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1.
《Sport Management Review》2016,19(4):441-453
The first purpose of this study was to elaborate upon existing critiques and return to the fundamental brand personality concept by reexamining personality trait theory (i.e., lexical approach) and the sport brand personality literature. Based on a conceptualisation of sport brand personality, the second purpose was to develop an instrument for measuring brand personality in sport based on the restricted definition that excludes non-human personality traits. We adopted the lexical approach in an effort to explore the application of the HEXACO model for obtaining a set of representative personality traits (N = 36) both applicable and relevant to sport brands. For the purpose of this study, a sport brand × subject structure was utilised to find major sport brand personality dimensions. As a representative brand in sport, the National Football League was selected. Two data sets were collected from college students. The 36 sport brand personality traits were submitted to a principal axis factor analysis on the first data set (N = 196). The analysis identified five factors (i.e., Agreeableness, Extraversion/Emotionality, Openness, Conscientiousness, and Honesty) that closely resemble the structure of human personality models. A Confirmatory Factor Analysis confirmed that the newly developed five-factor model has an acceptable fit to the second data set (N = 155). This study identified that the lexical approach can provide a conceptual and methodological foundation when developing brand personality instruments. 相似文献
2.
《Sport Management Review》2014,17(4):470-483
The branding of sport leagues represents an emergent area of scholarship. The current research capitalised on an opportunity to explore the strategies sport leagues can implement to develop their brand and consequently better satisfy their consumers. The Psychological Continuum Model (PCM) was used to guide the examination of sport brand development strategies recommended by consumers of a sport league. Mixed method data were collected from football consumers in Australia (N = 230). Seven themes were uncovered through qualitative content analysis representing three brand development strategies – market penetration, market development and product development. The study contributes to sport management literature by (1) identifying strategies that can be used to position sport brands; (2) indicating how these strategies may be used to influence consumers’ brand associations; (3) demonstrating the close brand relationship between leagues and their clubs and (4) enhancing market research sampling knowledge. The study also provides sport managers with strategic brand management directions. 相似文献
3.
Yuhei Inoue Caroline Heffernan Taku Yamaguchi Kevin Filo 《Sport Management Review》2018,21(2):202-218
In this mixed methods research, the authors examine a unique type of small-scale event – a charity-affiliated sport event – and define and measure its social and charitable impacts as perceived by residents. Findings from interviews (N = 37) and surveys (N = 459) with residents indicated that the event’s social impacts can be defined by its capacity to develop social capital, enhance collective identity and pride, and promote sport, health, and well-being. Three types of charitable impacts also emerged, including empathy for cause, informational support, and tangible support. Of them, empathy for cause, which addresses a central social issue in the host community, had the strongest association with residents’ perceptions of social impacts. These results provide evidence of a variety of positive impacts that a charity-affiliated sport event has on a community, which can be used to bolster appeals for corporate sponsorship and government support to assist in event delivery. 相似文献
4.
《Sport Management Review》2014,17(3):310-323
This research examined how familiarity with a brand influences how negative publicity related to a celebrity endorser is perceived. Specifically, the current research determined if familiarity with event and sponsor brands may temper any negative consequences of being linked with negative celebrity endorser publicity. Two studies were conducted to investigate this aim. Study 1 (n = 136) used unfamiliar brands and indicated attitudes towards the selected sponsor and the event brands were significantly reduced after negative publicity surrounding an associated celebrity endorser emerged. In contrast, individuals not exposed to negative publicity did not report reduced attitude scores. Study 2 (n = 272) used unfamiliar and familiar brands and found that negative publicity surrounding celebrity endorsers has the capacity to weaken attitudes towards associated event and sponsor brands. However, any negative impact was tempered by an individual's familiarity with the respective brand, indicating brand familiarity has a moderating effect on brand attitudes within the sports marketplace. This research furthers understandings related to sport sponsorship theory by assessing the role of brand familiarity in tempering information transference. Additionally, the paper provides insights to the events category which has not been researched previously. Brand managers can use this information to develop proactive and reactive strategies to employ to protect their brands when celebrity endorsers attract negative publicity. 相似文献
5.
Although the practice of building brand equity in the context of professional sport teams is popular, the formation of sport team brand equity in the sport marketing literature is still relatively unknown and incompletely understood. In this study, the authors propose a dual-identification model to examine the formation of sport team brand equity in an Asia-based professional team sport setting. Baseball fans (N = 548) of the Chinese Professional Baseball League (CPBL) in Taiwan participated in the self-administered survey. A Partial Least Squares Structural Equation Model analysis revealed that marketplace characteristics (including group experience, salient experience, team history, and fan rituals) and brand-identified-related factors (including self-congruity and team brand prestige) were significantly related to identification with sport team and identification with sport team brand, respectively. In turn, both identification with sport team and identification with sport team brand were significant predictors of sport team brand equity. These findings highlight the importance of studying a dual-identification model in order to understand how sport team brand equity forms and suggest implications for sport team managers. 相似文献
6.
Jerónimo García-Fernández Pablo Gálvez-Ruíz Jesús Fernández-Gavira Luisa Vélez-Colón Brenda Pitts Ainara Bernal-García 《Sport Management Review》2018,21(3):250-262
Due to its importance in fitness centers, a number of authors have explored and analyzed loyalty. However, two characteristics not yet examined are service convenience in fitness center chains and low-cost fitness centers (an emerging business model). In the present study, the authors sought to understand the relationship among perceived quality and service convenience on perceived value, satisfaction, and client loyalty in low-cost fitness centers. Clients (N = 763; 381 women and 382 men) from three low-cost Spanish fitness centers were surveyed, revealing a positive relationship among the variables studied. Findings demonstrate the importance of proper management of non-monetary sacrifices and perceived quality by the managers of these sport organizations, since client loyalty could depend on factors of these emerging sport models. 相似文献
7.
《Sport Management Review》2016,19(2):157-170
Researchers have suggested that brand equity is vital for professional sport teams by focusing on the examination of sport fans in general. The current study aims to examine the differences in team brand equity perceptions between fan club members and non-members, and the predictive role of brand equity dimensions on behavioral intentions. Data were collected from fans of a professional football league (n = 2287) with an adapted version of the spectator-based brand equity scale. The results gathered through a confirmatory factor analysis provide evidence of fair psychometric properties of the measurement scale. A multi-group CFA analysis showed factorial stability of the model in both groups, while the latent mean comparisons revealed significant differences in the dimensions of brand mark, social interaction, commitment, team history, organizational attributes, team success, head coach, management, stadium, and internalization. In addition, a multi-group SEM analysis revealed that the relationships between brand equity dimensions and behavioral intentions are not significantly different among the groups. Social interaction, team success and internalization were the significant positive predictors of behavioral intentions among the overall sample. These findings highlight the importance of studying different types of consumers and suggest managerial implications, such as the need for clubs to establish reciprocal relationships with fans in order to increase their levels of internalization and contribute to increased behavioral intentions. 相似文献
8.
This paper explores the differing perceptions and identity responses (identification, apathy and disidentification) that potentially exist in relation to one non-profit Community Sport Organisation (CSO), and whether they explain variations in individuals’ existing values and beliefs, sport interest, community identification and views about one organisation's legitimacy. Data were collected using a quantitative online survey (n = 390), then analysed using Confirmatory Factor Analysis (CFA) and Multiple Analysis of Variance (MANOVA) to test three hypotheses investigating whether existing values and beliefs, shared community values, local players, organisational practices and sport interest varied based on perception of organisational image and identity response. Based on the contributions of this study, non-profit CSOs should spend time developing understanding of the key dimensions that make them relevant to constituents and to decipher the values and beliefs that underpin what external audiences expect from organisations. In addition, understanding specifically what a CSO's audience expects is fundamental if the organisation is to be perceived as legitimate in relation to its purpose. 相似文献
9.
《Sport Management Review》2014,17(1):23-34
Previous research examining people with disabilities has mainly looked at participation barriers and has formulated implications for sport providers; however, the supply side has been largely neglected. The purpose of this study was to explore the organizational capacity and organizational problems of clubs that provide sport for people with disabilities (referred to as ‘disability sport clubs’). The conceptual model of organizational capacity was used as a theoretical framework. Within a German sport club sample (n = 19,345), a sub-sample of disability sport clubs (n = 521) was identified. The idea was to compare disability sport clubs with other sport clubs; however, comparing a small sub-sample with a large rest-sample may inevitably lead to statistical significance. Therefore, a matched pairs analysis was applied. Since disability sport clubs were significantly larger in terms of members and sports and were located in bigger communities, statistical twins were identified in the dataset that were similar in size and location. The results showed that clubs providing sport for people with disabilities are not specific disability sport clubs. Evidently, these are large multi-sports clubs that have greater capacity for catering for older adults and low-income people, for strategic planning, and for establishing relationships with other institutions in the community than their statistical twins. The regression results indicated that strategic planning significantly contributed to the reduction of several organizational problems of disability sport clubs. The findings have implications for policy makers, club management, and sport management scholars. 相似文献
10.
《Sport Management Review》2016,19(5):536-549
The increasing popularity of mass participant sport events has provided sport event managers and scholars with an opportunity to contribute to a broader conversation on ways to promote population health. Theoretically, these managed sport services should have the capacity to enhance event participants’ well-being; however, the empirical link between event participation and well-being remains inconclusive. By comparing individuals who participated in a distance-running event with individuals who did not participate in the event, this study examined the contributions of the distance-running event, behavioural loyalty, and psychological involvement to life satisfaction, an indicator of mental health and well-being. Participants (N = 742) were recruited from a 10-mile running event held in the United States. The results revealed that participation in a distance-running event was positively associated with weekly running activity, an indicator of behavioural loyalty. In addition, the two facets of psychological involvement in running—pleasure and sign—mediated the relationship between weekly running activity and life satisfaction. These findings provide empirical support that distance-running events can serve as environmental correlates of participants’ behavioural loyalty and that the contribution of behavioural loyalty to life satisfaction lies in whether event participants identify pleasant and symbolic aspects of the activity. 相似文献
11.
The revenue composition of for-profit and non-profit organisations is fundamentally different. Non-profit organisations have diversified revenues and must therefore manage an income portfolio. For the management of the income portfolio of a non-profit sport club it is not only important that sufficient revenues are available, but also where they come from as complex interactions exist among different revenue sources. These interactions are referred to as crowd-out effects (increases in one revenue source lead to decreases in another source) and crowd-in effects, respectively. The interactions among revenue categories of non-profit sport clubs were analysed using a longitudinal dataset from a nationwide sport club survey in Germany (n = 5026). Elasticity measures were calculated within a regression framework which provided information about the nature and significance of interactions. The results revealed a significant positive interaction between revenues from donations and sport supply (e.g., membership and service fees) pointing towards a crowd-in effect, i.e., increased revenues from donations have crowded in revenues from sport supply. Moreover, increased revenues from subsidies were found to crowd in revenues from donations and economic activities (e.g., sponsorship). Significant negative interactions were observed for revenues from economic activities and other supply suggesting that increased revenues from economic activities have crowded out revenues from other supply. The findings indicated an increased level of commercialisation supporting a modernisation of German clubs. Furthermore, the uncertainties have increased and therefore sport clubs have to consider the level of uncertainty of their revenue sources when they manage their income portfolio. 相似文献
12.
《Sport Management Review》2015,18(1):69-85
The current study focused on addressing a gap in understanding the design, structure, and management of sport-for-development (SFD) initiatives, in this case an initiative rooted in sport-based service learning. Sport, and specifically SFD, has been shown to facilitate positive outcomes such as social capital development through expanding networks and community building. Some studies have focused on impacts on volunteers in sport and SFD programs. These volunteers have developed networks most often through informal relationship building activities. Building on this knowledge, the current mixed methods study investigated the social capital development of alumni of a college service learning through sport course. Survey data (n = 93) and individual interviews (n = 22) with participants who had completed at least one semester in the course indicated that social capital development was facilitated. In particular, the intentional design, structure, and management aspects of the course and program provided opportunities for social capital development. 相似文献
13.
Nicholas D. Theodorakis Kostas Alexandris Nikolaos Tsigilis Serafim Karvounis 《Sport Management Review》2013,16(1):85-96
The present study aimed to examine the relationships among service quality, satisfaction and spectators’ behavioural intentions, in the context of professional football. Using Gronroos’ (1984) theoretical framework, service quality was conceptualized in terms of technical (outcome) and functional (process-related) quality. Outcome quality was measured with two dimensions: game quality and team performance, while five dimensions were used to measure functional quality (tangibles, responsiveness, reliability, access and security). Three hundred and fifty (N = 350) spectators of a professional football game in Greece participated in the study. The results provided support of the two total service quality model used. Furthermore, outcome quality was shown to have a stronger influence on spectators’ satisfaction levels than functional quality; finally, satisfaction was shown to partially mediate the relationship between service quality and spectators’ behavioural intentions. These results contribute to our theoretical understanding of the factors that predict spectators’ loyalty in professional football. Sport marketing implications are also discussed. 相似文献
14.
《Sport Management Review》2015,18(3):370-383
This study explored how consumer interactions evolve within an emerging brand community. Since newly formed brand communities are marked by the presence of scale-free networks, an ethnographic study among individuals in their second year of tailgating at American football games was conducted to examine whether group leaders were able to empower their followers and alleviate the Achilles’ Heel of scale-free networks. The authors investigated whether member empowerment led to a more balanced network of consumers, whereby individual group members increased their involvement and loyalty towards the group itself and the larger brand. Social network theory was used to examine the changes in relationships among individual consumers within the brand community, specifically focusing on the construct of centrality. Marketing implications associated with the changes and developments of these evolving brand communities are discussed. 相似文献
15.
《Sport Management Review》2015,18(2):182-192
Social networking sites (SNS) are often shown to be influential in developing activity engagement as well as psychological well-being, but empirical evidence is scarce as to their effectiveness in a sport context. The current study examined the potential for SNS use to mediate the effects of physical activity involvement on (1) the level of regular exercise behavior, and (2) social life satisfaction. Results of an online survey (n = 3476) indicated that the influence of running involvement on both running behavior and social life satisfaction are partially mediated by use of running-related SNS. This general finding is reflective of the effects of social media in a specific sport context. Thus, this study demonstrates the theoretical potential for running-related social media to serve as an engagement platform that can augment the influence of involvement on the physical and mental benefits of participation in running. 相似文献
16.
Engaging in relationships with other organizations is one way for nonprofit community sport organizations (CSOs) to acquire needed resources, knowledge, and other social benefits while achieving important public purposes and building community cohesion. This study explored the processes and outcomes of interorganizational relationships in CSOs through semi-structured interviews with presidents of these organizations (N = 20). The findings revealed key relationship processes including trust, consistency, balance, and engagement as well as specific management skills. The findings also revealed that relationships impacted CSOs through enabling improvements to program/service quality and operations, and enhancing community presence. The study contributes to the interorganizational relationship literature and our understanding of how relationships advance organizational goals in this small nonprofit context. 相似文献
17.
万翠琳 《武汉体育学院学报》2010,44(1):41
以中国企业赞助奥运为研究样本,采用结构方程模型和层次回归分析等研究方法,就消费者感知的企业赞助动机与品牌忠诚的关系进行实证分析.研究结果表明,赞助利他动机对消费者态度具有显著正向影响,对品牌忠诚没有直接的影响作用;赞助利己动机对消费者态度不具有显著的负向影响,对品牌忠诚具有显著的负向影响;消费者对赞助品牌所持有的总体态度越好,对赞助品牌的忠诚度就越高;消费者态度在赞助动机影响赞助品牌忠诚的过程中起着部分中介作用.赞助企业只有深入了解和掌握赞助营销中的这些特征与规律,才能更好地利用赞助营销进行品牌忠诚建设. 相似文献
18.
《Sport Management Review》2016,19(2):120-132
A growing number of sport for development and peace (SDP) organizations seek to address social issues through sport. Hall et al. (2003) created a multidimensional framework that suggests SDP and other nonprofit organizations need human resources, financial, and structural capacities to accomplish their organizational goals and objectives, but may face challenges with developing these capacities. The current study used this framework and examined the capacities of Gainline Africa – a small SDP nonprofit organization based in North America and operating programming in an East African post-conflict community – to identify critical elements that influenced the organization's ability to fulfill its mission. Semi-structured interviews (n = 10) were conducted with its North American staff members. The study's findings build upon the theoretical understanding of organizational capacity within nonprofit sport organizations, and several new elements such as community funding and managing nontraditional Global North-Global South dynamics, were revealed that could be unique to the SDP context. Practically speaking, smaller SDP organizations can use the findings to help increase their organizational capacity through leveraging local partnerships and understanding the role and usage of paid versus volunteer staff members. 相似文献
19.
As sport marketers are increasingly engaging in cause-related sport marketing (CRSM) programs, there is a growing interest in understanding what CRSM characteristics and circumstances can lead to success. This study extends prior research by examining the direct and moderating impacts of team identification and cause organizational identification on consumer attitudes toward cause related sport marketing (CRSM) programs using intercollegiate sport contexts in the United States. A two groups (high vs. low-fit CRSM messages), between subject, and post-test only experiment (N = 309) denoted that respondents showed more positive attitudes toward high-fit CRSM messages and both team identification and cause organizational identification had different moderating effects of sport/cause fit on attitudes. Fit between a sport team and a cause had a greater impact on attitudes when consumer affinity toward the sport team was more positive. However, fit had little or no impact when consumer affinity toward the cause was positive, but it played a significant and positive role when consumers showed low affinity toward the cause. 相似文献
20.
美国青少年体育赞助与体育后备人才培养机制的启示 总被引：1，自引：0，他引：1
美国青少年体育赞助已经形成一整套成熟的机制，它促进了美国青少年体育的普及和发展，激励了体育后备人才的成长。学校体育与体育赞助的有机结合，是美国体育后备人才保持长盛不衰的一个重要因素。这种独具特色的青少年体育人才培养机制，对于我国青少年体育人才的培养具有重要的借鉴价值。 相似文献