International Journal of Sports Marketing and Sponsorship最新文献

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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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->","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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->","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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->","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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->\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><!--/ Abstract__block -->","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
{"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":"16 1","pages":""},"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":"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
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":"41 1","pages":""},"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":"47 1","pages":""},"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":"30 1","pages":""},"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":"14 1","pages":""},"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
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