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Promoting the path of educational activities in the International Table Tennis Federation Museum International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-02-07
Lin fang Wang, Brian Yim, Doori Song, Yi ZhangPurpose Adopting the context, input, process and product (CIPP) evaluation assessment model, this study aims to achieve three objectives: (1) to identify the characteristics of educational activities conducted by the International Table Tennis Federation (ITTF) museum; (2) to explore the key factors that promote and optimize the educational objectives of the ITTF museum and (3) to develop a framework
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Supporting the team, caring for the players: understanding fan perceptions of athlete wellbeing programmes International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-02-03
Michael Williamson, Jason Doyle, Brooke Harris-Reeves, Kevin FiloPurpose Active supporters and the organisations they form are crucial stakeholders for football clubs. Previous literature has noted the increasing interest and positive outcomes associated with corporate social responsibility initiatives within sport organisations, which fans perceive and include employee wellbeing. Whilst scholars have explored various stakeholders’ perceptions of athlete wellbeing
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Continuance intention to use mobile fitness applications: the role of switching costs, guilt and neutralization techniques International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-01-30
Rasha Najib Al-Jabali, Norasnita Ahmad, Weisheng ChiuPurpose The study investigates the factors influencing the continuance intention to use Mobile Fitness Applications (MFAs), focusing on the roles of switching costs, guilt, and neutralization techniques in addressing temporary discontinuance. Design/methodology/approach A total of 212 valid responses were collected via an online survey in Malaysia. The data were analyzed using Partial Least Squares
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Experiential virtual reality or informational video advertising? Assessing promotional effect on sport interest International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-01-30
Dong Hong ZhuPurpose Promoting people’s interest in sports is not only important to sports enterprises to improve financial performance but also to the healthy development of the whole society. As virtual reality (VR) devices become more accessible and consumers’ demand for immersive experiences increases, VR advertising is gradually attracting the attention of advertisers. However, there is limited research on
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National Sports Networks rights fees: the influence of fantasy sports participation and women’s sports content International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-01-30
Muralee Das, Norm O’Reilly, Kelly Evans, Gary PasqualicchioPurpose The aims of this study are to, first, articulate the drivers for predicting rights fees in television sports programming on National Sports Networks (NSNs) and, second, to further investigate the interrelationships of the identified drivers. Design/methodology/approach The entire annual (24-h days over 12 months) schedule of a NSN is assessed using a series of regression models to determine
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College NIL athletes as social media influencers: examining sports vs lifestyle posts on consumer perceptions International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-01-27
Stephanie G. Schartel Dunn, Gwendelyn S. NisbettPurpose Influencer marketing is a significant element in modern marketing. Both influencer marketing and college athletics are billion-dollar industries. As the two collide in the wake of college name, image or likeness (NIL) regulations, allowing for NIL athletes to monetize themselves and their personal brands, it is important to evaluate the implications of NIL influencers. This paper specifically
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The impact of doping scandals on on-site spectator satisfaction at major sport events International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-01-14
Martin Schnitzer, Sarah Piller, Monica Nadegger, Julia Staudegger, Jason Bocarro, Michael BarthPurpose This study analyzes whether a doping scandal occurring during a global major sport event has an impact on on-site spectator satisfaction. Design/methodology/approach 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
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Generative A.I. in sport advertising: effects of source-message (in)congruence, model types and A.I. awareness International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-01-14
J. Lucy Lee, Si Hoon Choi, Suzy Jeong, Namho KoPurpose 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. Design/methodology/approach A 2 (source-message (in)congruence: incongruent vs
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Gamers’ gratifications and continuous intention to play eSports: the mediating role of gamers’ satisfaction-a PLS-SEM and NCA study International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-01-10
Muhammad Shahzeb Fayyaz, Amir Zaib Abbasi, Rehan Ahmad, Muhammad Hamza Qummar, Rodoula H. Tsiotsou, Saqib MahmoodPurpose 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&G) has been employed as the study’s theoretical framework. Design/methodology/approach The present
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Millennials’ perceived value and intention to purchase athleisure products: the mediating role of desire for conspicuous consumption International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-01-08
Yeayoung Noh, Na Young AhnPurpose 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. Design/methodology/approach We used a web-based survey through Amazon Mechanical
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Influence of game context on sport fan dietary choices: framing food attributes to promote healthier eating International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2025-01-02
Yonghwan Chang, Aaron C. Mansfield, Taewoong YooPurpose 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. Design/methodology/approach 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
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Perceived value, service quality and service convenience on behavioral intentions in fitness centers: a comparison between customers with and without personal training International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-12-25
Helena Ferreira-Barbosa, Bebiana Sabino, Vânia Loureiro, Gabriel Cepeda-CarrionPurpose 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
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Racial preferences in sports NFTs? Empirical evidence from NBA Top Shots International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-12-19
Jeremy Nguyen, Carleigh Yeomans, Adam KargPurpose 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. Design/methodology/approach 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
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Scoring big – how sports video game features drive virtual ownership, willingness to pay and soccer participation International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-12-17
Joern Schlimm, Sebastiano Mereu, Christoph BreuerPurpose 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
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How expanded servicescape shapes fitness center members' decision-making processes: a stimulus-organism-response (SOR) model perspective International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-12-13
Caner Özgen, Euisoo Kim, Hüseyin Köse, Velittin Balcı, Hüseyin ÇevikPurpose 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. Design/methodology/approach
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Inter- and intra-team differences in professional sport fans’ environmental attitudes International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-12-13
Timothy Kellison, Brian P. McCullough, Beth A. Cianfrone, Jamee A. PelcherPurpose 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
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How streamer credibility affects viewers’ willingness to pay for online games: a social identity perspective International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-12-09
Umut Kubat DokumacıPurpose This paper proposes a structural model that explores the relationship between game/esports streamers’ credibility dimensions and viewers’ willingness to spend money (WTP) on online games. The study seeks to uncover the underlying mechanisms in this relationship by drawing on the source credibility model, social identity theory and S-O-R framework. Design/methodology/approach The study utilized
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The role of athlete brands for the international marketing of professional sports leagues: a case study of the German Bundesliga in Asia International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-11-29
Matthias Anderski, Pascal Stegmann, Geoff Dickson, Tim StröbelPurpose This study investigates the role of athlete brands for the international marketing of professional sports leagues by examining how athlete brands contribute to initiatives of football leagues. Design/methodology/approach Through a single case study of the German Bundesliga underpinned by 17 semi-structured interviews with league, club and media executives, we identify specific brand co-creation
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In the arena of debate: a systematic literature review on sports sponsorship by controversial industries International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-11-26
Katho Jacobs, Steffi De Jans, Tom Evens, Bram ConstandtPurpose This systematic literature review examines the domain of sports sponsorship involving controversial industries. We delve into the shared patterns, differences and overarching themes prevalent across various dark consumption industries (i.e. alcohol, food and beverages high in fat, salt and sugar, gambling and tobacco). Design/methodology/approach This study systematically reviews research on
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Consumer adoption of virtual reality for spectator sport: an adopter categorization based on the diffusion of innovation and uses and gratification theories International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-11-22
Kwangho Park, Gi-Yong Koo, Minkil Kim, Sanghoon KimPurpose The purpose of this study is to (1) identify the factors that affect the adoption of virtual reality (VR) for spectator sports, (2) examine the differences in the factors among the four adopter categories (i.e. continuers, discontinuers, potentials and resistors) and (3) determine whether these factors are useful for discriminating among the adopter categories, based on the “diffusion of innovation”
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From the player to the sponsor: exploring the interplay of attitudes in MMA sports sponsorship International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-11-12
Andrzej Szymkowiak, Urszula Garczarek-Bąk, Agnieszka Frątczak, Adam MetelskiPurpose This study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes
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Did you notice us? An eye-tracking investigation of sponsorship at the US Olympic swim trials International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-11-11
Ali B. Mondt, Alan Morse, Zachary EvansPurpose This study aimed to investigate the ecological validity of sponsorship effectiveness by examining the visual attention paid to sponsorship at a live sporting event and the subsequent impact of that attention on cognitive outcomes using eye tracking in a natural, real-world environment. Design/methodology/approach Two logistic regression analyses (i.e. sponsor recall and sponsor recognition)
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Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-11-08
Robert Madrigal, Jesse KingPurpose Sponsorship identification accuracy is typically assessed as the percentage of consumers answering “yes” when asked if a brand is a sponsor (hits). However, this fails to consider misattribution (answering “yes” for a non-sponsor brand; false alarms). Misattribution reflects consumer confusion and dilutes the benefits of an official sponsorship, offers an advantage to a non-sponsoring rival
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Impact of sports brands’ activities: Are consumers willing to pay a price premium? International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-11-07
Min-Ah Ryu, Han Soo Kim, Weisheng Chiu, Seomgyun LeePurpose The environmental, social and governance (ESG) movement has become a global phenomenon, penetrating even the sports branding industry. Accordingly, this study investigated whether ESG activities can lead to positive attitudes among customers and thereby affect their behavioral intentions. Design/methodology/approach We collected data by administering questionnaires to 154 consumers, after which
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Strategic philanthropy of athletes after transgression: examining the congruence effect of pre-transgression and transgression issues International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-10-17
Myungwoo Lee, Dong Hun Lee, Michael Cottingham, Billy HawkinsPurpose This study comprehensively explains how sports consumers evaluate athletes’ post-transgression philanthropic activities. We specifically focus on the congruence effect between the pre-transgression philanthropic endeavors and the transgression issue, shedding light on the effectiveness of these strategies in reinstating the positive image of athletes and associated entities. Design/methodology/approach
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Pre-post examination of residents’ destination image toward mega event hosting country with strained bilateral relations International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-09-27
Kevin K. Byon, Juha Yoon, Alex Gang, Juho Park, Paul M. PedersenPurpose The current study applied the concept of country image to a context of bilateral relations for two post-Soviet states to examine the impact of a mega sport event on the image of the host country Russia. Design/methodology/approach Surveys were collected before and after the World Cup to assess any changes among Georgians with regard to their views on Russia and intentions to visit. Findings
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Gender differences in the effects of nostalgia on conspicuous consumption and impulsive buying International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-09-12
Heetae Cho, Weisheng Chiu, Hyoung-Kil Kang, Hyun-Woo LeePurpose The current study investigated the relationship between nostalgia, conspicuous consumption, and impulse buying and compared gender differences in the effects of nostalgia on conspicuous consumption and impulse buying. Design/methodology/approach A total of 307 college students in western Singapore were recruited. Confirmatory factor analysis and structural equation modeling were conducted to
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Digitalization in action sports: blessing or curse? International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-09-10
Willem Standaert, Elena MazurovaPurpose This study aims to identify how the use of digital technology for performance and commercial aspects of action sports can both create and destruct value. Design/methodology/approach Exploratory research based on 30 interviews with coaches, athletes, judges, federations, fans and sponsoring organizations from Europe, across five action sport disciplines that are included in the Olympic program
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Connecting event impact perceptions to sponsor-related behaviours among residents in the host city International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-09-06
Torill Olsen, Yosuke Tsuji, Shintaro SatoPurpose This study examines the relationships among residents' event impact perceptions, attitude towards events, attitude towards sponsors and sponsor-related behavioural intentions (i.e. purchase intention and word-of-mouth). Design/methodology/approach Focusing on the Naha Marathon in Okinawa, Japan, as a research context, data were collected from residents of Okinawa who were familiar with the
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A machine learning approach to predict classification of fans’ attitudes toward sponsors International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-08-27
Junyi Bian, Benjamin Colin CorkPurpose This study aims to develop and validate an accurate machine learning model to categorize NBA fans into meaningful clusters based on their perceptions of sport sponsorship. Additionally, by predicting the intensity of NBA fans’ attitudes toward sponsors, the authors intend to identify the specific features that influence prediction, discuss these findings and offer implications for academics
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The role of source attractiveness and source credibility in advertising field hockey: a minority sport International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-08-22
Aaron Gazley, Jamie CoombesPurpose The purpose of this research is to examine the extent to which source attractiveness and source credibility (or skill in a sporting context) provide an effective marketing strategy for Field Hockey in New Zealand, a minority sport Minority sports struggle to generate capital and have minimal sponsorship backing due to small participation and viewership rates compared to “major sports”. By understanding
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Social media adoption as a marketing communication tool by non-professional sports clubs: a multiple case study approach International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-08-15
Justin Marthinus, Rodney Graeme Duffett, Brendon KnottPurpose Social media has revolutionized marketing communication (MC). Rugby is South Africa’s most professionalized sport, leading the industry in its business management structure as well as its high-performance achievements. However, below the professional level, local rugby clubs face a large disparity compared to their professional counterparts, often relying on volunteers or part-time employees
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Unveiling the forces behind exercise intent in sports and fitness live streaming: a combination of symmetric and asymmetric modeling approaches International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-08-13
Weisheng Chiu, Han Soo Kim, Young Suk Oh, Ye Hoon LeePurpose This study aims to answer the following research questions: (1) How do features of sports and fitness live streaming content influence individuals’ viewing experiences? (2) How do these antecedents interact with each other to influence individuals’ intentions to exercise in the context of sports and fitness live streaming? Design/methodology/approach We employed both symmetric (PLS-SEM) and
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The effect of athlete endorsement on employees' organizational identification: a case study utilizing an Olympic athlete International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-08-01
Yoshifumi Bizen, Yosuke TsujiPurpose This study aims to investigate the effects of sponsorship on organizational identification among employees of companies that sponsor individual athletes from the perspective of internal marketing. Design/methodology/approach An online survey was conducted in July 2021 targeting employees of Company A. Specifically, employees were invited to participate via email notifications sent through the
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Understanding motives and consumption behavior of sports NFT holders and non-holders: a case study of Kbollect International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-07-29
Min Jin Park, J. Lucy LeePurpose The purposes of the paper were (1) to examine the primary motives for owning sports NFTs and (2) to investigate their influence on fan consumption behavior toward sports teams for NFT-holders and non-holders and to examine whether any difference between NFT-holders and non-holders existed. Design/methodology/approach A qualitative case study approach of both individual and focus group interviews
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Demonstrating and communicating artificial intelligence brand capabilities: Amazon Web Services sponsorship with the National Football League International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-07-29
John A. Fortunato, Allie KosterichPurpose As artificial intelligence (AI) continues to influence sports league and team operations, the brands providing these services are sponsoring sports properties to demonstrate and communicate their performance capabilities. This article examines Amazon Web Services (AWS) sponsorship with the National Football League (NFL). This sponsorship features functional congruence, which is when a sponsor
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Why do consumers buy sports NFTs? – decoding consumer values and needs driving purchase intention International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-07-25
Joern Schlimm, Sebastiano Mereu, Christoph BreuerPurpose Over the past years, non-fungible tokens (NFTs) have sparked growing interest in the sport industry. NFTs are unique digital assets verified using blockchain technology. Each NFT has a distinct identifier that sets it apart from other tokens, documenting its uniqueness and ownership. NFTs promise innovative growth opportunities by generating revenue via novel products such as digital collectibles
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Ethics in quantitative sport management research: the impact of AI International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-07-23
Galen Trail, Ari Kim, Hyejin Bang, Jessica R. Braunstein-MinkovePurpose Despite the use of plagiarism-checking software and current ethical guidelines in sport management journals, raising awareness of ethical concerns and potential risks of artificial intelligence (AI) applications is necessary. This paper discusses how AI affects ethical research and publishing and provides guidelines for sport management scholars to ensure quality and integrity of their research
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Toward the professionalization of sponsorship management in voluntary sports clubs: a comprehensive analysis of components and their specifications International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-07-19
Luc Schulz, Romano Keller-Meier, Grazia Lang, Siegfried Nagel, Raphael Stieger, Torsten SchlesingerPurpose Many voluntary sports clubs face financial difficulties and consequently turn to external funding sources. Recent developments suggest that sports clubs have been successful in significantly increasing sponsorship income by professionalizing their sponsorship activities. However, not much is known about how voluntary sports clubs professionalize their sponsorship management (e.g. sponsorship
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Effect of baseball stadium food service quality on outcome variables with emphasis on the moderating role of stadium atmosphere International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-07-16
Yunduk JeongPurpose While existing research has predominantly focused on the positive relationships between service quality and outcome variables, there has been limited investigation into the influence of food service quality on these variables or the moderating role of stadium atmosphere in the realm of sports marketing. This study aims to fill these gaps by examining the structural relationships between baseball
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Brand perception and its relationships to satisfaction with a virtual sporting event International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-07-11
Daniel Martínez-Cevallos, Mario Alguacil, Ferran Calabuig, Daniel Duclos-BastíasPurpose The purpose of this study is to use structural equation modeling to examine the interaction between the variables of corporate image, credibility, trust and satisfaction in the context of a virtual sporting event. The aim is to determine whether these variables have significant relationships with each other and which of them has the greatest influence on the prediction of participants' satisfaction
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How do consumers evaluate sponsorship in the aftermath of sport celebrity scandals? Uncovering evidence on social media data mining International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-07-03
Anne-Marie Sassenberg, Cindy SassenbergPurpose The purpose of this study is to investigate the effects of sport scandals on consumer perceptions of the associated sponsors and sport and to provide a typology of sport celebrity scandals to guide management response tactics. Design/methodology/approach The study conducted four focus groups that were followed by social media data mining. A total of 8,289 consumer comments were collected from
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Unveiling consumer loyalty dynamics: insights for golf club loyalty programs International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-06-24
Sangyung Lee, Young Hoon KimPurpose With the competitive nature of golf club operations, understanding the loyalty formation process is crucial for maintaining a competitive edge. This study investigated the sequential developmental stages of consumer loyalty, progressing through cognitive, affective, and conative stages. Design/methodology/approach The study conducted a survey targeting consumers who have experienced golf club
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Sport spectatorship in a virtual environment: how sensory experiences impact consumption intentions International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-06-25
Kyu-soo Chung, Chad Goebert, John David JohnsonPurpose With the advance of Web 3.0 and the range of sensory experiences offered by virtual reality (VR) to sport fans, this study examines how VR spectators’ sensory experiences affect their intentions to consume VR products and services. For this purpose, the study puts forth an expanded stimulus-organism-response (S-O-R) model. In this framework, the stimuli are the sensory imagery and stimuli,
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Virtual active sports: identifying main barriers and facilitators for casual fitness fans International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-06-20
Eugene Evsikov, Velina Hristova, Ivo Vlaev, Sonya KarabeliovaPurpose The aim of this study is to utilise the Theoretical Domains Framework (TDF) to identify the main barriers and facilitators of positive attitude towards trying Virtual Active Sports (VAS). Design/methodology/approach 200 individuals took part in an online cross-sectional survey based on 11 domains within the TDF. Linear logistic regression analysis was performed on the participant’s self-reported
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The impact of perceived corporate social responsibility on employees’ turnover intention in professional team sports: a conditional mediation model International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-06-20
Fong-Jia Wang, Weisheng Chiu, Heetae ChoPurpose The study investigated the impact of perceived corporate social responsibility (CSR) on employees' turnover intention in professional team sports organizations, focusing on employee identification and co-production’s role in this context. Design/methodology/approach Data were collected from 225 employees in professional team sports organizations, with analysis conducted via partial least squares
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Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-06-20
Olga Polyakova, Thomas Karagiorgos, Christos Anagnostopoulos, Kostas AlexandrisPurpose Despite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement
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The national rugby league and the Bundesliga: a study of brand hate International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-06-19
Simon Beermann, Kirstin Hallmann, Geoff Dickson, Michael E. NaylorPurpose This study examined brand hate within the context of the (German) Bundesliga and (Australian) National Rugby League (NRL). The study pursued two research questions: (1) What types of brand hate were expressed towards the Bundesliga and the NRL? (2) To what extent did hateful comments attract more likes than non-hateful comments? Design/methodology/approach Brand hate was studied in the context
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Examining switching intention in professional sport: a push-pull-mooring perspective International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-06-11
Mikihiro Sato, Tomo Tokuyama, Shohgo Motoyama, Lance Warwick, Junko DeguchiPurpose Drawing upon a push-pull-mooring model and the literature on behavioral loyalty, this research aims to examine the underlying factors and mechanisms that influence switching intention in the context of professional sport in Japan. Design/methodology/approach Using a two-wave survey design (pregame and postgame surveys), we collected data from 367 fans of a professional soccer team in Japan
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Sports celebrities and advertising on Instagram: a case study of brand sponsorship in Spain International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-06-10
Maria-Teresa Gordillo-Rodriguez, Joaquín Marín-Montín, Jorge David Fernández GómezPurpose The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram. Design/methodology/approach To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022
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Consumer segmentation in esports: clustering via consumption motivation International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-06-05
Julia Rietz, Kirstin HallmannPurpose The study aims to provide a reference for market segmentation in a relatively new market. Esports consumer profiles are developed based on consumption motives, structural factors, game genres, interests, demographics and behavioral intentions. It delivers managerial advice for a growing esports market. Design/methodology/approach A quantitative approach using an online survey was implemented
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Diversity, equity and inclusion in the sport metaverse International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-05-28
George B. Cunningham, Yong Jae KoPurpose The purpose of this paper is to examine the relationships among diversity, equity and inclusion (DEI), sport and the metaverse. Design/methodology/approach The authors overview the metaverse, sport applications and ways multilevel theory can help explain the influence of DEI. Findings Drawing from multilevel theory, the authors identify parallels between the sport metaverse and traditional
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The gendered plate: gender-specific food perceptions and sport sponsorship International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-05-16
Umer Hussain, Han MaPurpose This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports. Design/methodology/approach The research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional
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Navigating emerging trademarks issues for sport brands in the metaverse International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-05-15
Suji Kim, John Grady, Khalid BallouliPurpose 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. Design/methodology/approach 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
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Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-05-08
Weisheng Chiu, Doyeon Won, Jung-sup BaePurpose 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. Design/methodology/approach Symmetric and asymmetric analyses were employed for data analysis, utilizing partial least squares-structural equation
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From love to betrayal? When your team’s sponsor decides to also sponsor your rival International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-05-06
Charitomeni Tsordia, Yannis Lianopoulos, Vassilis Dalakas, Nicholas D. TheodorakisPurpose 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. Design/methodology/approach 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
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Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy? International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-04-30
Bülent Aras, Meltem ÖzelPurpose 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. Design/methodology/approach To assess this, a survey of 434 Spanish nationals from 17 different regions
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From gamification to personalization: sports media, Web 3.0 and the desire for the ultimate fan experience International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-04-30
Andrew C. BillingsPurpose 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. Design/methodology/approach 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
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Identifying online sports betting motivations associated with betting intention International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-04-29
Hyunseok Song, Kevin K. Byon, Paul M. PedersenPurpose 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
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Esports for development? Exploring esports player profiles and their development and well-being outcomes International Journal of Sports Marketing and Sponsorship (IF 3.0) Pub Date : 2024-04-15
Wonjun Choi, Wooyoung (William) Jang, Hyunseok Song, Min Jung Kim, Wonju Lee, Kevin K. ByonPurpose 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. Design/methodology/approach 324 participants were recruited from prolific academic to complete an online survey. We employed latent profile analysis (LPA) to