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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》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
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《Sport Management Review》2019,22(4):553-565
Despite the importance of an athlete’s image and reputation as an individual brand, the academic literature lacks investigations on whether and how an athlete’s brand can be protected when they engage in unethical transgressions. Focusing on athletes’ pro-social activities, the authors presented an experimental study to test how an athlete’s pro-social efforts can alleviate negative impacts from his/her transgression. In particular, the authors test the impacts of athletes’ involvement level (high vs. low) with a pro-social cause and level of fit between an athlete and a cause (high vs. low) on sport consumers’ perceptions. Results demonstrate that an athlete’s pre-scandal charitable behaviors can mitigate adverse impact of a transgression on consumer response only when the athlete has deeply engaged in charitable behaviors. The results also show that a higher fit between an athlete and a cause can generate more severe damaging impacts on consumer evaluation than a lower fit due to consumer skepticism caused by a combination between a negative reputation and a high-fit cause. 相似文献
4.
《Sport Management Review》2014,17(2):174-189
While much marketing research has focused on brand creation and management, less is known about the creation of sport brands. This paper complements the stakeholder model of branding and brand creation, which highlights the role of a firm's stakeholders in the analysis of brands, by including country-specific factors based on location and Country-of-Origin (CoO). Using a sample of innovative New Zealand-based firms, our qualitative study uses a comparative case method in two subsector settings to investigate how they have built outdoor sport brands based on that country's particular country-specific factors. We show how firms are able to leverage New Zealand's strong sport product category-country associations to create brand value. Our findings confirm that CoO image together with sport product category-country associations enables the creation of brands in sport product categories. Our paper contributes to theory and practice by extending understanding of brand creation by demonstrating the importance of location and product category. Further research directions are suggested. 相似文献
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In this study, the authors empirically test a model of sport behaviour that integrates both team identification and a network theory approach to understand attendance at intercollegiate ice hockey games. Grounded within the brand community triad, ego network data were collected among attendees to measure the fan-to-fan connections that constitute the horizontal relationships of brand community participants. Additionally, a multidimensional team identification measure was used to illustrate the vertical relationship between individual and team. Both measures were included in a structural equation model to test how both fan-to-fan and fan-team relationships explain attendance. The results from the model support the salience of both dimensions of the brand community triad, suggesting that understanding sport fan behaviour necessitates including both psychological and structural elements of behaviour. Future suggestions for extending the study of sport fans through structural networks are discussed. 相似文献
7.
《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
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《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
10.
运用实证分析法、文献资料法、逻辑分析法对国内外大型体育品牌赛事进行系统分析,总结出大型体育品牌赛事形成的基本要素,以期为政府等相关部门举办大型体育品牌赛事提供有价值的理论参考。 相似文献
11.
Xiaochen Zhou Clare Hanlon Jonathan Robertson Ramon Spaaij Hans Westerbeek Allison Hossack Daniel C. Funk 《Sport Management Review》2018,21(4):403-415
While the female activewear market is growing rapidly, research on activewear consumption and female consumers is lagging. Existing researchers have failed to produce an in-depth understanding of female consumers’ perceptions of activewear, thereby providing limited insights for the activewear industry. Drawing upon brand association theory and the functional, expressive, and aesthetic model, the authors identify important attributes of activewear brands and how attributes lead to benefits pursued by female activewear consumers. Focus groups were conducted with 72 female activewear consumers in Australia. Findings reveal three product-related attributes (functional design, colour, and size and fit) and two non-product-related attributes (price and model imagery) influence the fulfillment of four benefits (mood enhancement, exercise facilitation, healthy and active lifestyle, and physical fit body image). This research contributes theoretical and empirical knowledge about activewear consumption and the vertical structure of brand associations. Findings of this research can help activewear brands deliver benefits to female consumers through improved product designs and marketing strategies. 相似文献
12.
朱文英 《武汉体育学院学报》2007,41(8):12-16
意大利法律对运动员肖像权的保护来自于意大利民法典和版权法的规定,使用运动员的肖像必须经过肖像权人的同意,但法律另有规定的情形除外。运动员可以通过多种方式行使其肖像权,包括赞助和营销协议、运动员的个人许可、其所属体育俱乐部的使用等。当运动员的肖像权受到侵害时,受害人可以要求侵权人对造成的财产损失和精神损害承担损害赔偿责任,同时,可以诉请法院停止滥用。对我国运动员的肖像权问题有借鉴意义。 相似文献
13.
体育品牌开发现状及发展对策研究 总被引：1，自引：0，他引：1
体育品牌是重要的体育无形资产,能带来巨大收益.体育品牌开发中存在的问题应该引起足够重视.立足于现实,就如何开发中国特色体育品牌提出如下对策建议:树立体育品牌意识;对体育品牌不断进行科技创新;打造特色体育品牌;重视市场调研,开展体育品牌营销创新;加速发展民族体育品牌,走跨越式发展道路,同时加强民族体育品牌保护,走可持续发... 相似文献
14.
职业运动能够引起体育迷们强烈的情感反应,这一情感联系要优于其他所有产业.职业体育组织也努力利用这种情感联系来构建其品牌权益.由于职业体育产业的特殊属性,建立品牌权益的相关研究对其发展具有重要的价值.本研究提出修改自Gladden and Mline (1999)及Richelieu(2004)的职业运动球队品牌权益建构的理论模型,研究结果认为,职业运动球队可以利用其同球迷强烈的情感联系,通过有计划的品牌管理构建品牌权益,并为球队带来可持续的竞争优势与利益. 相似文献
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《运动与健康科学(英文)》2020,9(4):367-375
PurposeThe purposes of this study were to examine the trajectories of athlete burnout across a 2-month period characterized by high physical, psychological, and social demands to explore (1) whether several subgroups of athletes representing distinct burnout trajectories emerged from the analyses and (2) whether athlete burnout symptoms (reduced accomplishment, sport devaluation, and exhaustion) developed in tandem or whether some burnout dimensions predicted downstream changes in other dimensions (causal ordering model).MethodsOne hundred and fifty-nine table tennis players in intensive training centers completed a self-reported athlete burnout measure across 3 time points within a 2-month period characterized by high demands. Data were analyzed through latent class growth analysis.ResultsResults of latent class growth analysis showed 3 distinct trajectories for each athlete burnout dimension, indicating not only linear or quadratic change but also stability in longitudinal athlete burnout perceptions. Results also suggested that the 3 dimensions of athlete burnout did not develop in tandem. Rather, the likelihood of belonging to particular emerging trajectories of sport devaluation and physical/emotional exhaustion was significantly influenced by the athletes' perception of reduced accomplishment assessed at Time 1. Thus, reduced accomplishment predicted downstream changes in the 2 other athlete burnout dimensions.ConclusionAs a whole, these results highlighted that the multinomial heterogeneity in longitudinal athlete burnout symptoms needs to be accounted for in future research. 相似文献
16.
以射击运动员心理韧性为对象,以Galli和Vealey(2008)的运动心理韧性概念模型为指导,选取一名湖北省射击队青少年运动员作为被试,研究心理韧性在改善青少年运动员心理韧性方面的有效性。本研究的主要目的是尝试帮助正处于成长期的青少年运动员来正确认识生涯中所遇到的各种逆境,提高其心理韧性水平。本研究采取心理量表作为主要评价手段,对研究者施测《青少年心理韧性量表》、和《简式韧性问卷》,心理韧性品质以积极认知、目标专注、家庭支持、情绪控制和人际协助五个维度为评价指标。实验数据结果表明,干预后被试心理韧性整体水平有显著提高。来自教练员的观察问卷评价也验证了干预的效果。 相似文献
17.
创新驱动是国家科技发展战略规划纲要。我国运动员科学选材要走人类表型、运动型和基因型跨尺度关联性研究之路，走运动员选材与青少年育才相结合之路，其创新研究结点就是精准选材。“表遗选育”跨尺度关联性研究正是创新我国精准选材崭新的技术平台。在运动项目特征框架下，深化表型组学研究与结合基因测序才能找到精准选材的关联性突破。文章就运动员科学选材如何突破瓶颈，搭乘人类表型组计划的东风，顺势而为、锐意进取，实现体育人才精准选育进行了探索。 相似文献
18.
《Sport Management Review》2020,23(3):469-481
Brand managers often use sport sponsorship to position a brand in terms of human-like personality traits (e.g., exciting or sophisticated) and demographic characteristics (e.g., young or masculine). Yet, little is known why, how, and under which conditions such associations transfer from a sport property to a sponsor brand. The present study introduces spontaneous trait transference as a mechanism and explicates that its properties can account for such associative transfer effects in typical sport sponsorship contexts with unintentional exposure and limited control. Two experiments show that, consistent with spontaneous trait transference predictions, (a) sport sponsorship transfers only the sponsored sports’ focal traits (but no general evaluative halo) to the sponsors, (b) spontaneous trait transfer occurs for both sport personality and age traits largely independent from each other, and (c) transfer effects occur for unfamiliar brands, but also (to a lesser extent) for familiar brands. Practical implications of these findings for the selection of sponsorship properties, the design of sponsorship communication, and for targeting specific consumer segments with appropriate sponsorships are discussed. 相似文献
19.
《Sport Management Review》2016,19(2):183-197
Brand communities have become an important aspect for brand management in social media. However, many brands have failed to establish a successful online brand community. In this study, we introduce branded communities as an alternative concept to brand communities. In contrast to brand communities, a branded community does not revolve around a specific (sport) brand, but around any interest or need. However, a specific brand makes use of the community for marketing purposes by sponsoring or operating the community. We emphasize the suitability of sport as an interest around which branded communities can be built as well as links of branded communities to sport sponsorship. We empirically studied the factors which influence the success of this phenomenon and the effects of operating or sponsoring such a community for a brand by using an online survey (N = 501) of members of a branded online community relating to football. The results demonstrate the relevance of topic interest (i.e., identification and involvement with football) and the quality of the community as determinants of interest in and loyalty towards a branded community. The brand owner benefits from an increase in brand loyalty for those community members who are aware of the brand as the operator of the community, whereby awareness of this sponsorship does not decrease loyalty towards the community. Our research contributes to previous knowledge by proving that branded communities are both an effective means for companies to deploy sponsorship and branding strategies in social media and provide a promising opportunity for sport managers to generate value. 相似文献
20.
Perfectionism has been identified as an antecedent of athlete burnout. However, to date, researchers examining the relationship between perfectionism and athlete burnout have measured perfectionism at a trait level. The work of Flett and colleagues (Flett, Hewitt, Blankstein, & Gray, 1998) suggests that perfectionism can also be assessed in terms of individual differences in the frequency with which they experience perfectionistic cognitions. The aims of this study were to: (1)examine the relationship between the frequency of perfectionistic cognitions and symptoms of athlete burnout; and (2)determine whether the frequency of perfectionistic cognitions account for additional unique variance in symptoms of athlete burnout above the variance accounted for by self-oriented and socially prescribed dimensions of perfectionism. Two-hundred and two male rugby players (mean age 18.8 years, s?=?2.9, range 16-24) were recruited from youth teams of professional and semi-professional rugby union clubs in the UK. Participants completed measures of trait perfectionism, frequency of perfectionistic cognitions, and symptoms of athlete burnout. The frequency of perfectionistic cognitions was positively related to all symptoms of athlete burnout and explained 3-4% unique variance in symptoms of athlete burnout after controlling for self-oriented and socially prescribed dimensions of perfectionism. Findings suggest that the frequency with which perfectionistic cognitions are experienced may also be an antecedent of athlete burnout. Perfectionistic cognitions should, therefore, be considered in both future models of the relationship between perfectionism and athlete burnout, as well as interventions aimed at reducing perfectionism fuelled burnout. 相似文献