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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.301.032021.06
Antonio Williams,Sungwook Son,Patrick Walsh,Jin Park
{"title":"The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation","authors":"Antonio Williams,Sungwook Son,Patrick Walsh,Jin Park","doi":"10.32731/smq.301.032021.06","DOIUrl":"https://doi.org/10.32731/smq.301.032021.06","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":"10 1","pages":"69-81"},"PeriodicalIF":1.5,"publicationDate":"2021-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138540827","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
Investigating Sport Fan Attitudes Towards Tanking: Th e Role of Values-Based Connections 调查体育迷对Tanking的态度：基于价值观的联系的作用
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2020-12-01 DOI: 10.32731/smq.294.122020.02
K. Aiken, A. Sukhdial, R. Campbell, A. Kent
{"title":"Investigating Sport Fan Attitudes Towards Tanking: Th e Role of Values-Based Connections","authors":"K. Aiken, A. Sukhdial, R. Campbell, A. Kent","doi":"10.32731/smq.294.122020.02","DOIUrl":"https://doi.org/10.32731/smq.294.122020.02","url":null,"abstract":"While previous research has found support for the existence of tanking in professional sport, attitudinal complexities surrounding the phenomenon have yet to be investigated. This study utilized Amazon’s Mechanical Turk service to obtain a national sample of National Basketball Association (NBA) fans. The sample contained fans of all thirty NBA teams. Respondents provided data regarding their overall attitudes toward tanking as well as their underlying old school values, time-oriented values, and ethics-based values. Results indicate that fans have a relatively strong dislike for perceived tanking and that a team’s win-loss record has very little influence on fans’ generally negative attitudes. Furthermore, these attitudes appear to be guided by fan values.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"29 1","pages":"256-268"},"PeriodicalIF":1.5,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49068626","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
Team Identification and Negotiation: A Mediated-Moderation Model of Constraints, Motivation, and Sport Consumption 团队认同与协商：约束、动机和体育消费的中介调节模型
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2020-12-01 DOI: 10.32731/smq.294.122020.04
K. Byon, C. Salge, T. Baker, Charles W. Jones
{"title":"Team Identification and Negotiation: A Mediated-Moderation Model of Constraints, Motivation, and Sport Consumption","authors":"K. Byon, C. Salge, T. Baker, Charles W. Jones","doi":"10.32731/smq.294.122020.04","DOIUrl":"https://doi.org/10.32731/smq.294.122020.04","url":null,"abstract":"The purpose of the current study was to examine (a) the mediating effect of negotiation on the relationship between fans’ motivations and constraints to consume sport and to (b) investigate the moderating role of team identification in a sport consumption model of motivation, constraints, and negotiation. Using two datasets from various college athletics stakeholders (i.e., students, alumni, and non-college associated fans) at a large university in the southeastern United States. Our analyses using structural equation modeling show that negotiation mediates the relationship between motivation and sport consumption for both die-hard and fair-weather fans. We also find that negotiation mediates the relationship between constraints and sport consumption with the effect being significant for fair-weather fans only. Our study sheds light on sport consumption as it relates to fans’ motivation to negotiate constraints in order to consume sport. Specifically, we extend current understanding on how different fans negotiate constraints to consume sport. Marketers can use our findings to design campaigns that focus on providing different fans with a variety of incentives to consume sport.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"29 1","pages":"282-295"},"PeriodicalIF":1.5,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49315023","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
Th e Eff ect of Attribution on Athlete Scandals: Consumer Responses toward Scandalized Athletes and Endorsements 归因对运动员丑闻的影响：消费者对丑闻运动员的反应和认可
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2020-12-01 DOI: 10.32731/smq.294.122020.03
Daehwan Kim, Y. Ko, J. Lee, Shintaro Sato
{"title":"Th e Eff ect of Attribution on Athlete Scandals: Consumer Responses toward Scandalized Athletes and Endorsements","authors":"Daehwan Kim, Y. Ko, J. Lee, Shintaro Sato","doi":"10.32731/smq.294.122020.03","DOIUrl":"https://doi.org/10.32731/smq.294.122020.03","url":null,"abstract":"The purpose of the current study, drawing on attribution theory, was to investigate consumers’ attribution process and its impact on their responses to a scandalized athlete and endorsement. The results of the experiment indicate that the distinctiveness of an athlete scandal prompts external attribution while having a negative impact on internal attribution. Additionally, the consistency of an athlete scandal triggers internal attribution. Moreover, the results show that internal (external) attribution has direct negative (positive) impact on attitude toward the scandalized athlete. Lastly, the results show that consumers’ attribution type indirectly determines the consumer responses toward the troubled athlete and endorsement perception. Findings of the current study provide empirical evidence to explain what informational cues consumers utilize when making causal inferences and how such causal inferences subsequently affect the consumer responses. Th e current study also provides marketing managers with useful implications to make informed decisions in the athlete transgression context.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"29 1","pages":"269-281"},"PeriodicalIF":1.5,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49350673","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
Exploring the Explicit and Implicit Appeal of Retro Sport Logos 探索复古运动标志的显性和隐性吸引力
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2020-12-01 DOI: 10.32731/smq.294.122020.05
B. Dwyer, Zach Scola, Joris Drayer
{"title":"Exploring the Explicit and Implicit Appeal of Retro Sport Logos","authors":"B. Dwyer, Zach Scola, Joris Drayer","doi":"10.32731/smq.294.122020.05","DOIUrl":"https://doi.org/10.32731/smq.294.122020.05","url":null,"abstract":"The current multi-study examination explored explicit and implicit appeal of a prominent form of retro sport marketing: retro team logos. Study 1 utilized the stimuli-organism-response framework to test preference differences between those offered team merchandise with a retro logo and those offered the same merchandise with the current logo. Statistically significant preference differences were not uncovered, yet it was found that previous exposure to the retro logo negatively impacted preference of the retro logo. Based on these results, Study 2 utilized an implicit association test to assess the style appeal of retro and current logos. This assessment, once again, found no difference in the explicit preference for the retro and current logos, yet an implicit bias of freshness toward the current logo and outdatedness toward the retro logo was found. Together, the results provide preliminary evidence of the ephemeral impact of retro team logos within a professional sports context.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"29 1","pages":"296-307"},"PeriodicalIF":1.5,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45137474","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
An Inquiry into the Effectiveness of an In-Game Sponsorship Activation Experience on Sponsorship Awareness and Share of Wallet 游戏内赞助激活体验对赞助意识和钱包份额的影响研究
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2020-12-01 DOI: 10.32731/smq.294.122020.01
T. Hickman
{"title":"An Inquiry into the Effectiveness of an In-Game Sponsorship Activation Experience on Sponsorship Awareness and Share of Wallet","authors":"T. Hickman","doi":"10.32731/smq.294.122020.01","DOIUrl":"https://doi.org/10.32731/smq.294.122020.01","url":null,"abstract":"This article explores the impact of an In-Game Sponsorship Activation Experience (SAE) on its ability to promote sponsorship awareness and share of wallet gains for the sponsoring brand of a college basketball team. The term In-Game SAE is introduced to the literature and is defined as entertainment featuring the sponsoring brand that occurs during a game, which allows for voluntary fan participation. In addition, three other sponsors of the same team are studied that did not utilize an In-Game SAE. Results indicate that an In-Game SAE elevates awareness and share of wallet among attendees as compared to the television audience. These differences were not found for sponsors that lacked an In-Game SAE. Th ese results suggest an In-Game SAE creates memorability with attendees that translates into marketplace support. Additionally, the study finds that general purchase intentions and team identification are unreliable predictors of sponsorship awareness.","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"29 1","pages":"243-255"},"PeriodicalIF":1.5,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42558274","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
Losing Weight with Charles and Dan: Examining Potential Liability for Endorser Claims in Weight Loss Advertisements 与查尔斯和丹一起减肥:检查减肥广告中代言人索赔的潜在责任
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2020-06-01 DOI: 10.32731/smq.292.062020.05
Natasha T. Brison, A. Pickett, Katie M. Brown
{"title":"Losing Weight with Charles and Dan: Examining Potential Liability for Endorser Claims in Weight Loss Advertisements","authors":"Natasha T. Brison, A. Pickett, Katie M. Brown","doi":"10.32731/smq.292.062020.05","DOIUrl":"https://doi.org/10.32731/smq.292.062020.05","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45493778","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
Modeling Environmental Antecedents of Online Word-of-Mouth on Team Social Media: A Perspective of Information Value 基于信息价值视角的团队社交媒体网络口碑环境前因建模
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2020-06-01 DOI: 10.32731/SMQ.292.062020.01
Jerred Junqi Wang, N. D. Pifer, G. Scremin, James J. Zhang
{"title":"Modeling Environmental Antecedents of Online Word-of-Mouth on Team Social Media: A Perspective of Information Value","authors":"Jerred Junqi Wang, N. D. Pifer, G. Scremin, James J. Zhang","doi":"10.32731/SMQ.292.062020.01","DOIUrl":"https://doi.org/10.32731/SMQ.292.062020.01","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43158695","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
Sport Brand Positioning Strategies and Position-Congruity on Financial Performance 体育品牌定位策略与财务业绩的位置一致性
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2020-06-01 DOI: 10.32731/smq.292.062020.03
J. L. Lee, Won June, D. Farr
{"title":"Sport Brand Positioning Strategies and Position-Congruity on Financial Performance","authors":"J. L. Lee, Won June, D. Farr","doi":"10.32731/smq.292.062020.03","DOIUrl":"https://doi.org/10.32731/smq.292.062020.03","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46371972","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
An Assessment of Fans' Willingness to Pay for Team's Environmental Sustainability Initiatives 球迷为球队环境可持续发展计划付费意愿的评估
IF 1.5 4区 管理学
Sport Marketing Quarterly Pub Date : 2020-06-01 DOI: 10.32731/smq.292.062020.04
G. Greenhalgh, Joris Drayer
{"title":"An Assessment of Fans' Willingness to Pay for Team's Environmental Sustainability Initiatives","authors":"G. Greenhalgh, Joris Drayer","doi":"10.32731/smq.292.062020.04","DOIUrl":"https://doi.org/10.32731/smq.292.062020.04","url":null,"abstract":"","PeriodicalId":47293,"journal":{"name":"Sport Marketing Quarterly","volume":"29 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2020-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43515589","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
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