows. Several independent variables, included demographic factors, measures of game attractiveness, and residual preferences, demonstrated such relationships with each measure of attendance when examining ticket usage data from 595 game dates during the 2017 season.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42478385","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude toward Sponsor 球衣赞助中的视觉一致性：创造品牌色彩一致性对赞助商态度的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2023-03-01 DOI: 10.32731/smq.321.032023.02
Sung Wook (Sean) Son, Antonio S. Williams
{"title":"Visual Congruity in Jersey Sponsorship: The Effect of Created Brand-Color Congruity on Attitude toward Sponsor","authors":"Sung Wook (Sean) Son, Antonio S. Williams","doi":"10.32731/smq.321.032023.02","DOIUrl":"https://doi.org/10.32731/smq.321.032023.02","url":null,"abstract":"Despite its rapid growth and the forecast for its ubiquity, an academic investigation into jersey sponsorship is still limited. More importantly, although jersey sponsors today create visual congruity by modifying their logo colors on the jerseys to match the team colors, its role and impact remain unexplored. Thus, the current research examined the effect of created brand-color congruity on attitude toward the sponsor, paying particular attention to perceived sponsor support and team identification. Three experiments across two different league settings showed that created brand-color congruity was a significant predictor for both favorable sponsor attitudes and perceived sponsor support at all levels of team identification. Perceived sponsor support also positively influenced attitudes, confirming the indirect effect of created brand-color congruity. The findings provide theoretical and practical contributions to the marketing and sponsorship literature by signifying the importance of created visual congruity using brand colors.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47318354","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Using Experiments in Sport Consumer Behavior Research: A Review and Directions for Future Research 实验在体育消费行为研究中的应用:综述与未来研究方向
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2023-03-01 DOI: 10.32731/smq.321.032023.03
Y. Ko, D. Kwak, Eric Wonseok Jang, J. Lee, Akira Asada, Yonghwan Chang, Daehwan Kim, S. Pradhan, Semih Yilmaz
{"title":"Using Experiments in Sport Consumer Behavior Research: A Review and Directions for Future Research","authors":"Y. Ko, D. Kwak, Eric Wonseok Jang, J. Lee, Akira Asada, Yonghwan Chang, Daehwan Kim, S. Pradhan, Semih Yilmaz","doi":"10.32731/smq.321.032023.03","DOIUrl":"https://doi.org/10.32731/smq.321.032023.03","url":null,"abstract":"A growing number of sport consumer behavior scholars have been employing experimental methods, especially because experiments allow researchers to gain a better understanding of causal inferences by examining controlled conditions. The purpose of this paper is twofold: (1) to offer the current state of the adoption of experimental methods in sport consumer behavior research and (2) to discuss and highlight best practices that scholars can use when considering experimental designs. More specifically, we discuss methodological gaps existing in sport consumer behavior research by reviewing published sport consumer behavior articles in a content analysis. We also provide considerations to improve validity of empirical findings and outline the characteristics of well-designed experiments and how they can help advance theory development in the field. Ultimately, we offer practical recommendations and guidance to researchers wishing to use experiments in a wide array of research topics within sport consumer behavior.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70052749","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
The Effects of Self-Brand Connection and Self-Construal on Consumers’ Psychological and Behavioral Responses to Athlete Scandals 自我品牌连接和自我解释对消费者对运动员丑闻心理和行为反应的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2023-03-01 DOI: 10.32731/smq.321.032023.05
Akiko Arai, Y. Ko, Akira Asada, D. Connaughton
{"title":"The Effects of Self-Brand Connection and Self-Construal on Consumers’ Psychological and Behavioral Responses to Athlete Scandals","authors":"Akiko Arai, Y. Ko, Akira Asada, D. Connaughton","doi":"10.32731/smq.321.032023.05","DOIUrl":"https://doi.org/10.32731/smq.321.032023.05","url":null,"abstract":"Athlete scandals are of broad and current interest in the sport industry and literature. Based on brand relationship theory, the present research, consisting of Studies 1 and 2, concerns the effects of consumers’ self-brand connection to an athlete and their self-construal on their psychological and behavioral responses to an athlete scandal. The results of Study 1 (experiment) suggest that people with a strong self-connection to the athlete and interdependent self-construal experience a greater self-identity threat than people lacking these attributes. Study 2 (survey) reveals that people with a strong self-connection and interdependent self-construal are more likely to advocate for an athlete after a scandal. The results imply that some people maintain their support for an athlete involved in a scandal not necessarily because they are not influenced by scandal information but because they want to protect and restore their threatened self-worth.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42901539","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
An Analysis of Research Methods in Leading Sport Marketing Journals: A Call for Historical Research 主要体育营销期刊的研究方法分析:对历史研究的呼唤
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2023-03-01 DOI: 10.32731/smq.321.032023.06
Dylan Williams, Patrick Tutka, C. Seifried
{"title":"An Analysis of Research Methods in Leading Sport Marketing Journals: A Call for Historical Research","authors":"Dylan Williams, Patrick Tutka, C. Seifried","doi":"10.32731/smq.321.032023.06","DOIUrl":"https://doi.org/10.32731/smq.321.032023.06","url":null,"abstract":"General marketing scholars have advocated for historical research since the 1980s, leading to a substantial increase in history-based marketing articles. With general marketing embracing historical research, the present content analysis assesses leading sport marketing journals, their article methodologies, and the presence of any studies that utilize the historical method and/or incorporate historical or archival data for analysis. Comparatively, the present study shows sport marketing scholars primarily analyze the field through pure monomethod (i.e., quantitative or qualitative) approaches, but many researchers also use historical or archival data. With recent calls to improve sport-study through diversifying methodological choices, we suggest the historical method should be an attractive interdisciplinary alternative because it offers a distinct data collection and analytical approach capable of studying important questions. Further, historical research can advance theory, predict future patterns or trends, inform decision-making processes, and identify future research activity. Overall, we see an opportunity for more history-based scholarship in sport marketing journals.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45440197","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Assessment of the Service Quality Measurement Model for Youth Football Academies 青少年足球院校服务质量评价模型研究
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2022-12-01 DOI: 10.32731/smq.314.1222.05
Yuchen Shi, D. Pyun, A. E. Manoli
{"title":"Assessment of the Service Quality Measurement Model for Youth Football Academies","authors":"Yuchen Shi, D. Pyun, A. E. Manoli","doi":"10.32731/smq.314.1222.05","DOIUrl":"https://doi.org/10.32731/smq.314.1222.05","url":null,"abstract":"While football in China is experiencing great enthusiasm from the broad masses due to the unprecedented promotion from the government, to encourage more youth participations in this sport has become an essential for Chinese football revitalization. Under this circumstance, the youth football training industry has been highly capitalized as both foreign and domestic youth football academies have sprung up. Guided by service quality literature, it can be argued that understanding what aspects influence player’s perceived service quality evaluation are necessary to be competitive to gain and sustain youth players for youth football academies in the long-term. Presented herein is a multi-dimensional and hierarchical service quality conceptualization, including four primary dimensions: physical aspects, program, personnel, and personal development. A total of nine sub-dimensions were designed to support these four higher-order dimensions. Data were collected from youth players (n=543) at two youth football academies located in two cities in south-eastern China. In phase one of the study, an exploratory factor analysis was conducted to specify and confirm the factor structure of the proposed measurement scale. Phase two implemented the confirmatory factor analysis to further validate the revised model based on EFA results. Th e results provide support for internal reliability, convergent validity, and discriminant validity, with 46 items retained and two sub-dimensions (i.e., employee expertise and employee attitude) merged and relabeled as employee trustworthiness. This study made an initiative attempt to provide both theoretical and practical insights in terms of perceived service quality assessment in the context of youth football academies.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49475114","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
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