International Journal of Sports Marketing and Sponsorship最新文献_第5页

Diversity, equity and inclusion in the sport metaverse 体育元宇宙中的多样性、公平性和包容性

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-05-28 DOI: 10.1108/ijsms-04-2023-0080

George B. Cunningham, Yong Jae Ko

引用次数: 0

Exploring the impact of athlete brand image on fans’ behavioural outcomes: the role of emotional attachment and perceived price value 探索运动员品牌形象对粉丝行为结果的影响：情感依恋和感知价格价值的作用

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-05-21 DOI: 10.1108/ijsms-01-2024-0030

Longzhao Zheng, Ying Xu

{"title":"Exploring the impact of athlete brand image on fans’ behavioural outcomes: the role of emotional attachment and perceived price value","authors":"Longzhao Zheng, Ying Xu","doi":"10.1108/ijsms-01-2024-0030","DOIUrl":"https://doi.org/10.1108/ijsms-01-2024-0030","url":null,"abstract":"PurposeThis study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on these relationships, as well as the moderating role of perceived price value between emotional attachment and purchase intentions.Design/methodology/approachThe data are based on an online survey conducted in China (N = 572). The PLS-SEM (partial least squares structural equation model) and regression-based estimation method (PROCESS) are employed to test the hypotheses.FindingsThe results indicate a positive relationship between athletes’ athletic performance and fans’ social media engagement as well as purchase intentions. The impact of athletes’ attractive appearance and marketable lifestyle on fans’ purchase intentions is sequentially mediated by emotional attachment and social media engagement. Moreover, the mediation effect of athletes’ off-field image and purchase intentions is contingent upon fans’ perceived price value.Research limitations/implicationsAthletes and marketers could integrate and leverage both the on-field and off-field attributes to cultivate emotional connections with fans. Sports organizations and managers need to pay attention to fans’ social media engagement and provide content that increases engagement and converts into transactional behavioural intentions.Originality/valueThe study provides empirical evidence of the mediating role of emotional attachment between athlete brand image and fans’ purchase intentions. The explanatory mechanisms involving emotional attachment and social media engagement (non-transactional behavioural intentions) are anticipated to be a noteworthy addition to the traditional fan transactional behavioural intentions framework. Moreover, the research introduces and confirms perceived price value as a crucial moderating factor influencing the relationship between emotional attachment and purchase intentions.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"86 13","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141116284","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}

引用次数: 0

Examining the relationship among constraints, facilitators and ski participation in the host city of the 2022 Winter Olympics 研究 2022 年冬奥会主办城市的制约因素、促进因素和滑雪参与之间的关系

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-05-21 DOI: 10.1108/ijsms-10-2023-0218

Yiqi Yang, Eric Macintosh, Xiaoyan Xing

{"title":"Examining the relationship among constraints, facilitators and ski participation in the host city of the 2022 Winter Olympics","authors":"Yiqi Yang, Eric Macintosh, Xiaoyan Xing","doi":"10.1108/ijsms-10-2023-0218","DOIUrl":"https://doi.org/10.1108/ijsms-10-2023-0218","url":null,"abstract":"PurposeThe study’s purpose is to investigate the constraints and facilitators influencing skiing participation in Beijing. This research includes three segments based on the frequency of skiing participation (i.e. non-, low-frequency-, and high-frequency skiers). By doing so, the study offers an enhanced understanding of the Chinese skiing market and unveils insights assisting industry professionals to effectively address their customers' diverse needs and expectations.Design/methodology/approachAn online survey was developed based on prior research and consisted of four sections: (1) skiing participation; (2) constraints; (3) facilitators; (4) demographics. Items in the constraint and facilitator scale were measured using a 7-point Likert scale. A total of 409 participants completed the survey. The participants included 137 non-skiers, 134 low-frequency skiers, and 138 high-frequency skiers.FindingsThrough an exploratory factor analysis, three constructs emerged: general constraints, facilitators and learning constraints. As expected, facilitators were a positive predictor of skiing participation. Importantly, the emergent construct of learning constraints was a negative predictor of skiing and yet, the construct of general constraints was insignificant. Furthermore, the three segments differ significantly in household status, income, and education level.Originality/valueThese results support previous research noting the relevance in skiing participation of the dimensions: facilitators and learning constraints. The findings point to the need for ski resorts in Beijing to offer instructional sessions for beginners so they may become familiar with skiing fundamentals and enhance their confidence, particularly among nonskiers and low-frequency skiers.","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"131 7","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141115063","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}

引用次数: 0

The gendered plate: gender-specific food perceptions and sport sponsorship 有性别区分的盘子：有性别区分的食物认知与体育赞助

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-05-16 DOI: 10.1108/ijsms-02-2024-0034

Umer Hussain, Han Ma

{"title":"The gendered plate: gender-specific food perceptions and sport sponsorship","authors":"Umer Hussain, Han Ma","doi":"10.1108/ijsms-02-2024-0034","DOIUrl":"https://doi.org/10.1108/ijsms-02-2024-0034","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research comprised two studies. In Study 1, <em>n</em> = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved <em>n</em> = 250 participants who completed a cross-sectional and self-administered survey.</p>\u0000<h3>Findings</h3>\u0000<p>Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (<em>ß</em> = 0.327, <em>p</em> < 0.01) and subjective norms (<em>ß</em> = 0.525, <em>p</em> < 0.01) towards masculine brands.</p>\u0000<h3>Originality/value</h3>\u0000<p>The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"19 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140942986","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}

引用次数: 0

Navigating emerging trademarks issues for sport brands in the metaverse 在元世界中为体育品牌解决新出现的商标问题

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-05-15 DOI: 10.1108/ijsms-04-2023-0061

Suji Kim, John Grady, Khalid Ballouli

{"title":"Navigating emerging trademarks issues for sport brands in the metaverse","authors":"Suji Kim, John Grady, Khalid Ballouli","doi":"10.1108/ijsms-04-2023-0061","DOIUrl":"https://doi.org/10.1108/ijsms-04-2023-0061","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>The approach is a legal commentary that explores the ways in which the current legal framework, especially in the context of trademarks, might need to transform to offer robust protection for sports brands in the virtual marketplaces emerging within the metaverse.</p>\u0000<h3>Findings</h3>\u0000<p>Our analysis reveals that the traditional legal frameworks for trademarks are often inadequate to address the unique challenges posted by the metaverse, such as the issue of virtual goods replication and the global accessibility of branded content. The findings indicate that sport organizations must adopt proactive strategies to monitor and enforce their trademark rights effectively within these expansive digital environments. Moreover, legislative bodies may need to consider reforms or new regulations specifically tailored to the complexities of trademark protection in the digital realm to prevent dilution and misuse of sport brands.</p>\u0000<h3>Originality/value</h3>\u0000<p>In light of legal and branding issues related to metaverse-based trademarks, this paper is dedicated to examining the legal principles and foundations necessary to enhance the protection of sports brands within the virtual marketplace of the metaverse.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"21 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140919865","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}

引用次数: 0

Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT 用对称和非对称模型研究个人关注 YouTube 健身频道的意向：UTAUT2 和 UGT 的综合视角

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-05-08 DOI: 10.1108/ijsms-12-2023-0242

Weisheng Chiu, Doyeon Won, Jung-sup Bae

{"title":"Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT","authors":"Weisheng Chiu, Doyeon Won, Jung-sup Bae","doi":"10.1108/ijsms-12-2023-0242","DOIUrl":"https://doi.org/10.1108/ijsms-12-2023-0242","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Uses and Gratifications Theory (UGT) as theoretical frameworks.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>Symmetric and asymmetric analyses were employed for data analysis, utilizing partial least squares-structural equation modeling (PLS-SEM) for symmetric analysis and fuzzy-set qualitative comparative analysis (fsQCA) for asymmetric analysis.</p>\u0000<h3>Findings</h3>\u0000<p>The study revealed significant impacts of most UTAUT2 determinants and all UGT determinants on user intentions. Additionally, the fsQCA results supported the concept of equifinality, indicating that various configurations of causal combinations can predict a high level of behavioral intention. These findings underscore the significance of comprehending user motivations and factors related to technology and social media in the context of maintaining or increasing followership and viewership for fitness content providers.</p>\u0000<h3>Originality/value</h3>\u0000<p>The findings suggest that individuals with high expectations and facilitating conditions, as per UTAUT, and heightened hedonic and socializing motivations, in line with UGT, are more inclined to follow fitness YouTube channels. This study offers valuable insights for fitness content creators and marketers navigating the complexities of the digital age.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"26 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140910683","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}

引用次数: 0

From love to betrayal? When your team’s sponsor decides to also sponsor your rival 从爱情到背叛？当你球队的赞助商决定同时赞助你的对手时

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-05-06 DOI: 10.1108/ijsms-10-2023-0211

Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. Theodorakis

{"title":"From love to betrayal? When your team’s sponsor decides to also sponsor your rival","authors":"Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. Theodorakis","doi":"10.1108/ijsms-10-2023-0211","DOIUrl":"https://doi.org/10.1108/ijsms-10-2023-0211","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The aim of this research was to investigate fans’ responses toward a sponsor that has had a long-standing sponsorship deal with a club and decided also to sponsor the club’s rival.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>A long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using an online survey and PLS-SEM was employed to test the relationships of the proposed structural model.</p>\u0000<h3>Findings</h3>\u0000<p>The results provided evidence for the importance of the inclusion of perceptions of fit for both teams to the model as it impacted the responses in the joint sponsorship. Team identification emerged significant for improving fans perceptions of fit between the sponsor and their favorite club but also led fans of the long-term sponsored club to feel betrayed from the sponsor. The sense of betrayal impacted the level of fit, the rejection of sponsorship but did not emerge significant for driving negative responses toward the sponsor’s brand. The same held for the rejection of the joint sponsorship.</p>\u0000<h3>Originality/value</h3>\u0000<p>This is the very first study that incorporated the effects of the perceptions of fit of two rival clubs to test the effect of sponsorship for a sponsor brand of a deal that includes a longtime sponsored football club and its rival as a newly sponsored one. It is also one of the first attempts that explores relationships between perceptions of fit, sense of betrayal and rejection of a joint sport sponsorship in a rivalry context, highlighting the importance of preventing fans' betrayal.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"87 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140826384","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}

引用次数: 0

Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy? 卡塔尔航空公司与巴塞罗那足球俱乐部的赞助协议：体育外交的催化剂？

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-04-30 DOI: 10.1108/ijsms-09-2023-0192

Bülent Aras, Meltem Özel

{"title":"Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?","authors":"Bülent Aras, Meltem Özel","doi":"10.1108/ijsms-09-2023-0192","DOIUrl":"https://doi.org/10.1108/ijsms-09-2023-0192","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals toward Qatar and Qatar Airways. </p>\u0000<h3>Design/methodology/approach</h3>\u0000<p> To assess this, a survey of 434 Spanish nationals from 17 different regions from four zones (North, South, Center, and East) in Spain between November 3, 2022 and November 21, 2022 was conducted using a strata sampling method. </p>\u0000<h3>Findings</h3>\u0000<p>We argue that Qatar Airways’ sponsorship of FC Barcelona serves to improve Qatar’s recognition and national reputation in Spain. We also found that there is a need for consistent sponsorship and marketing efforts in sports diplomacy to better fulfill public diplomacy aims. Overall, this paper concludes that Qatar Airways’ sponsorship of FC Barcelona positively contributes to the country’s sports diplomacy despite significant challenges.</p>\u0000<h3>Originality/value</h3>\u0000<p>The major contribution of this study to the literature is the discussion of the role of sports sponsorships in the recognition of the sponsor, which was assessed through conducting a quantitative analysis of public opinion in the sponsored team’s host country.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"2 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140651908","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}

引用次数: 0

From gamification to personalization: sports media, Web 3.0 and the desire for the ultimate fan experience 从游戏化到个性化：体育媒体、Web 3.0 和对终极球迷体验的渴望

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-04-30 DOI: 10.1108/ijsms-06-2023-0121

Andrew C. Billings

引用次数: 0

Identifying online sports betting motivations associated with betting intention 确定与投注意向相关的在线体育投注动机

International Journal of Sports Marketing and Sponsorship Pub Date : 2024-04-29 DOI: 10.1108/ijsms-06-2023-0131

Hyunseok Song, Kevin K. Byon, Paul M. Pedersen

{"title":"Identifying online sports betting motivations associated with betting intention","authors":"Hyunseok Song, Kevin K. Byon, Paul M. Pedersen","doi":"10.1108/ijsms-06-2023-0131","DOIUrl":"https://doi.org/10.1108/ijsms-06-2023-0131","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>To extend research into sport consumer behaviors related to online sports betting, this study is designed to identify and examine the relationship between online sports betting motivations and online sports betting intentions. By applying a push-pull framework from online sport consumption and gambling studies, nine motivations to engage in online sports betting were identified. These motivations were hypothesized to motivate online sports betting intentions.</p>\u0000<h3>Design/methodology/approach</h3>\u0000<p>A quota sampling technique based on the sports bettor demographics available in the American Gaming Association (AGA, 2019) and the Pew Research Center (2022) obtained a total of 550 completed surveys that met the inclusion and exclusion criteria. For data analyses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to examine the measurement model and the hypothesized model, respectively.</p>\u0000<h3>Findings</h3>\u0000<p>The results revealed that four motivations (i.e. monetary gain, excitement, convenience and negative technology-readiness) were related to online sports betting intention, while five motivations (i.e. sport fandom, positive technology-readiness, impulsivity, socialization and promotion) were not.</p>\u0000<h3>Originality/value</h3>\u0000<p>The results provide foundational theoretical knowledge of what motivates sports fans to participate in online sports betting. Furthermore, the findings assist practitioners in their allocation of resources by enhancing their understanding of online sports betting motivations.</p>","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":"45 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140651873","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}

引用次数: 0