International Journal of Sports Marketing and Sponsorship最新文献

{"title":"The impact of doping scandals on on-site spectator satisfaction at major sport events","authors":"Martin Schnitzer, Sarah Piller, Monica Nadegger, Julia Staudegger, Jason Bocarro, Michael Barth","doi":"10.1108/ijsms-02-2024-0036","DOIUrl":"https://doi.org/10.1108/ijsms-02-2024-0036","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study analyzes whether a doping scandal occurring during a global major sport event has an impact on on-site spectator satisfaction.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The investigation was conducted among 896 on-site event spectators attending a minimum of one event at the Nordic Ski World Championships 2019. Furthermore, five members of the organizing committee were retrospectively interviewed about how they judged the doping scandals’ impact on the perception of the event and its organization.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results revealed that the scandal did not affect the spectators’ satisfaction and perception of the event. Nevertheless, the doping scandal was mentioned as a lowlight after becoming public.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Even though the doping scandal did not affect spectator satisfaction, such undesirable situations should be avoided as best as possible and form part of the event organizer’s comprehensive risk management and communication strategy.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>It can be concluded that spectator satisfaction remained quite stable while any negative impacts, if not directly affecting the spectator, seemed to be considered as somehow “part of the event.”</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"25 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2025-01-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142967842","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Generative A.I. in sport advertising: effects of source-message (in)congruence, model types and A.I. awareness","authors":"J. Lucy Lee, Si Hoon Choi, Suzy Jeong, Namho Ko","doi":"10.1108/ijsms-06-2024-0147","DOIUrl":"https://doi.org/10.1108/ijsms-06-2024-0147","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of the study was to investigate the effects of artificial intelligence (A.I.) awareness, advertisement models and source-message incongruence on consumer evaluations of A.I.-generated advertisements. It explores how these factors interact in shaping consumer perceptions and advertising effectiveness.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A 2 (source-message (in)congruence: incongruent vs. congruent) x 3 (A.I. awareness: unawareness, pre-advertisement, post-advertisement) x 3 (advertisement model: traditional human, virtual human, digital twin) between-subjects design was employed in this study. Using stratified random sampling, a total of 231 undergraduate students were recruited from course groups and randomly assigned to one of nine experimental treatments, each involving the viewing of a specific A.I.-generated advertisement followed by a survey. Data were analyzed using two-way ANCOVA and regression analyses, controlling for participants' involvement in sports and brand.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results indicated that A.I. awareness timing, advertisement model types and source-message incongruence significantly affected consumer evaluations of advertisements. A.I. awareness generally had a positive impact on evaluations, with the most favorable outcomes when awareness of the A.I.-generated nature occurred after viewing the advertisement. Virtual human models were rated the lowest, while digital twin and traditional human models received similarly positive evaluations. Source-message incongruence negatively influenced evaluations. An interaction effect was observed between A.I. awareness timing and advertisement model types under high source-message incongruence, where virtual human models showed the highest effectiveness when A.I. awareness occurred after viewing.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Given that sports are characterized by the transcendence of human limitations and the emphasis on physical and emotional challenges – elements that A.I. cannot replicate – it is essential to examine how sports consumers perceive A.I., which, despite offering efficiency and personalization advantages, contrasts with the fundamentally human nature of athletic performance. This research contributes to the literature on A.I.-generated advertising by uniquely investigating the interaction between A.I. awareness timing and advertisement model types within the context of source-message incongruence. It offers critical insights for practitioners and researchers on strategically timing A.I.-generated ad disclosures and selecting appropriate advertisement models to optimize their effectiveness. By addressing these underexplored variables, the study enhances understanding of consumer perceptions and provides a foundation for more effective A.I. integration in advertising practices.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"88 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2025-01-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142968194","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Gamers’ gratifications and continuous intention to play eSports: the mediating role of gamers’ satisfaction-a PLS-SEM and NCA study","authors":"Muhammad Shahzeb Fayyaz, Amir Zaib Abbasi, Rehan Ahmad, Muhammad Hamza Qummar, Rodoula H. Tsiotsou, Saqib Mahmood","doi":"10.1108/ijsms-03-2024-0068","DOIUrl":"https://doi.org/10.1108/ijsms-03-2024-0068","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the relationship between different hedonic (e.g. enjoyment and escapism) and utilitarian (e.g. achievement and challenge) gratifications and continuous intention to play eSports, considering the mediating role of gamer’s satisfaction. Uses and Gratification theory (U&amp;G) has been employed as the study’s theoretical framework.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The present study used a survey research method and a self-administered questionnaire to collect the data. The data was gathered on-site from students of three universities in Pakistan’s Islamabad and Rawalpindi regions. Study respondents involved people from Gen Z and Gen Y aged between 18 to 25 and 26 to 40. A total of 401 responses were evaluated using the partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The PLS-SEM findings evidence that eSports players’ hedonic (e.g. enjoyment and escapism) and utilitarian (e.g. challenge) gratification positively impact gamers’ satisfaction, which subsequently drives eSports gamers’ continuance intention behavior. Furthermore, gamers’ satisfaction positively mediated the relationship between gratifications (e.g. enjoyment and escapism refer to hedonic, whereas achievement and challenge represent utilitarian) and continuance intentions. NCA on eSports gamers’ satisfaction and continuance intention identified critical predictive factors. The analysis revealed that only enjoyment is necessary for predicting satisfaction. Interestingly, NCA results also indicated that enjoyment, achievement, escapism, challenge and satisfaction are all necessary for predicting eSports gamers’ continuance intention.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study investigates the mediating role of eSports gamers’ satisfaction between gamers’ perceived gratifications (i.e. enjoyment, escapism, achievement, challenge) and their continuous intention to play in the Pakistani context. More importantly, we employ a multi-method approach (e.g. a combined approach of PLS-SEM with NCA) to determine the sufficient and necessary conditions of the outcome variable comprising satisfaction and continuous intention.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"25 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2025-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142936606","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Millennials’ perceived value and intention to purchase athleisure products: the mediating role of desire for conspicuous consumption","authors":"Yeayoung Noh, Na Young Ahn","doi":"10.1108/ijsms-06-2024-0122","DOIUrl":"https://doi.org/10.1108/ijsms-06-2024-0122","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>As Millennials consist of most of the world’s population, there is a growing body of research understanding their consumption patterns in sport. We examined the relationship among Millennials’ various perceived values, their desire for conspicuous consumption, and their intention to purchase athleisure products.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We used a web-based survey through Amazon Mechanical Turk (<em>n</em> = 348) to test our research hypotheses and model.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Our findings revealed that perceived price, quality, and emotional value were positively associated with both the desire for conspicuous consumption and purchase intention towards athleisure products among Millennials. Perceived emotional and social value of athleisure-related products was positively associated with their purchasing intention via the desire for conspicuous consumption.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This is the first study examining the association among perceived value, conspicuous consumption tendencies, and purchase intention among Millennials. Our study suggests that Millennials have unique desires and preferences in what they wear in both sporting and casual settings, which in turn, contributes to their self-presentation strategies. These findings have implications for both sport scholars and professionals.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"16 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2025-01-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142934843","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Influence of game context on sport fan dietary choices: framing food attributes to promote healthier eating","authors":"Yonghwan Chang, Aaron C. Mansfield, Taewoong Yoo","doi":"10.1108/ijsms-07-2024-0165","DOIUrl":"https://doi.org/10.1108/ijsms-07-2024-0165","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study investigates the intersection between nutrition and sport management, focusing on how sport fans' dietary choices are influenced by the framing of food attributes in different game contexts.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two experiments were conducted around American football events to examine these choices. Experiment 1 utilized a 2 (Perceptions of Rivalry Games: Rivalry vs. Non-Rivalry) × 3 (Perceived Food Attributes: Energy vs. Healthiness vs. Environmental-Friendliness) between-subjects design. Experiment 2 employed a 2 (Game Outcome: Victory vs. Loss) × 3 (Perceived Food Attributes: Energy vs. Healthiness vs. Environmental-Friendliness) between-subjects design.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings revealed that during rivalry games or after their favorite teams' losses, fans tend to prefer high-calorie, nutrient-poor foods framed as energy sources. Conversely, victories prompt fans to opt for healthier and more environmentally friendly food choices.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research provides novel insights into how a performance-driven mindset influences dietary choices among sport spectators. The results offer practical implications for sport managers and marketers, emphasizing the importance of strategically framing food attributes at sporting events to encourage healthier eating behaviors among fans. By leveraging these insights, sport organizations can enhance fan experiences and promote overall well-being.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"41 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2025-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142911666","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Perceived value, service quality and service convenience on behavioral intentions in fitness centers: a comparison between customers with and without personal training","authors":"Helena Ferreira-Barbosa, Bebiana Sabino, Vânia Loureiro, Gabriel Cepeda-Carrion","doi":"10.1108/ijsms-09-2024-0226","DOIUrl":"https://doi.org/10.1108/ijsms-09-2024-0226","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aimed to propose and test a model that describes the different aspects and mechanisms that influence the behavioral intentions of fitness center customers by examining the relationship between service convenience, service quality and perceived value, comparing customers with and without PT service. This study is highlighted by the need for fitness centers to remain competitive and profitable and the fact that PT services are one of the top ten global fitness trends.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were collected from 412 fitness center customers. Partial least square structural equation modeling (PLS-SEM) was used to test each proposed hypothesis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Nine of the ten hypotheses tested, between service convenience, service quality, perceived value and behavioral intentions, were supported. The results from bootstrapping supported the indirect effects of service quality and perceived value in the relationship between service convenience, service quality and behavioral intentions. The presence of the PT service affects the majority of the relationships in the model.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Customers with PT services may have different expectations and perceptions based on the cost associated with the service. Managers may consider adapting their service strategies to these distinct customer segments, offering differentiated service levels or targeted convenience improvements.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The variables under study integrate a comprehensive model for fitness centers while innovating by incorporating PT services as a moderating variable, providing a differentiated view of how customer segments perceive and respond to fitness center offerings.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"37 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142884052","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Racial preferences in sports NFTs? Empirical evidence from NBA Top Shots","authors":"Jeremy Nguyen, Carleigh Yeomans, Adam Karg","doi":"10.1108/ijsms-03-2023-0055","DOIUrl":"https://doi.org/10.1108/ijsms-03-2023-0055","url":null,"abstract":"<h3>Purpose</h3>\u0000<p> The purpose of this paper is to analyse a large data set of over 2.4 million Top Shot NFT transactions to determine whether there is evidence of revealed racial preferences in the Top Shot market.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p> This study examines a data set of 2.43 million transactions from 28 July 2020 to 20 March 2021 using Ordinary Least Squares, Weighted Least Squares and Inverse Probability Weighting. Our models include indicator variables for the race of depicted players and examine estimated race coefficients for statistical significance and effect size.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p> Our results indicate that the National Basketball Association (NBA) Top Shot NFTs depicting Black players or Black/Mixed players trade for higher prices than those depicting White players, after controlling for other factors including on-court performance. While highly statistically significant, the effect sizes are below conventional thresholds for small effects.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Recent empirical studies present evidence suggesting that Black players may earn less than comparable White players. Our findings challenge implicit justifications for observed earning disparities based on consumer preference.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p> This study provides empirical analysis into revealed racial preference of consumers for sports memorabilia. It is the first to examine racial preference in NBA NFTs.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"18 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142849028","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Scoring big – how sports video game features drive virtual ownership, willingness to pay and soccer participation","authors":"Joern Schlimm, Sebastiano Mereu, Christoph Breuer","doi":"10.1108/ijsms-06-2024-0135","DOIUrl":"https://doi.org/10.1108/ijsms-06-2024-0135","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;Sports organizations have a strategic interest in utilizing video games as a means to generate commercial opportunities and increase participation in their respective sports. This study aims to investigate the specific features of sports video games (SVGs) that may significantly influence gamers’ desire to own virtual items, their Willingness to Pay (W2P) for these items and their participation in real-life soccer activities. The research also considers generational cohorts, and the amount of time gamers spend playing video games, offering a preliminary analysis of potential differences among various demographic groups and gamer types. Conducted in collaboration with the Fédération Internationale de Football Association (FIFA), the practical implications of this research aim to provide FIFA and other sports organizations with a foundational basis for the selection and collaborative development of SVGs.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;To the best of the authors’ knowledge, this is the first attempt to determine the impact of concrete SVG features on consumers’ Ownership, W2P and Participation. Hence, a new survey construct needed to be developed based on an extensive review of scales that have been used by researchers to assess gamers’ gratifications and motivations for playing video games. The new construct was tested and refined through exploratory factor analysis. This study subsequently uses structural equation modeling to explore the impact of various SVG features on Ownership, W2P and Participation.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;The results of this study indicate that, from a commercial perspective, competition, collaboration and social interaction appeal to gamers and drive Ownership and W2P in SVGs. Additionally, discovery and exploration enhance the SVG experience further motivating gamers to spend on in-game content. Fantasy, Escape and Sport Context are critical determinants of soccer Participation, as they enable gamers to immerse themselves in a virtual environment that offers experiences unattainable in real life. These features can strengthen gamers’ identification with soccer, making real-life Participation more appealing. Competing, Socializing and Relationship features also boost Participation by fostering a feeling of community and social interaction, encouraging gamers to seek similar real-world experiences. The findings of this study indicate that a universal approach may be ineffective, as various target audiences are motivated to engage in commercial transactions or participate in soccer based on different SVG features. Consequently, it is essential for sports organizations to segment their target audience and strategically develop SVGs that cater to the distinct needs of each group.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Research limitations/implications&lt;/h3&gt;\u0000&lt;p&gt;Future research should aim to draw more representative samples by including a broader range o","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"21 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-12-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142815632","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective","authors":"Caner Özgen, Euisoo Kim, Hüseyin Köse, Velittin Balcı, Hüseyin Çevik","doi":"10.1108/ijsms-08-2024-0216","DOIUrl":"https://doi.org/10.1108/ijsms-08-2024-0216","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this research is to examine the holistic impact of expanded servicescape stimuli (physical, social, socio-symbolic, natural) on the decision-making processes (emotional, attitudinal, normative, and control) of fitness center members and consequently, the indirect effects on behavioral intentions (response) within the Stimulus-Organism-Response (SOR) model.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A total of 336 fitness center members were reached using the convenience sampling method. The fundamental methodological principles of structural equation modeling (SEM) were followed to validate the proposed theoretical model and test the hypotheses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results revealed that the holistic servicescape stimuli of fitness centers affect the emotional, normative, attitudinal, and control variables in the psychological decision-making processes of members, thereby influencing their intentions to maintain their fitness center memberships.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study significantly advances the literature by empirically demonstrating the combined effects of expanded servicescape stimuli on the decision-making processes of fitness center customers. Thus, providing valuable insights for both academics and practitioners in environmental psychology and sports marketing.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142815633","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Inter- and intra-team differences in professional sport fans’ environmental attitudes","authors":"Timothy Kellison, Brian P. McCullough, Beth A. Cianfrone, Jamee A. Pelcher","doi":"10.1108/ijsms-07-2024-0174","DOIUrl":"https://doi.org/10.1108/ijsms-07-2024-0174","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Sport has emerged as a powerful platform for promoting environmental awareness and action. Major collegiate and professional teams have implemented sustainability strategies, although some have hesitated to promote them out of concern for political polarization and fan alienation. This study aimed to examine differences in environmental attitudes among fans of two professional sport organizations competing in the same venue but in different sports.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Survey data were collected from 2,652 season ticket holders of the two organizations. The survey included measures of environmental awareness, perceived behavioral control, ascriptions of responsibility, awareness of team initiatives and green team fandom. Participants’ environmentalist status (active, passive or non-environmentalist) was also assessed. Analysis of variance was used to examine differences in environmental attitudes based on sport affiliation and environmentalist status.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Significant but small differences in environmental awareness and awareness of team initiatives based on sport affiliation were found. However, environmentalist status had a significant effect on environmental awareness, perceived behavioral control, ascriptions of responsibility and green team fandom, with active environmentalists scoring highest, followed by passive environmentalists and non-environmentalists. Surprisingly, fans’ environmentalist status did not significantly impact their awareness of team sustainability initiatives. Non-environmentalists, a substantial portion of the sample, did not express particularly negative attitudes toward sustainability.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study extends previous research by examining fan attitudes toward environmental sustainability. It challenges the assumption that promoting sustainability initiatives may alienate fans, particularly non-environmentalists, and highlights the potential for sport organizations to leverage their unifying power to promote environmental action among diverse fanbases.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"242 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142815640","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}