International Journal of Sports Marketing and Sponsorship最新文献

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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
{"title":"From gamification to personalization: sports media, Web 3.0 and the desire for the ultimate fan experience","authors":"Andrew C. Billings","doi":"10.1108/ijsms-06-2023-0121","DOIUrl":"https://doi.org/10.1108/ijsms-06-2023-0121","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this essay is to explore the ramifications of Web 3.0 on sports media and the desire for the ultimate fan experience.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The essay explains how Web 3.0 will influence (1) the social TV experience, (2) the drive for zero latency in sports streaming, (3) the desire for exclusive sports memorabilia and experiences, (4) artificial intelligence-driven content and (5) the potential decentralization of certain elements within the sports media ecosphere.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The core fan experience will still be recognizable, but AI, VR, blockchain and other elements will be infused within it.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Ramifications on sports media scholarships are offered.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140808493","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
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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"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
Esports for development? Exploring esports player profiles and their development and well-being outcomes 电竞促进发展?探索电竞运动员的情况及其发展和福祉成果
International Journal of Sports Marketing and Sponsorship Pub Date : 2024-04-15 DOI: 10.1108/ijsms-08-2023-0160
Wonjun Choi, Wooyoung (William) Jang, Hyunseok Song, Min Jung Kim, Wonju Lee, Kevin K. Byon
{"title":"Esports for development? Exploring esports player profiles and their development and well-being outcomes","authors":"Wonjun Choi, Wooyoung (William) Jang, Hyunseok Song, Min Jung Kim, Wonju Lee, Kevin K. Byon","doi":"10.1108/ijsms-08-2023-0160","DOIUrl":"https://doi.org/10.1108/ijsms-08-2023-0160","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aimed to identify subgroups of esports players based on their gaming behavior patterns across game genres and compare self-efficacy, social efficacy, loneliness and three dimensions of quality of life between these subgroups.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to identify subgroups of esports players based on their behavioral patterns across genres. Additionally, a one-way multivariate analysis of covariance (MANCOVA) was conducted to test the association between cluster memberships and development and well-being outcomes, controlling for age and gender as covariates.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>LPA analysis identified five clusters (two single-genre gamer groups, two multigenre gamer groups and one all-genre gamer group). Univariate analyses indicated the significant effect of the clusters on social efficacy, psychological health and social health. Pairwise comparisons highlighted the salience of the physical enactment-plus-sport simulation genre group in these outcomes.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to the understanding of the development and well-being benefits experienced by various esports consumers, as well as the role of specific gameplay in facilitating targeted outcomes among these consumer groups.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-04-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140551984","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
Nostalgia-based marketing campaigns and sport participation 怀旧营销活动与体育参与
International Journal of Sports Marketing and Sponsorship Pub Date : 2024-04-09 DOI: 10.1108/ijsms-07-2023-0141
Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo, Guy Faulkner
{"title":"Nostalgia-based marketing campaigns and sport participation","authors":"Norm O'Reilly, Caroline Paras, Madelaine Gierc, Alexander Lithopoulos, Ananya Banerjee, Leah Ferguson, Eun-Young Lee, Ryan E. Rhodes, Mark S. Tremblay, Leigh Vanderloo, Guy Faulkner","doi":"10.1108/ijsms-07-2023-0141","DOIUrl":"https://doi.org/10.1108/ijsms-07-2023-0141","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Framed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Exploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (<em>n</em> = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Results provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research is valuable to the sport m","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140534609","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 role of social and environmental sustainability on sportswear’s purchasing among European consumers 社会和环境可持续性对欧洲消费者购买运动服装的影响
International Journal of Sports Marketing and Sponsorship Pub Date : 2024-03-25 DOI: 10.1108/ijsms-06-2023-0116
Michael Fuchs, Guillaume Bodet, Gregor Hovemann
{"title":"The role of social and environmental sustainability on sportswear’s purchasing among European consumers","authors":"Michael Fuchs, Guillaume Bodet, Gregor Hovemann","doi":"10.1108/ijsms-06-2023-0116","DOIUrl":"https://doi.org/10.1108/ijsms-06-2023-0116","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>While consumer preferences for sporting goods have been widely researched within sport management, literature is lacking on aspects of social and environmental sustainability. Accordingly, this study aims to investigate the role of social and environmental sustainability for purchase decisions of sportswear and compares them to the role of price and functionality.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Based on a conjoint analysis among 1,012 Europeans, the authors conducted a two-step cluster analysis. First, the authors investigated the number of segments via Ward’s method. Second, the authors ran a k-means analysis based on part-worth utilities from the conjoint analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The authors identified four segments which differ in terms of preferred product attributes, willingness to pay, and sociodemographic, behavioral, and psychographic characteristics: undecided, sustainable, price-focused and function-oriented consumers. Based on this segmentation, the authors found that the importance of social and environmental sustainability is growing, but not among all consumers.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The generalizability of the study is limited since it is not built on a sample representative for the included European countries, it focuses on a single product, and participants are potentially subject to a social desirability bias.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The consumer analysis comprises the uptake of attributes related to social and environmental sustainability. The authors thereby address a literature gap as previous research (thematizing sporting goods) in the sport management field has often neglected sustainability elements despite their rapidly growing importance within the sport sector.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140192817","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
Human capital development in sport marketing: industry insights 体育营销中的人力资本开发:行业见解
International Journal of Sports Marketing and Sponsorship Pub Date : 2024-03-19 DOI: 10.1108/ijsms-11-2023-0238
Brandon Mastromartino
{"title":"Human capital development in sport marketing: industry insights","authors":"Brandon Mastromartino","doi":"10.1108/ijsms-11-2023-0238","DOIUrl":"https://doi.org/10.1108/ijsms-11-2023-0238","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study was to gather insights from sport marketing professionals and identify key opportunities, challenges and knowledge that sport marketing educators and researchers could utilize in developing curriculum and research agendas.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A qualitative approach was used, and data were collected through in-depth interviews with 15 sport marketing professionals. Participants were asked questions related to the knowledge, skills and experiences that they believe are important for students to have to be successful in the industry, as well as the types of research that would be most useful in their day-to-day work.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Industry professionals noted collaboration, transformation in digital marketing, data and analytics and experiential marketing as key trends facing the industry today. The findings suggest that sport marketing curriculum should focus on soft skill development such as communication, relationship building and empathy alongside hard skill development such as data analysis and storytelling. As well, findings show research areas where scholars can aid practitioners with a focus on consumer insights, technology, measuring ROI and experiential marketing.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>With these findings, educators and scholars can better prepare students for successful careers in industry and contribute to the ongoing advancement of the scholarly field. This study serves as a starting point for further research in this area, and it is hoped that it will spark continued collaboration between academia and industry.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140142137","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 role of destination personality in the relationship between destination image and behavioral intention among ski tourists 目的地个性在滑雪游客的目的地形象与行为意向关系中的作用
International Journal of Sports Marketing and Sponsorship Pub Date : 2024-03-14 DOI: 10.1108/ijsms-08-2023-0170
Qiang Zhang, Brian Yim, Kyungsik Kim, Zhibo Tian
{"title":"The role of destination personality in the relationship between destination image and behavioral intention among ski tourists","authors":"Qiang Zhang, Brian Yim, Kyungsik Kim, Zhibo Tian","doi":"10.1108/ijsms-08-2023-0170","DOIUrl":"https://doi.org/10.1108/ijsms-08-2023-0170","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski tourism and (2) especially the role of DP in the relationship between DI and BI among ski tourists.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>We collected data using WJX.CN (N = 400) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model and partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that DI directly affects DP and partially affects BI, while DP directly affects ski tourists' BI. In addition, the indirect effect of DP between affective image and BI was significant, showing full mediation, and the indirect effect of DP between cognitive image and BI was significant, showing a partial mediation effect.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The findings enrich the ski tourism literature, contribute to the development of ski tourism in destination cities and the strategic marketing of ski resorts and provide recommendations for ski tourism researchers and marketers.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140114388","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 more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues 我们发得越多越好?足球联赛社交媒体上球迷参与度的比较分析
International Journal of Sports Marketing and Sponsorship Pub Date : 2024-03-13 DOI: 10.1108/ijsms-12-2023-0252
Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas, Christos Anagnostopoulos
{"title":"The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues","authors":"Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas, Christos Anagnostopoulos","doi":"10.1108/ijsms-12-2023-0252","DOIUrl":"https://doi.org/10.1108/ijsms-12-2023-0252","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140104898","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
Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity 衡量足球迷的消费意向:企业社会责任、品牌信誉和品牌资产的作用
International Journal of Sports Marketing and Sponsorship Pub Date : 2024-03-08 DOI: 10.1108/ijsms-08-2023-0161
Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou, Maizaitulaidawati Md Husin
{"title":"Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity","authors":"Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou, Maizaitulaidawati Md Husin","doi":"10.1108/ijsms-08-2023-0161","DOIUrl":"https://doi.org/10.1108/ijsms-08-2023-0161","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140043744","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
Sports ambassadors and destination image: a fuzzy set analysis 体育大使与目的地形象:模糊集分析
International Journal of Sports Marketing and Sponsorship Pub Date : 2024-03-04 DOI: 10.1108/ijsms-11-2023-0227
Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó, Francisco Sarabia-Sánchez
{"title":"Sports ambassadors and destination image: a fuzzy set analysis","authors":"Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó, Francisco Sarabia-Sánchez","doi":"10.1108/ijsms-11-2023-0227","DOIUrl":"https://doi.org/10.1108/ijsms-11-2023-0227","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image? (2) Are these the same for different product categories? (3) Do tourists and residents differ?</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>To this end, the fuzzy-set Qualitative Comparative Analysis (fsQCA) was used with a sample of 187 participants (105 tourists and 82 residents).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results show that some attributes of a sports celebrity are more critical than others in enhancing destination image. Those attributes of sports celebrities appearing in the intermediate and parsimonious analysis should be prioritized. This is the case of trustworthiness. Second, experience is a peripheral requirement (only appeared in the intermediate analysis). Third, attractiveness is unnecessary and an even and undesired attribute in many solutions. Fourth, when comparing tourists and residents, both groups value the role of football players, while residents also appreciate the role of marathon runners. Tennis players are the less relevant sports celebrities to build Spain’s destination image.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>First, a new statistical analysis in the marketing discipline, QCA, has been used. The use of qualitative approaches to investigate destination images has been scarce. Second, the study of the role of sports celebrity endorsement on brand–place attachment has yet to be investigated. Third, studies about the role of residents in the image of a tourism destination/city are scarce. Tourists and residents must be investigated because they can benefit from sports celebrities' activities.</p><!--/ Abstract__block -->","PeriodicalId":501000,"journal":{"name":"International Journal of Sports Marketing and Sponsorship","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140015718","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
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