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If the Cause Fits, Wear It: Jersey Sponsorship and the Role of Congruence, Articulation, and CSR-Linked Marketing 如果合适，就穿上它：球衣赞助和一致性、表达和CSR关联营销的作用
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2022-09-01 DOI: 10.32731/smq.313.0922.01
J. Graeber, Angeline Close Scheinbaum
{"title":"If the Cause Fits, Wear It: Jersey Sponsorship and the Role of Congruence, Articulation, and CSR-Linked Marketing","authors":"J. Graeber, Angeline Close Scheinbaum","doi":"10.32731/smq.313.0922.01","DOIUrl":"https://doi.org/10.32731/smq.313.0922.01","url":null,"abstract":"The aim is to advance the understanding of how brand-property congruence and articulation strategy influence the perception of jersey sponsorships and how consumer-level factors such as team identification affect sponsorship outcomes. Different types of fi t and sponsor categories were tested to determine the most effective type of fi t as determined by outcomes of attitude toward team and sponsor, sponsor patronage, and perceptions of team and sponsor social responsibility. With a pretest (n=154) and two experiments (n=169, n=172), results indicated sponsors with a functional-based fit with the team result in greater purchase intention than corporate sponsors with a schema-based congruence. However, sponsors that were schema-based showed better performance in driving fan attitude. The work adds to schema-congruity theory by examining multiple types of fi t in a new context of jersey sponsorships.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49458544","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
The Impact of CSR-CSI Domain Overlap on Attitude Toward the Sponsor 企业社会责任-企业社会责任领域重叠对赞助商态度的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2022-03-01 DOI: 10.32731/smq.311.0322.03
Taeahn Kang, Hirotaka Matsuoka
{"title":"The Impact of CSR-CSI Domain Overlap on Attitude Toward the Sponsor","authors":"Taeahn Kang, Hirotaka Matsuoka","doi":"10.32731/smq.311.0322.03","DOIUrl":"https://doi.org/10.32731/smq.311.0322.03","url":null,"abstract":"This research aimed to examine (1) the effect of domain overlap between CSR activity and Corporate Social Irresponsibility (CSI) (i.e., CSR strongly or weakly associated with CSI) on attitude toward the sponsor via CSR perception of sponsor and (2) the moderating effects of perceived firm-serving motive for CSR activity. The authors conducted two experiment studies: Study 1 tested the mediation model; Study 2 assessed the moderated mediation model. Participants reported a less positive attitude toward the sponsor when CSR was strongly associated with CSI (i.e., in the high CSR-CSI domain overlap) than when CSR was weakly associated with CSI (i.e., in the low CSR-CSI domain overlap). CSR perception of sponsor mediated the relationship between the CSR-CSI domain overlap and attitude toward the sponsor. The positive effect of the low CSR-CSI domain overlap was weakened when participants attributed firm-serving motives to the sponsor. The findings provided scientific contributions to sponsors with CSI.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47642973","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
All-Inclusive v. Partitioned Pricing in Sports: The Effects of Pricing Format on Ticket Purchasers’ Response 体育中的全包与分区定价：定价方式对购票者反应的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2022-03-01 DOI: 10.32731/smq.311.0322.02
Armin A. Marquez, Beth A. Cianfrone, S. Shapiro
{"title":"All-Inclusive v. Partitioned Pricing in Sports: The Effects of Pricing Format on Ticket Purchasers’ Response","authors":"Armin A. Marquez, Beth A. Cianfrone, S. Shapiro","doi":"10.32731/smq.311.0322.02","DOIUrl":"https://doi.org/10.32731/smq.311.0322.02","url":null,"abstract":"Sport organizers may employ one of two common pricing strategies—partitioned pricing (PP) and all-inclusive pricing (AIP)—to present the price of the ticket and associated fees to potential consumers. The study examines differences in spectators’ price recall, perceived value, and search intentions when purchasing tickets to attend a regular-season Major League Baseball game based on the pricing format experienced (PP v. AIP), as well as the moderating effect of price tier selected, and participants’ level of team identification on the impact of the pricing format. Findings point to both theoretical and managerial implications associated with the significant effect that the pricing strategy has on the outcome variables. Although the moderating effect of price tier and team identification were nonsignificant, both variables had a direct influence on the dependent variables considered.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41451890","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
The Influence of Non-Transactional Fan Engagement on Merchandise Consumption 非交易性粉丝参与对商品消费的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2022-03-01 DOI: 10.32731/smq.311.0322.04
Marcel Huettermann, Thilo Kunkel
{"title":"The Influence of Non-Transactional Fan Engagement on Merchandise Consumption","authors":"Marcel Huettermann, Thilo Kunkel","doi":"10.32731/smq.311.0322.04","DOIUrl":"https://doi.org/10.32731/smq.311.0322.04","url":null,"abstract":"The purpose of this research is to examine the impact of fan engagement on merchandise purchase intentions. We draw on existing fan engagement literature and focus on non-transactional fan engagement and its effects on merchandise purchasing as a single transactional fan engagement dimension. Data were collected from 206 season ticket holders (Study 1) and 520 fans of professional sports teams (Study 2) and analyzed using structural equation modeling. Findings show non-transactional fan engagement dimensions explain 51% (Study 1) and 60% (Study 2) of merchandise purchase intentions and consumption is driven by fan engagement dimensions related to the individual fan, rather than those dimensions that are influenced by others. This article contributes to the sports marketing literature by providing specific insights on the relationship between non-transactional fan engagement dimensions and merchandise consumption intentions. Thus, the findings have important implications for sport marketers as merchandise represents a crucial revenue stream of sport organizations.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43676917","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
Lead by Example: An Exploration of the Athlete Brand as a Role Model 以身作则：运动员品牌的榜样探索
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2022-03-01 DOI: 10.32731/smq.311.0322.05
Olzhas Taniyev, Brian S. Gordon
{"title":"Lead by Example: An Exploration of the Athlete Brand as a Role Model","authors":"Olzhas Taniyev, Brian S. Gordon","doi":"10.32731/smq.311.0322.05","DOIUrl":"https://doi.org/10.32731/smq.311.0322.05","url":null,"abstract":"Considering the academic literature regarding athlete brands as role models is largely fragmented, the present study contributed significantly to this evolving construct and our understanding of the impact superstar athletes have on their consumers. Specifically, the central aim of this exploratory study was to uncover the traits of the athlete brand as a role model from the perspective of the sport consumer. Thirty-one consumers of the athlete brand were purposefully selected to participate in semi-structured interviews. The interview data revealed four prevalent themes including personal attributes, community impact, idealized parental figure, and exemplar for other athletes.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45677924","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
Cut from the Same Cloth: An Examination of Attachment to College Football Coaches 一模一样:对大学橄榄球教练的依恋调查
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2022-03-01 DOI: 10.32731/smq.311.0322.06
Michael Mudrick, J. Fink
{"title":"Cut from the Same Cloth: An Examination of Attachment to College Football Coaches","authors":"Michael Mudrick, J. Fink","doi":"10.32731/smq.311.0322.06","DOIUrl":"https://doi.org/10.32731/smq.311.0322.06","url":null,"abstract":"With increased exposure on college athletics, coaches are often subject to augmented attention from fans. However, little research has focused on the drawing power that coaches exude as essential components of the sport product. Given the tenets of social identity theory, which focus on the value of group membership and the development of prototype characteristics and associated biases within a group and its leaders, it is reasonable to suggest that coaches induce fan attachment. Multiple regression analyses revealed that perceived congruence between the coach and prototype for the program was positively related to attachment to a coach. Team identification moderated that relationship. Additionally, attachment to a coach was positively related to behavioral intentions. These findings contribute to sport social identity research regarding preferred leadership characteristics. Practically, a demonstration of the salience of congruence between coach and perceived attributes related to program norms may serve as an integral marketing tool.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44704434","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
Toward a Better Understanding of Parent Versus Local Team Branding in Minor League Baseball 更好地理解美国职棒小联盟中的家长与地方球队品牌
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2022-03-01 DOI: 10.32731/smq.311.0322.01
M. Bernthal, Khalid Ballouli, Nicholas Nugent
{"title":"Toward a Better Understanding of Parent Versus Local Team Branding in Minor League Baseball","authors":"M. Bernthal, Khalid Ballouli, Nicholas Nugent","doi":"10.32731/smq.311.0322.01","DOIUrl":"https://doi.org/10.32731/smq.311.0322.01","url":null,"abstract":"This research examines the effects on team loyalty of two minor league branding strategies, naming the team after its parent major league team or naming it after the local community in which it exists. We propose a mediation model in which four constructs (i.e., team identification, social bonding, community group experience, and pride in place) mediate effects of brand type on team loyalty, predicting that local branding will generate stronger team loyalty through these constructs. We also propose that place identity moderates the mediating effect of each of these four constructs. Structural equation modeling was used to test the mediation model, and moderated mediation tests using the bootstrapping method were used to test the moderating effects of place identity. Results revealed support for the model, indicating partial mediation of brand type effects on team loyalty for each of the four constructs, as well as a moderating effect of place identity.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44513013","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
Better Together? Examining the Impact of Official Secondary Ticketing Partnerships on Consumers’ Attitudes and Behaviors 一起更好？考察官方二级票务合作伙伴关系对消费者态度和行为的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-12-01 DOI: 10.32731/smq.304.1221.03
Koo Yul Kim, Joris Drayer
{"title":"Better Together? Examining the Impact of Official Secondary Ticketing Partnerships on Consumers’ Attitudes and Behaviors","authors":"Koo Yul Kim, Joris Drayer","doi":"10.32731/smq.304.1221.03","DOIUrl":"https://doi.org/10.32731/smq.304.1221.03","url":null,"abstract":"To overcome the negative stigma due to their association with ticket fraud and price inflation, research has suggested secondary ticket market companies partner with professional sport leagues and teams. Moreover, such a partnership can increase revenues of the ticket market companies. However, additional research is needed to explore how official partnerships influence consumers’ attitudes and purchase intentions. Relevant findings clarify the mechanism through which official partnerships affect secondary ticket providers’ financial success and provide insight into consumers’ attitudes toward the ticket resale industry while informing the literature on the effectiveness of sponsorships. Th us, utilizing a multi-study design, the current research examines consumers’ perceptions of official partnerships and assesses their impact on purchase intentions. Also, given historical negative perceptions of the secondary ticket market, the current study investigates the mediating effects of perceived risk and the moderating effects of ticket price.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49250161","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
Developing and Validating a Venue Stimuli-Local Image Fit Scale 开发和验证场地刺激-地方形象匹配量表
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-12-01 DOI: 10.32731/smq.304.1221.04
Yongjin Hwang, Khalid Ballouli
{"title":"Developing and Validating a Venue Stimuli-Local Image Fit Scale","authors":"Yongjin Hwang, Khalid Ballouli","doi":"10.32731/smq.304.1221.04","DOIUrl":"https://doi.org/10.32731/smq.304.1221.04","url":null,"abstract":"Few studies in sport marketing have examined the formative role of venue stimuli in affecting sport spectators. As such, the fi eld currently lacks methodological direction for dealing with venue stimuli as a means to understand the sport spectator experience. Research is needed to inform academics and practitioners about the appropriate use and potential outcomes of venue stimuli, particularly as they relate to destination image and local place. Given the notable lack of investigation on this topic, this study was exploratory in nature, with the purposes of developing and validating a sport venue stimuli and local image fi t (SIF) scale. The development process of the SIF scale comprised the six stages of scale development recommended by previous scholars. Th e scale developed in this study provides a reliable and valid instrument designed to assess the extent to which sensory stimuli in the sport venue are congruent with local image, thus offering practitioners and academics a means to understand how inimitable elements of the local culture enrich the venue experience when they become intertwined with spectators’ sensory experience.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43423960","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 Predictive Analytics to Measure Effectiveness of Social Media Engagement: A Digital Measurement Perspective 使用预测分析来衡量社交媒体参与的有效性:数字测量视角
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-12-01 DOI: 10.32731/smq.304.1221.02
Heather Kennedy, Thilo Kunkel, Daniel C. Funk
{"title":"Using Predictive Analytics to Measure Effectiveness of Social Media Engagement: A Digital Measurement Perspective","authors":"Heather Kennedy, Thilo Kunkel, Daniel C. Funk","doi":"10.32731/smq.304.1221.02","DOIUrl":"https://doi.org/10.32731/smq.304.1221.02","url":null,"abstract":"As social media becomes an increasingly dominant and important component of sport organizations’ marketing and communication strategies, effective marketing measurement techniques are required. Using social media data of a Division I football team, this research demonstrates how predictive analytics can be used as a marketing measurement tool. A support vector machine model was compared to a standard linear regression with respect to accurately predicting Facebook posts’ total interactions. The predictive model was used as (i) a planning tool to forecast future post engagement based on a variety of post characteristics and (ii) an evaluation tool of a marketing campaign by providing accurate benchmarks to compare against achieved engagement metrics. Results indicated the support vector machine model outperformed the standard linear regression and the marketing campaign was unsuccessful in achieving its goals. This research provides a foundation for future use of predictive analytics in social media and sport management scholarship","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46533623","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: 4
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