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Types of CSR Initiatives and Fans’ Social Outcomes: The Case of Professional Sport Organizations 企业社会责任倡议的类型与球迷的社会结果——以职业体育组织为例
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-06-01 DOI: 10.32731/smq.302.062021.06
Yoseph Mamo, Kwame J. A. Agyemang, D. Andrew
{"title":"Types of CSR Initiatives and Fans’ Social Outcomes: The Case of Professional Sport Organizations","authors":"Yoseph Mamo, Kwame J. A. Agyemang, D. Andrew","doi":"10.32731/smq.302.062021.06","DOIUrl":"https://doi.org/10.32731/smq.302.062021.06","url":null,"abstract":"While the burgeoning research on corporate social responsibility (CSR) indicates the importance of tracking the interest of external stakeholders to obtain societal goals, insight into what types of CSR activities contribute to social outcomes remain scarce. As such, the purpose of this study was to identify the relevant dimensions of CSR that can enhance the social outcomes of one specific group of external stakeholders (i.e., sport fans). Data were collected from US sports fans (n = 312) over the course of two weeks. The present research indicates that fans gain more excitement and happiness as well as increased their social cohesion if sport organization CSR initiatives are concentrating on sport governance, environmental management and sustain-ability, and philanthropy issues. Assessing the impact of CSR from micro-level approach would be one way to strengthen the relationship between existing fans and sport organizations to make positive social impact","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2021-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44643985","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: 3
Understanding the Lack of Team Identification Research in Women’s Sport 对女子体育团队认同研究不足的认识
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-03-01 DOI: 10.32731/SMQ.291.032021.05
Elizabeth B. Delia, Matthew S Katz, Cole G. Armstrong
{"title":"Understanding the Lack of Team Identification Research in Women’s Sport","authors":"Elizabeth B. Delia, Matthew S Katz, Cole G. Armstrong","doi":"10.32731/SMQ.291.032021.05","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.05","url":null,"abstract":"For decades, scholars have sought to understand individuals’ identification with sport teams. As a result, we have great knowledge of how team identification influences a variety of attitudinal and behavioral out-comes as well as the impact of identifying with a team on an individual’s sense of self. However, nearly all studies of team identification have dealt with men’s sport rather than women’s sport. The authors addressed this issue in the current study by using the Delphi technique to solicit expert opinion on the lack of team identification research in women’s sport, including reasons for the lack of research, the extent to which context matters in studying team identification, and potential contributions to the team identification literature by examining the concept in women’s sport settings. The authors conclude by discussing experts’ opinions, the extent to which some views may underpin the lack of research, and implications for future studies of team identification.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"1 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42214299","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
The Effect of Ownership Marketing Expertise on MLB Attendance and Digital Consumption 所有权营销专业知识对MLB出席率和数字消费的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-03-01 DOI: 10.32731/SMQ.291.032021.03
Ted Hayduk, M. Walker
{"title":"The Effect of Ownership Marketing Expertise on MLB Attendance and Digital Consumption","authors":"Ted Hayduk, M. Walker","doi":"10.32731/SMQ.291.032021.03","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.03","url":null,"abstract":"Scholarship has established that characteristics of a firm’s upper echelon affect firm-level outcomes in a range of industries. In professional sport, firms depend on live game attendance and, increasingly, the consumption of online content to generate local revenue. The ability to drive these two revenue streams depends on a franchise’s competencies in marketing, relationship management, and brand building. In this research, we speculate those competencies start at the top, i.e., with ownership. Using upper echelons theory (UET), we hypothesize that franchises with owners who have substantial marketing expertise are better able to drive attendance and online search traffic. Using a panel dataset of 30 teams over a 10-season period, we found that ownership expertise in marketing was generative of significantly more attendance but perhaps not significantly greater online traffic. The results are discussed in the context of UET, and implications for practitioners are presented.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48453890","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: 3
The Influence of Second Screen Multitasking on Sponsorship Effects 第二屏幕多任务处理对赞助效应的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-03-01 DOI: 10.32731/smq.301.032021.04
Sanghak Lee
{"title":"The Influence of Second Screen Multitasking on Sponsorship Effects","authors":"Sanghak Lee","doi":"10.32731/smq.301.032021.04","DOIUrl":"https://doi.org/10.32731/smq.301.032021.04","url":null,"abstract":"Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how multitasking influences sponsorship effects such as brand recall and attitude towards the brand. Data was collected from 203 participants who were randomly divided into three groups: no-multitasking, low-multitasking, and high-multitasking. In addition, sport involvement was also included in the study as a moderating variable. The results indicated that multitasking negatively influenced both sponsoring brand recall and attitude toward the brand. Sport involvement positively influenced only attitude toward the brand independently. Detailed explanations and business implications are provided.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"25 1","pages":"47-57"},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540843","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 Effect of Ownership Marketing Expertise on MLB Attendance and Digital Consumption 所有权营销专长对MLB上座率和数字消费的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-03-01 DOI: 10.32731/smq.301.032021.03
Ted Hayduk,Matthew Walker
{"title":"The Effect of Ownership Marketing Expertise on MLB Attendance and Digital Consumption","authors":"Ted Hayduk,Matthew Walker","doi":"10.32731/smq.301.032021.03","DOIUrl":"https://doi.org/10.32731/smq.301.032021.03","url":null,"abstract":"Scholarship has established that characteristics of a firm’s upper echelon affect firm-level outcomes in a range of industries. In professional sport, firms depend on live game attendance and, increasingly, the consumption of online content to generate local revenue. The ability to drive these two revenue streams depends on a franchise’s competencies in marketing, relationship management, and brand building. In this research, we speculate those competencies start at the top, i.e., with ownership. Using upper echelons theory (UET), we hypothesize that franchises with owners who have substantial marketing expertise are better able to drive attendance and online search traffic. Using a panel dataset of 30 teams over a 10-season period, we found that ownership expertise in marketing was generative of significantly more attendance but perhaps not significantly greater online traffic. The results are discussed in the context of UET, and implications for practitioners are presented.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"10 1","pages":"30-46"},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540844","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
Understanding the Lack of Team Identification Research in Women’s Sport 对女子体育团队认同研究缺失的认识
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-03-01 DOI: 10.32731/smq.301.032021.05
Elizabeth Delia,Matthew Katz,Cole Armstrong
{"title":"Understanding the Lack of Team Identification Research in Women’s Sport","authors":"Elizabeth Delia,Matthew Katz,Cole Armstrong","doi":"10.32731/smq.301.032021.05","DOIUrl":"https://doi.org/10.32731/smq.301.032021.05","url":null,"abstract":"For decades, scholars have sought to understand individuals’ identification with sport teams. As a result, we have great knowledge of how team identification influences a variety of attitudinal and behavioral out-comes as well as the impact of identifying with a team on an individual’s sense of self. However, nearly all studies of team identification have dealt with men’s sport rather than women’s sport. The authors addressed this issue in the current study by using the Delphi technique to solicit expert opinion on the lack of team identification research in women’s sport, including reasons for the lack of research, the extent to which context matters in studying team identification, and potential contributions to the team identification literature by examining the concept in women’s sport settings. The authors conclude by discussing experts’ opinions, the extent to which some views may underpin the lack of research, and implications for future studies of team identification.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"84 1","pages":"58-68"},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540845","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 Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation 标志变更对品牌忠诚度的影响及品牌再造态度与标志评价的作用
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-03-01 DOI: 10.32731/SMQ.291.032021.06
Antonio S. Williams, Sungwook Son, P. Walsh, Jin Park
{"title":"The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation","authors":"Antonio S. Williams, Sungwook Son, P. Walsh, Jin Park","doi":"10.32731/SMQ.291.032021.06","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.06","url":null,"abstract":"Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42243354","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: 8
The Influence of Second Screen Multitasking on Sponsorship Effects 第二屏幕多任务处理对赞助效应的影响
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-03-01 DOI: 10.32731/SMQ.291.032021.04
Sanghak Lee
{"title":"The Influence of Second Screen Multitasking on Sponsorship Effects","authors":"Sanghak Lee","doi":"10.32731/SMQ.291.032021.04","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.04","url":null,"abstract":"Sponsorship is a marketing communication tool used to increase brand awareness, brand attitudes, and sales. Sponsorship activities are realized through various media, but television has been the most important medium to deliver these activities to sport fans. More recently, however, the importance of television has been challenged via the widespread use of smartphones (i.e., second screen). Media multitasking (e.g., using a smartphone while watching television) has become a common phenomenon, and sponsorship exposure through television is affected. Therefore, this study examines how multitasking influences sponsorship effects such as brand recall and attitude towards the brand. Data was collected from 203 participants who were randomly divided into three groups: no-multitasking, low-multitasking, and high-multitasking. In addition, sport involvement was also included in the study as a moderating variable. The results indicated that multitasking negatively influenced both sponsoring brand recall and attitude toward the brand. Sport involvement positively influenced only attitude toward the brand independently. Detailed explanations and business implications are provided.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43718778","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
Branding a Professional Sport Team that Reenters the Same Marketplace: Stakeholders’ Perspectives 重新进入同一市场的专业运动队品牌:利益相关者的观点
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-03-01 DOI: 10.32731/SMQ.301.032021.01
François Rodrigue, Gashaw Abeza, Benoît Séguin, Eric MacIntosh
{"title":"Branding a Professional Sport Team that Reenters the Same Marketplace: Stakeholders’ Perspectives","authors":"François Rodrigue, Gashaw Abeza, Benoît Séguin, Eric MacIntosh","doi":"10.32731/SMQ.301.032021.01","DOIUrl":"https://doi.org/10.32731/SMQ.301.032021.01","url":null,"abstract":"This study explored stakeholders’ perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study’s purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners’ credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"30 1","pages":"3-15"},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47622662","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
How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions 企业社会责任和社会认同如何引导企业品牌资产——基于运动队作为品牌延伸的评价
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2021-03-01 DOI: 10.32731/SMQ.291.032021.02
Shang-Chun Ma, K. Kaplanidou
{"title":"How Corporate Social Responsibility and Social Identities Lead to Corporate Brand Equity: An Evaluation in the Context of Sport Teams as Brand Extensions","authors":"Shang-Chun Ma, K. Kaplanidou","doi":"10.32731/SMQ.291.032021.02","DOIUrl":"https://doi.org/10.32731/SMQ.291.032021.02","url":null,"abstract":"This study examines relationships among perceived corporate social responsibility (CSR), perceived team CSR, social identities, and corporate brand equity in the context of using Chinese professional baseball teams as brand extensions. Data from online surveys of Chinese Professional Baseball League (CPBL) consumers (N = 467) were analyzed using structural equation modeling and the SPSS macro PROCESS. Findings revealed that perceived CSR and perceived team CSR have a direct positive effect on corporate brand equity. The results also showed that consumer-company identity mediates the relationship between perceived CSR and corporate brand equity; the relationship between perceived team CSR and corporate brand equity is sequentially mediated by team identity and consumer-company identity. Beyond the CSR initiatives, city identity positively influenced corporate brand equity via team and consumer-company identity. Implications for fostering brand equity and brand values are discussed, focusing on using CSR and city identity as the means of positive influence.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49634938","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: 5
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