bluuebunny/crossref_metadata_2025 huggingface dataset:
Boxing and Sponsorship: a Mismatch or a Knockout Combination?
Authors: Cordiner Richard
Published: February 2016

Sports sponsorship is increasingly perceived as a powerful way for brands to connect and resonate with target markets yet, despite the proven success of worldwide viewing figures, professional boxing remains all but ignored. Brands have shied away from the sport due to its inherent violence and often-controversial image, but boxing can deliver a media-savvy young male demographic in a less cluttered marketing environment. So have sponsors overlooked a prime opportunity?
Relationship Marketing and Interactive Fan Festivals: The Women's United Soccer Association's ‘Soccer Sensation’
Authors: Jowdy Elizabeth , McDonald Mark
Published: February 2016

This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of interactive fan festivals is outlined. Also highlighted are the key marketing concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties interested in using the interactive fan festival as a marketing tool in the future.
Men's Versus Women's Collegiate Basketball Customers: Attitudinal Favorableness and the Environment
Authors: Kahle Lynn R. , Aiken Damon , Dalakas Vassilis , Duncan Marc
Published: February 2016

This article sheds light on how fans, as consumers of sports, perceive environmental factors at collegiate sporting events and how these consumer perceptions relate to positive affect toward the event for men's versus women's intercollegiate basketball customers in the USA. Gaining a deeper understanding of environmental factors and their relation to attitudinal favorableness is important as sports marketers continue to strive to satisfy sports consumers better. This work is especially important because environmental factors are often under the control of sports marketers — as opposed to uncontrollable factors such as winning percentage and player personnel. A mail survey was distributed to exiting customers at four basketball games at a large northwestern US university (two men's games and two women's games, n = 759). The overall favorableness of women's basketball customers exceeded the overall favorableness of men's customers on environmental factors tested. Women's customers placed more emphasis on atmospheric factors such as the courteousness of staff as well as facility and hospitality factors such as seating and concessions in rating their overall favorableness. Men's customers emphasized secondary entertainment factors, such as the band, as important environmental sources of favorableness.
Questioning the Name Game: An Event Study Analysis of Stadium Naming Rights Sponsorship Announcements
Authors: Becker-Olsen Karen
Published: February 2016

Stadium naming rights programs have proliferated over the past decade, yet we have no direct evidence that these types of sponsorship programs help companies develop their long-term brand equity or even provide a short-term boost to corporate value. This paper examines the impact that naming rights programs have had on the stock values of the corporate sponsors. Using event study analysis, it is found that there are mixed responses to these types of programs. A discussion is provided which helps to explain the mixed results and provides communications mangers with some suggestions on creating more effective naming rights programs.
Sports Sponsorship and Brand Personality - The Ryder Cup Team and IBM
Authors: Deane John
Published: February 2016

This study has sought to examine the issue of 'brand image' and its potential impact on sports sponsorship. In particular, brand personality of a sports event and sponsor are considered in relation to sponsor-event fit and image transfer. The study proposes that if there are strong links in terms of brand personality between the Ryder Cup and IBM brands, then the stronger will be the shared 'brand image' and impact of the sponsorship relationship in the minds of consumers. For the purposes of this study it is assumed the sports event of The Ryder Cup is perceived as a 'brand' in its own right.
Brand loyalty of NASCAR fans towards sponsors: the impact of fan identification
Authors: Levin Aron M. , Beasley Fred , Gamble Tom
Published: February 2016

Although brand loyalty has been cited by practitioners as one of the most important sponsorship objectives, there is little empirical research on the effect that sponsorship has on sports fans' loyalty towards sponsoring brands. Comparing a sample of NASCAR fans to a sample of non-NASCAR fans, brand loyalty towards NASCAR sponsors was measured using a scale that includes both attitudinal and behavioural components. It was found that NASCAR fans exhibited stronger brand loyalty than non-NASCAR fans to NASCAR sponsoring brands of beer, particularly on the attitudinal component of brand loyalty. Furthermore, it was found that NASCAR fans' loyalty to NASCAR sponsoring brands is significantly higher for those fans who scored high on a scale that measures fan identification. Again, this effect was significant on the attitudinal factor of brand loyalty, but not the behavioural factor.
Interview with John Constantinou European Sponsorship/Promotions Manager Sony Computer Entertainment Europe
Authors: Rines Simon
Published: February 2016

John Constantinou discuss his role at Sony Computer Entertainment and how the company embraced sponsorship as a key part of its marketing strategy. He explains the need to rationalise the rights portfolio but emphasises how a balance of grass roots and very high profile event sponsorships can complement each other. Constantinou also discusses the issues that he sees as important in the development of sponsorship, pointing in particular to customer relationship management and research.
Internet sports marketing and competitive advantage for professional sports clubs: bridging the gap between theory and practice
Authors: Evans Daniel M , CT Smith Aaron
Published: February 2016

This research identifies internet-based opportunities for developing competitive marketing advantages and provides recommendations for the use of the internet in sports marketing. A telephone-administered survey, constructed from an instrument developed by Sethi and King (1994), Caskey (1998) and salient literature, was employed. All 55 clubs participating in Australia's four largest professional sporting leagues formed the sample, with an 87% participation rate achieved. Results lead to several practical recommendations for professional sporting organisations seeking
to improve their internet marketing opportunities.
Interview with Naomi Travers Executive Vice President for Media Rights and Entertainment, C-SET
Authors: Dittmore Steve
Published: February 2016

Naomi Travers discusses the challenges of starting a Regional Sports Network (RSN) for the new C-SET (Carolinas Sports Entertainment Television) franchise, from both a distribution and an advertising standpoint. She also outlines her view of what the future holds for RSNs in North America.
Tries and conversions: are sports sponsors pursuing the right objectives?
Authors: Hartland Trevor , Skinner Heather , Griffiths Alison
Published: February 2016

Sports sponsorship is perceived as important in developing relationships with key clients. However, few companies set relationship marketing objectives when sponsoring sports. This paper aims to examine whether sports sponsors are pursuing the right objectives. It concludes that a deeper understanding of the sponsor's relationship marketing objectives could heighten the sponsor's success, thereby reinforcing and sustaining their own relationship with the sponsoring organisation.
Applying the public relations function to the business of sport
Authors: Hopwood Maria K
Published: February 2016

Public relations practice in sport is not always evident, yet to the contemporary sports business, it has much to offer. This paper explores the value of public relations to professional sports organisations. Cricket was chosen in particular because although it does not enjoy the same popularity as soccer in the UK, it has an extremely loyal fan base and widespread support at grass roots level. A critical finding from this research is that the communications strategies recommended for use in cricket are equally applicable to other sports.
Athlete endorsement in the international sports industry: a case study of David Beckham
Authors: Yu Chia-Chen
Published: February 2016

As the world becomes a global village, sports organisations have begun to extend their markets and fan bases to different groups of customers. David Beckham, a British soccer star with a high profile marriage and much media attention, has endorsed numerous products, thereby becoming an excellent case study for the current trend of athlete endorsement in the international sports industry. The results of this case study provide insights into factors that might influence the success of athlete endorsement.
A post modern conception of the product and its applications to professional sports
Authors: Richelieu André , Boulaire Christèle
Published: February 2016

In the post modern era, a product or service has four potential representations: experiential; social; democratic; and an element of an organisation, a network or a universe. This paper looks at post modern product representations in the sports industry that are supported by marketing decisions. These decisions could provide guidelines to sports managers who want to strengthen the emotional connection between the team and the fans.
Image transfer in sports sponsorships: an assessment of moderating effects
Authors: Grohs Reinhard , Reisinger Heribert
Published: February 2016

This paper identifies factors that support and hinder image transfer in sports sponsorships. It develops a framework of drivers of image transfer and tests the proposed hypotheses empirically at a large sporting event with a number of different sponsors. The results
suggest that event-sponsor fit has a positive impact and is the main driver of the strength of image transfer. Event involvement also positively affects
image transfer, but the magnitude of this effect is lower. Sponsorship exposure does not have a significant influence. However, there is an interaction between event-sponsor fit and sponsorship exposure, indicating that higher exposure leads to an increased image transfer if the fit between event and sponsor is high. Implications of results for the choice and design of sport sponsorships are discussed and further areas of research identified.
Satisfaction as a predictor of football club members' intentions
Authors: McDonald Heath , Shaw Robin N.
Published: February 2016

A survey of almost 8,000 season ticket holders of Australian Football League clubs suggests that a combination of tangible (ticketing arrangements) and intangible (feelings of personal involvement) aspects have the greatest influence on the satisfaction of members and their intentions regarding future membership.
The effect of perceived image fit on brand awareness: 2002 Korea-Japan World Cup
Authors: Koo Gi-Yong , Quarterman Jerome , Jackson E. Newton
Published: February 2016

Much of the existing research in sports sponsorship is applied in nature and devoid of serious theoretical insight regarding its role from a marketing communication effects standpoint. In this study, Taylor & Crocker's (1981) schema theory is used to interpret the phenomenon that sponsoring events exhibiting a good image fit with the brand can strengthen brand awareness. Since consumers' perceptions of the FIFA World Cup/official partners image fit enhance the brand awareness of sponsoring brands, the results have implications for the FIFA World Cup marketing parties using sports sponsorship as a strategic marketing tool.
An empirical analysis of gender differences in sports attendance motives
Authors: Hall John , O'Mahony Barry
Published: February 2016

In Australia, male sports attendees outnumber female sports attendees by 25%, yet little research has been conducted into the attendance motives of women. This study undertakes an analysis of 460 respondents using descriptive and multivariate statistics to distinguish the attendance motivations of women and compare them directly to those of male attendees. The findings suggest that female attendance can be influenced through management and promotional strategies.
An exploration of motives in sport video gaming
Authors: Kim Yongjae , Ross Stephen D.
Published: February 2016

This study examined motivational dimensions underlying sport video game playing, from a uses and gratification perspective, with the use of focus groups and confirmatory factor analysis. Through a rigorous scale development procedure, seven motivation dimensions were identified - knowledge application, identification with sport, fantasy, competition, entertainment, social interaction and diversion. The results also suggest that the pattern of sport video game use is more purposeful and active than uses of more traditional media. Future research opportunities and managerial implications for using video games in developing a more creative and interactive communication tool are also discussed.
Moneyball as a supervening necessity for the adoption of player tracking technology in professional hockey
Authors: Mason Daniel S.
Published: February 2016

Sports leagues and media providers are constantly seeking new ways of improving the consumption experience of viewers. Several new technologies have arrived in the industry, but many have not proved financially viable. Among these new technologies is tracking technology, used to augment television coverage and for coaching enhancement. This has had mixed results. In this paper I argue that the emergence of Moneyball management practices in sport have created the supervening necessity (Winston, 1998) required to drive demand for player tracking technology in ice hockey. This technology is able to collect the data necessary to implement statistical analyses comparable to those used in professional baseball to cover media enhancement, coaching enhancement and Moneyball management.
Considering entertainment-games websites in sports marketing: the case of Stick Cricket
Authors: Kitchin Paul
Published: February 2016

Stick Cricket is a website visited by more than 2 million unique users every month, with each user averaging more than 20 minutes per visit. The website is positioned outside the sporting website category by internet research firms, and this oversight does not consider the valuable consumer segments that these types of websites may hold. This case study describes the business decisions of the Stick Cricket developers in taking a flash-based computer game and creating a website that has been transformed into a sporting portal. The factors that contribute to this success are discussed and provide useful tips for website developers and sports marketers.
In-stadium sponsorship evaluation of a mega-sponsee: the 2004 Grey Cup
Authors: O'Reilly Norm , Nadeau John , Séguin Benoit , Harrison Mark
Published: February 2016

This research highlights the need for sophisticated measurement tools to allow sponsors and sponsees to evaluate sponsorship achievement against specific goals and its performance relative to other promotional tactics. Two high-profile in-stadium sponsorships of a mega-sponsee, the Grey Cup, are evaluated. Some evidence appears to supports and the effectiveness of the sponsorships; other observations raise questions about the accuracy of the evaluation process. The paper provides direction for practice and future research in sponsorship evaluation.
Interview with Iñaki Urdangarín Former President, Nóos Institute, former First Vice President, Spanish Olympic Committee, and former professional handball and football player (Spanish national team and FC Barcelona)
Authors: Kase Kimio
Published: February 2016

A former professional handball player and Olympic medallist, Iñaki Urdangarín played with FC Barcelona and on the Spanish national handball team from 1986 to 2000. He also served as First Vice President for the Spanish Olympic Committee. In 2001 he was awarded the Real Orden al Mérito Deportivo, which recognises outstanding contribution to sport in Spain. In recent years he has worked as a consultant specialising in human resources. He co-founded the Nóos Institute, a scientific association whose mission is to promote research into the management of patronage, social responsibility and sponsorship activities, and was its president until April 2006. He has an impressive number of sporting achievements under his belt. During his time with FC Barcelona, his team won over 50 major competitions, including the Spanish league on 10 occasions and countless national and European trophies. He was picked for the Spanish team 172 times and took part in three Olympic Games, winning two bronze medals. He also has two silver medals and one bronze from the European Championships. Iñaki Urdangarín has a diploma in business sciences (specialising in human resources) from the Central University of Barcelona, a degree in business administration and management and an MBA from ESADE Business School, where he lectures in the Department of Corporate Policy.
Economic impact of support in Spanish professional football
Authors: Barajas Angel , Urrutia Ignacio
Published: February 2016

This paper explains the concept of support as an economic driver of football. It begins with a theoretical approach to the concept of support and a review of the literature relating to support, fan typology and factors that determine attendance at stadia. Next, factors that influence support are explained and a schema for a model of support is proposed. Finally, an analysis is carried out of the influence of attendance on revenues in Spanish professional football clubs.
Is sport becoming too commercialised? The Houston Astros' public relations crisis
Authors: Jensen Ric , Butler Bryan
Published: February 2016

Throughout sport, the incidence of commercial sponsorship is increasing and shows no signs of slowing. This case study examines the negative consequences that can arise when a corporate stadium naming rights partner (Enron) becomes embroiled in financial and ethical controversies and how its collapse affected the team that uses the stadium for its home games (Major League Baseball's Houston Astros). It examines public relations strategies and tactics the Astros used to disassociate themselves from Enron and to recapture public support.
Global success in sport: the effective marketing and branding of the UEFA Champions League
Authors: Holt Matthew
Published: February 2016

The history and heritage of some brands is such that an accumulation of brand equity occurs whereby stocks of images, symbols, logos and icons are built up. The role of brand managers in these cases is to release this equity in an attempt to both realise the value of brand equity and provide a foundation for future development of brand equity. Using a case from global sport, this study analyses the branding of a property and how this drew from a number of equity enhancing features, as well as capitalising upon changes in marketing and the marketplace.
Interview with Nicky Grist Former World Rally Championship co-driver
Authors: Watts Andrew
Published: February 2016

Nicky Grist is probably best known as a former World Rally Championship (WRC) co-driver and for his achievements in the arena of world rallying. He is most closely associated with Colin McRae, for whom he was co-driver between 1997 and 2002, when together they won no fewer than 17 WRC events. He has also co-driven for Armin Schwarz and Juha Kankkunen, and is the second most successful co-driver in the history of the WRC. After a 14-year career in the WRC, and with a massive 21 World Rally victories to his credit, he founded the Nicky Grist Co-Driver Academy to help young codrivers wishing to make an impact in the sport. He has also formed NG Motorsports Ltd, a retail and wholesale supplier of motorsport products.
Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008
Authors: Söderman Sten , Dolles Harald
Published: February 2016

The aim of this research was to identify and describe driving forces of importance in sponsorship during the seven years preceding a mega-sporting event like the Olympic Games 2008 in Beijing. This was done through the development of a conceptual 'meansobjectives model' linking sponsorship to brand equity factors and to objectives. The proposed model enables matching with real data consisting of 200 randomly chosen advertisements, articles and press releases from Chinese newspapers and the internet, revealing six types of means-objectives in sponsorship.
Strategic fit in international sponsorship - the case of the Olympic Games in Beijing 2008
Authors: Ko Yong Jae , Park Hyewon , Claussen Cathryn L
Published: February 2016

Action sports are beginning to acquire the status of mainstream sports and are increasingly recognised as a profitable enterprise by both the sports industry and the business industry. The purpose of this study is to analyse motivation of action sports participants. The researchers collected data at the 2005 LG (Lucky Geum Sung) FMX (Freestyle Motocross) World Championships. The results of a MANOVA test and a series of ANOVA tests revealed that in general these action sports participants (n=253) are highly motivated by fun/enjoyment and risk-taking. Motivation of action sports participants varies across gender and level of experience.
Demographic and psychographic variables predicting NASCAR sponsor brand recall
Authors: Kinney Lance , McDaniel Stephen R , DeGaris Larry
Published: February 2016

Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands. Regression analysis indicates that the above variables are significant predictors of ability to recall sponsor brands, combining to explain 33% of observed variance.
NASCAR fans' responses to current and former NASCAR sponsors: the effect of perceived group norms and fan identification
Authors: Levin Aron M. , Beasley Fred , Gilson Richard L.
Published: February 2016

This research examined fans' purchase intentions towards the sponsor of a NASCAR (National Association for Stock Car Auto Racing) event and towards the previous sponsor. The study shows that fans are more likely to purchase from the current sponsor and less likely to purchase from the previous sponsor. Fan identification and perceived group norms were significant predictors of purchase intentions towards the current sponsor, but only perceived group norms predicted purchase intentions towards the ex-sponsor. Additionally, perceived group norms partially mediated the relationship between fan identification and purchase intention.
Olympic sponsorship: evolution, challenges and impact on the Olympic Movement
Authors: Giannoulakis Chrysostomos , Stotlar David , Chatziefstathiou David
Published: February 2016

Over the past decade, the Olympic Movement has become increasingly dependent upon financial support provided by corporate sponsors. This study explores the evolution of the Olympic sponsorship programme, presents current and future marketing strategies employed by sponsors, and discusses major challenges within the programme.
The Olympic Equestrian Games: brand collaboration and associations within a destination and a sports event
Authors: Fyrberg Anna
Published: February 2016

This paper aims to contribute to the concept of co-branding by recognising the role of consumer perception and the importance of the variety of contexts in which co-branding is perceived. This is done by studying the way in which two service brands cooperate. A framework based upon previous research is contextualised into 'service branding' and used to investigate the associations between Hong Kong and the Olympic Equestrian Games.
Risk management in sports sponsorship: application to human mortality risk
Authors: O'Reilly Norm
Published: February 2016

This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as in-depth case studies. Based on this research, a sponsorship evaluation framework for sponsors is presented that includes: sponsee selection, risk management, strategic tactics, contingency planning, contract elements and post-contract tactics.
Twenty20 cricket: an examination of the critical success factors in the development of the competition
Authors: Hyde Christopher , Pritchard Adrian
Published: February 2016

This study examined the Twenty20 cricket competition launched in England and Wales in 2003. The findings identified that the competition has many of the characteristics which current diffusion models believe to be critical success factors. However, most research focused on American and Australian sports, and two key contextual factors are excluded: both timing and weather have been critical factors in the competition's success.
Communicating with consumers through video games: an analysis of brand development within the video gaming segment of the sports industry
Authors: Clavio Galen , Kraft Patrick M. , Pedersen Paul M.
Published: February 2016

The PGA Tour/Tiger Woods golf series was examined for brand and product placement and found to have 2,100 identifiable brand images, with all but one occurring in the final three years. Brands appearing most frequently included Oakley, Nike, adidas, TW Nike and Tag Heuer. By product category, Nike was leader in equipment (36%) and Oakley in apparel (31%). The results indicate that video games are increasingly seen as viable marketing avenues.
The relationships between team attributes, team identification and sponsor image
Authors: Kim Yong-man , Kim Susan
Published: February 2016

This study tested the paths of a structural model that was conceptualised by hypothesising that team attributes affect team identification, which in turn plays a mediating role in sponsor identification and image transfer from event to sponsor. A questionnaire adapted items from relevant constructs in past research and responses were collected from 991 conveniently sampled fans of professional soccer teams in Korea. Data analysis using the SPSSWIN statistical program (v. 12.0) and the AMOS structural modelling program (v. 4.0) found that the data fitted the conceptualised structural model.
The mediating effect of perceived quality between extrinsic cues and perceived value in ski products
Authors: Han Jin-Wook , Kwon Hyungil H
Published: February 2016

The purpose of the study was to confirm the mediating effect of perceived quality in the relationship between two extrinsic cues (brand name and country of origin)and perceived value previously tested by Teas and Agarwal (2000) using more rigorous statistical techniques - regression analysis and structural equation modelling (SEM) - in a sports consumption context. Data were collected from 194 members of the Korea University Ski Team Association. Based on the results, the partially mediated model was selected as the best fitting model. From a marketing perspective, ski marketers need to understand that the two extrinsic cues had direct and indirect influences through perceived quality on perceived value of the ski product.
The value of competition: competitive balance as a predictor of attendance in spectator sports
Authors: Levin Michael A.
Published: February 2016

This paper investigates the role of competitive balance among teams in a league in predicting attendance at spectator sporting events. It also controls for the demographic and economic characteristics of the league's markets, and changes in the number of teams in the league. The research relies on a sample that includes 707 non-major professional team seasonal win-loss records (12,956 games) from five sports, aggregated into 75 seasons to develop a model consistent with extant literature. The authors find that competitive balance and average income in the league's markets are significant predictors of leaguewide attendance.
An investigation into the effects of sporting involvement and alcohol sponsorship on underage drinking
Authors: Davies Fiona
Published: February 2016

Concerns about underage drinking have led to calls for a UK ban on alcohol sponsorship of sport. Such a ban would have severe financial consequences for many sports, so should not be implemented without thorough consideration of its likely effectiveness. This study investigating the alcohol consumption intentions of 14 and 15 year olds showed that boys who were involved in sport were more likely both to drink alcohol and to get drunk, with awareness of sponsorship enhancing the likelihood of these behaviours. Girls involved in sport, however, showed more negative attitudes than their peers towards alcohol. It is argued that boys involved in sport are socialised into a traditional masculine alcohol and sports culture, which is reinforced by sponsorship. Evidence from studies on tobacco sponsorship suggests that health-related marketing communications and the use of low-alcohol or non-alcohol brands for sports sponsorship could be more effective than a ban in changing the culture.
Negative sponsor behaviour, team response and how this impacts fan attitudes
Authors: Parker Heidi M , Fink Janet S
Published: February 2016

This research examines the fan-team-sponsor relationship. It focuses on how the sports team's response to negative sponsor behaviour affects fan/spectator attitudes towards the sponsor. Results indicate that highly identified fans have significantly more positive attitudes towards the team sponsor than fans who are lower in identification. Highly identified fans informed of a negative action by a team sponsor felt more favourably towards the sponsor if the team continued, rather than terminated, their relationship with the sponsor.
A critical mass of corruption: why some football leagues have more match-fixing than others
Authors: Hill Declan
Published: February 2016

This paper examines what drives match-fixing in football and why some leagues collapse from corruption. Based on more than 220 interviews with players, referees, sports officials and law enforcement officers, the gambling industry and corrupters, three factors presented when high levels of match-fixing were observed: strong illegal gambling networks, high levels of relative exploitation of players, and perceived corrupt officials. Leagues collapsed if the public became aware of high-level corruption and an alternative market competitor was introduced.
When does alcohol sponsorship of sport become sports sponsorship of alcohol? A case study of developments in sport in Australia
Authors: Jones Sandra C
Published: February 2016

Alcohol sponsorship of sport is common in Australia, with much debate about the appropriateness of linking sport with alcohol advertising and promotion. This paper provides examples of such sponsorships to appreciate the extent and nature of the complex
relationship between sport and alcohol sponsors. The public health and policy implications of alcohol sponsorship of sport extending to creating a sporting competition purely to promote an alcohol brand are considered.
Exploring SI and EI of Olympic sports tourists: does trip purpose matter?
Authors: Kaplanidou Kyriaki (Kiki) , Havitz Mark E
Published: February 2016

Situational involvement (SI) and enduring involvement (EI) are important predictors of spectator sports tourist behaviours. For this study, onsite and web surveys were utilised to help understand how SI and EI levels, with both event and destination, may vary according to the primary and secondary trip purpose of a spectator sports tourist. Results revealed differences between the two groups only within certain aspects of SI and EI with the destination.
Measuring attendance: issues and implications for estimating the impact of free-to-view sports events
Authors: Davies Larissa , Coleman Richard , Ramchandani Girish
Published: February 2016

A feature of many non-elite sports events, especially those conducted in public places, is that they are free-to-view. The article focuses on the methodological issue of estimating spectator attendance at free-to-view events and the consequences for impact evaluation. Using empirical data from three case studies, the article outlines various approaches to measuring attendance and discusses the key issues and implications for evaluating free-to-view sports events.
Event image perceptions among active and passive sports tourists at marathon races
Authors: Hallmann Kirstin , Kaplanidou Kyriaki , Breuer Christoph
Published: February 2016

Sports events are tourist attractions and their image components can relate to the destination image concept and structure. This study examined sports event images held by active and passive sports tourists at four marathon races in Germany. Some differences in the perception of event images were found for active and passive sports tourists as well as for different types of destinations. For active sports tourists, emotional, physical and organisational image associations were clustered closer. For passive sports tourists, social and historical image associations were clustered closer. The type of destination elicited different event images among active and passive sports tourists.
Caught between a base and a foot place: the first year of operation of the Indian Premier League
Authors: Pritchard Adrian
Published: February 2016

The cricket Indian Premier League (IPL) was set up in late 2007 and played for the first time in 2008. The IPL is probably the first time in the history of professional team sport that an Asian league has become stronger than a European one. This paper examines the IPL's first year of operation, comparing its organisation with Major League Baseball and the English Football League. The paper concludes that the IPL has more in common with Major League Baseball, although it has, in some respects, proved more flexible than both in its mode of operation.
Sports consumer-team relationship quality: development and psychometric evaluation of a scale
Authors: Kim Yu Kyoum , Trail Galen T , Woo Boyun , Zhang James
Published: February 2016

The purpose of this research was to develop the Sports Consumer-Team Relationship Quality Scale (SCTRQS). In Study I, content validity was established through a comprehensive review of literature and tests of content validity, including expert review. Based on the assessment of psychometric properties, theoretical relevance of the items and parsimoniousness of the scale, items were refined for two following studies. Results indicated that the SCTRQS would be a valid tool for marketers and managers to assess relationship quality with their consumers for marketing strategies, effectiveness of advertising campaigns, sponsorship value and value for stakeholders.
The effects of hosting an international sports event on a host country: the 2008 summer Olympic Games
Authors: Chung Wonjun , Woo Chang Wan
Published: February 2016

This study investigated whether the 2008 summer Olympic Games improved the country image of China among foreign consumers. It examined the extent to which the changed country image contributed to its product image. A quasi-experimental research design was used, with surveys taken two months before and two months after the event. The results showed that hosting the Olympics significantly improved the country image of China but did not affect the image of its products in a positive way.
The inevitable queue: exploring the impact of wait time at sporting events
Authors: Baker Thomas , Jones Scott A
Published: February 2016

While the goal of almost any service provider is to eliminate wait from the consumption experience, there are a number of service environments where this ideal may be impractical, if not impossible, to deliver, among them live sport. Live sporting events often have queues at entry and exit gates, facility concessions and toilets. This study tests a model featuring antecedents not used in prior research on waiting. Findings suggest that facility layout features and waiting fill time both have a positive influence on spectators' feelings about a wait. Most interestingly perhaps, these same antecedents may also serve as a cue that long waits are likely.
Exploring saturation levels for sponsorship logos on professional sports shirts: a cross-cultural study
Authors: Mikhailitchenko Andrey G. , Tootelian Dennis H. , Mikhailitchenko Galina N.
Published: February 2016

The study extends the research on visual imagery in advertising to sports marketing. The results suggest that excessive on-shirt advertising is wasteful for sponsorships and harmful for team image. However, a strategy of moderate advertising increases the brand recall rate and does not harm the team's image. From a managerial perspective, this study highlights the risks of excessive use of sponsor logos and provides a framework for determining the optimal level of on-shirt advertising for professional teams.
Perceived service quality and life satisfaction: the mediating role of the actor's satisfaction-with-event
Authors: Chen Lung Hung , Chen Mei-Yen , Ye Yun-Ci , Tung I-Wu , Cheng Chih-Fu , Tung Shen
Published: February 2016

The aim of this study was to integrate the hierarchical model of the perceived service quality (PSQ) theory with the bottom-up theory of satisfaction. It was hypothesised that satisfaction with sporting events would mediate the relationship between PSQ and life satisfaction. Study 1 was conducted to translate the Perceived Service Quality questionnaire (PSQQ) (Brady & Cronin, 2011) into Chinese and to validate it for sporting events. Study 2 was conducted to examine the main hypothesis. The results indicated that satisfaction-withevent partially mediated the relationship between PSQ and life satisfaction. The results are discussed in terms of both the examined theories.
The importance of winning: an analysis of the relationship between an athlete's performance and sponsor exposure during televised sports events
Authors: Jensen Jonathan A.
Published: February 2016

It has long been assumed that brands sponsoring athletes who excel in competition realise more exposure than brands that do not. But which factors have a significant impact on the amount of exposure a competitor earns? The broadcasts of six major men's golf tournaments were analysed to determine the exact duration and value of sponsor exposure during those broadcasts. Multiple regression analysis was then utilised to determine the impact of several variables on the exposure the competitors realised for their sponsors, resulting in a model that estimates the amount of exposure a competitor should earn, based on these factors.
Sporting event personality: scale development and sponsorship implications
Authors: Lee Hyung-Seok , Cho Chang-Hoan
Published: February 2016

The objective of this study is to develop a theoretical structure of sporting event personality and to build a measuring scale for that personality. This study identifies five sporting event personality dimensions: diligence, uninhibitedness, fit, tradition and amusement. The findings show that these personality dimensions are
related to attitudes towards sporting events, which in turn lead to positive sponsorship evaluation and favourable evaluation of the sponsoring brands.
Transition from motivation to behaviour: examining the moderating role of Identification (ID) on the relationship between motives and attendance
Authors: Kim Yu Kyoum , Trail Galen T , Magnusen Marshall J
Published: February 2016

In sports consumer behaviour literature only a small amount of variance in attendance is explained by motives. One possible explanation for this is the existence of a third factor which moderates this relationship between the motives and attendance. Individuals who strongly identify with a sports team demonstrate distinctly different behavioural patterns from weakly identified individuals. Identification may, therefore, serve as a moderator. Accordingly, two hypotheses are generated: (a) the relationship between motives and attendance intention ranges from weak to moderate; and (b) the overarching construct of Identification (Team Identification) moderates the influence of motives on attendance intention. Participants were 207 United States of America National Collegiate Athletic Association (NCAA) Division IA student-subjects. Instrumentation includes measures of motivation, points of attachment and attendance intention. Through hierarchical Confirmatory Factor Analysis, regression analyses and latent variable scores approach, the results largely support both hypotheses.
The role of service quality and ticket pricing on satisfaction and behavioural intention within professional football
Authors: Biscaia Rui , Correia Abel , Yoshida Masayuki , Rosado António , Marôco João
Published: February 2016

This paper aims to assess service quality in professional football and to examine the effects of service quality and ticket pricing on satisfaction and behavioural intention. Data were collected among football fans and the results of a confirmatory factor analysis (CFA) supported the psychometric properties of the service quality model. A structural equation model (SEM) revealed that the service quality construct impacts both satisfaction and behavioural intention. Also, behavioural intention is influenced by ticket pricing and satisfaction. Managerial implications of these results are discussed and guidelines for future research are suggested.
Exploring the influence of television sport on consumers' attitudes towards programme-embedded advertising using motivational responses generated by the game
Authors: Ahn Dohyun , Cheong Yunjae , Kim Kihan
Published: February 2016

This study examines a way to enhance the effectiveness of commercials embedded in the telecasts of mega sporting events. We hypothesise that embedded commercials are more likeable when the cues of the commercials match the motivations induced by the telecasts of sports games. Specifically, we posit that the telecasts of mega-sporting events induce motives of relatedness (rather than motives of competence) and that the advertisements embedded in these telecasts will be more effective when they appeal to the relatedness motive. The results support this hypothesis. Theoretical and practical implications are discussed and future research directions are provided.
The negative impacts of hosting mega-sporting events and intention to travel: a test of the crowding-out effect using the London 2012 Games as an example
Authors: Liu Dongfeng , Wilson Robert
Published: February 2016

This study examines the negative impacts of mega sporting events on host cities and the relationship between negative impacts and the travel intentions of potential international tourists. Data were collected from Shanghai University students, who were asked about their international travel experiences, London Games awareness, the perceived negative impacts of the Games on London and their travel intentions during the London Games. Travel inconvenience was the most negative impact recorded, followed by price inflation, security and crime concern, risk of disease and pollution and environment concern. Respondents were unsure about any negative impact on service quality degradation. Negative impacts did not vary according to age or gender. Travel inconvenience and price inflation were found to be significantly but negatively related to intention to travel.
The impact of event quality on fan satisfaction and game attendance in the context of professional soccer in Iran
Authors: Foroughi Behzad , Mohammad Shah KhairulAnuar , Nikbin Davoud , Hyun Sunghyup Sean
Published: February 2016

The purpose of this study is to examine the relationship between event quality and fan satisfaction and consequent fan attendance of soccer matches in Iran. Data on game quality, augmented service, interaction, outcome, environment, fan satisfaction and attendance were gathered from 260 spectators attending an Iranian premier league soccer match by means of a survey. The results show that, except for interaction, all dimensions of event quality have a significant relationship with fan satisfaction. Moreover, the effect of game quality on fan satisfaction is stronger than other dimensions. The results also confirm the significant relationship between fan satisfaction and attendance. Fan satisfaction is shown to be partially mediating the relationship between event quality and game attendance. Practical implications for facility managers and sports marketers are discussed.
Strategic match of athlete endorsement in global markets: an associative learning perspective
Authors: Chang Yonghwan , Jae Ko Yong , Tasci Asli , Arai Akiko , Kim Taehee
Published: February 2016

Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global markets - particularly the bi-directional image transfer mechanism. This study examines the image match between athlete endorsers and products using a three-dimensional visual map and comparing image perceptions towards athlete endorsements among respondent groups from Japan, Korea and the United States during the 2010 FIFA World Cup. The results show that image perceptions of selected athlete endorsers, endorsed products and their match are significantly different in these markets.
Understanding purchasing intentions in secondary sports ticket websites
Authors: Ahn Taesoo , Ik Suh Young , Lee Jin Kyun , Pedersen Paul M
Published: February 2016

The purpose of this study was to examine purchasing intentions in online sports ticketing websites. Based on previous research related to business-to-consumer (B2C) e-commerce, this study developed a conceptual model to test the effect of perceived risk, trust and the Technology Acceptance Model (TAM) on purchase intentions in online secondary ticket websites. College students (N = 251) from the northeastern region of the United States were chosen as the sample. Structural Equation Modeling (SEM) was used to investigate the proposed relationships among four major components (i.e. perceived risk, trust, TAM and behavioural intention). The results showed that there were positive effects of key TAM constructs (i.e. perceived usefulness and ease of use) and trust on purchasing intention, but perceived risk was not a significant indicator of purchase intention.
The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement
Authors: Lee Jung-Gyo , Park Jaejin
Published: February 2016

The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement.