bluuebunny/crossref_metadata_2025 huggingface dataset:
Do sport tourists’ perceived risks affect their involvement and intention to (re)visit? An empirical study for risk-reduction strategies
Authors: Choo Ho Keun , Choo Yunjeong (Clara) , Kang Hyun Min
Published: February 2016

Purpose

– The purpose of this paper is to investigate what factors have a significant effect on equestrians’ participation in equestrian tourism.

Design/methodology/approach

– The methodology was quantitative research data analysis. Survey questionnaires (perceived risk, involvement, and intention to (re)visit questions) were developed based on pertinent previous studies. A main study was conducted in West Texas in the USA with college students.

Findings

– This study found that the perceived risk factors significantly affected involvement factors and, in turn, affected intention to (re)visit in equestrian tourism.

Originality/value

– Although equestrian tourism has many positive effects on tourists such as health benefits as well as local economies, equestrian tourism in the USA is considered one of the least favorite leisure sports compared to other sports activities. Consequentially, there are few studies related to equestrian tourists, this paper adds to a currently niche area of study.
What makes an effective CSR program? An analysis of the constructs of a cause-related participant sport sponsorship event
Authors: Sung Minjung , Lee Woo-Young
Published: February 2016

Purpose

– The purpose of this paper is to explain the benefits of charitable sport events and examines how consumer involvement in the cause, attitude toward the event, and event-sponsor fit influence corporate image (CI) and corresponding purchase intention (PI).

Design/methodology/approach

– The conceptual model developed in this research consolidates various constructs related to sponsors and events into a single comprehensive framework, thus offering an integrated view of the factors that determine consumers’ perceptions of a sponsorship and their attitudes toward a sponsor. Data were collected from participants in the Pink Ribbon Love Marathons (PRLM) held in Seoul, South Korea. A total of 650 female subjects (mean age=41.2, SD=12.5) participated in this investigation.

Findings

– The findings indicate that CI plays a significant role as a partial mediator within a reciprocal relationship between participants’ event perception and patronage intention. Sponsoring a well-targeted event might have a positive impact on CI and PI.

Originality/value

– What makes this study unique is the application of previous research examining cause-related sport sponsorship from a sport participant’s perspective. From a practical standpoint, the findings of this study reveal the importance of corporate communication in CSR.
An Interview with Paul Vaughan, Commercial Director, The Rugby Football Union (RFU), England
Authors: Silk Michael L.
Published: February 2016

In this interview, Paul Vaughan, Commercial Director of the Rugby Football Union (RFU), focuses on the challenges and opportunities that the sports industry faces from the transnational flow of capital, people, goods, services and images. Vaughan highlights the importance, even for an organisation keyed on the promotion, celebration and success of national identity, of engaging with and negotiating with the presence of transational organisations, institutions and movements.
Transnational Sport Marketing at the Global/Local Nexus: The adidasification of the New Zealand All Blacks
Authors: Jackson Steven J. , Batty Richard , Scherer Jay
Published: February 2016

This study examines the strategies used, and the challenges faced, by global sport company adidas as it established a major sponsorship deal with the New Zealand Rugby Football Union. In particular the study focuses on how adidas 'localised' into the New Zealand market, how they used the All Blacks as part of their global marketing campaign and, the resistance they encountered based on claims they were exploiting the Maori haka.
Celebrating Humanity: Olympic Marketing and the Homogenization of Multiculturalism
Authors: Giardina Michael D. , Metz Jennifer L.
Published: February 2016

This paper critically analyzes the International Olympic Committee's 2000 global marketing campaign titled “Celebrate Humanity”. Released prior to the 2000 Summer Games, this campaign capitalized on recent cultural trends by focusing on multicultural inclusivity and the idea that sport could contribute to world peace. Using this campaign as our case study, we demonstrate the possibilities for both local consumption and interpretation of a global campaign within the specific cultural context of the United States.
Sport Loyalty Programs and Their Impact On Fan Relationships
Authors: Pritchard Mark P. , Negro Christopher M.
Published: February 2016

This paper examines the effectiveness of a sport loyalty program in fostering fan relationships with a team and its sponsors. The study of 268 US baseball spectators revealed that, in the mind of the fan, loyalty programs generally consist of three underlying components. When these components perform well, they can fuel a member's sense of attachment to a team and their tendency to purchase sponsor products. Recommendations to improve loyalty program performance focus on tactics that build member relationships and identification with the team.
An Interview with Kimmo Lipponen, Director of Corporate Marketing, Nokia
Authors: Green B. Christine
Published: February 2016

Kimmo Lipponen is the Director of Corporate Marketing for Nokia, where he is responsible for global Corporate Sponsorships and Corporate Citizenship programs. Here he talks to Christine Green of the University of Texas about sponsorship, corporate citizenship strategies, and the linkages among them.
Guinness Rugby World Cup Sponsorship; A Global Platform for Meeting Business Objectives
Authors: Rines Simon
Published: February 2016

In a recession sponsorship could be one of the first budgets to be cut but there are arguments to suggest that it should be one of the last. Although primarily used as a marketing tool, those companies with a mature attitude to the subject have realised that it can be used to address a very wide range of business objectives that also include internal communications, staff retention/recruitment and business-to-business communications. The Guinness sponsorship of the 1999 Rugby World Cup demonstrates the wide-ranging objectives that can be met while also proving the power of sponsorship in consumer marketing.
Broad-based and Targeted Sponsorship Strategies in Canadian Women's Ice Hockey
Authors: Sparks Robert , Westgate Melissa
Published: February 2016

This paper reports findings from a qualitative study that analyzed use of traditional and targeted sponsorship approaches by eight companies involved in the 1998-99 Canadian Hockey Association women's corporate support program. The study found the sponsors used methods from direct and relationship marketing to support corporate goals of sales, advertising, community-involvement and brand image and awareness. Several factors are discussed that would improve the sponsorships' effectiveness in the women's market.
An Interview with Alycen McAuley, Director of Corporate Sponsorships, Charles Schwab
Authors: Gladden Jay
Published: February 2016

Alycen McAuley is the Director of Corporate Sponsorships for Charles Schwab, a Fortune 500 financial services company. Here she talks with Jay Gladden about the sponsorship industry, Schwab's goals with sponsorship, sponsorship evaluation and the future of corporate sponsorship.
An Interview with Jean-François Richard, Director of Sales and Marketing, Amaury Sport Organisation
Authors: Desbordes Michel
Published: February 2016

Jean-François Richard is the Director of Marketing for Amaury Sport Organisation (ASO), a major organizer of sporting events in Europe, including the Tour de France: in this interview, we learn more about the Tour de France and the different events organized by ASO.
The Nature of Commitment in Sport Sponsorship Relations
Authors: Chadwick Simon
Published: February 2016

The main focus of the paper is an examination of the nature of sponsor commitment to a team, an event or a sport. Established notions of “sponsor commitment” typically involve the sponsor engaging in a transaction with a sponsored property. Through this process a sum of money is paid to property managers in return for which the sponsor expects to achieve a tangible outcome. The paper argues that this is a crude view of commitment, and highlights the relevance of a more collaborative and relational perspective of sponsor commitment. It begins with an examination of the relationship literature, highlighting the important role of commitment between collaborative partners, and concludes by exploring a range of implications for sponsorship managers embracing a broader view of commitment.
General Market Demand Variables Associated with Professional Sport Consumption
Authors: Zhang James J. , Lam Eddie T. C. , Connaughton Daniel P.
Published: February 2016

The purpose of this study was to examine the relationship between general market demands and consumption levels of professional sport consumers. This study was accomplished through: (a) validating the theoretical constructs of general market demand variables by conducting a confirmatory factor analysis, (b) examining the predictability of general market demand factors to consumption levels of live and televised sporting events, and (c) investigating the relationships between sociodemographic and general market demand factors. Five hundred and twenty-five residents of a major southern US city were interviewed using a questionnaire that included eight sociodemographic variables, 12 market demand variables under three factors (Game Attractiveness, Economic Consideration, and Marketing Promotion), and 10 professional sporting event consumption variables. The factor structure of the general market demand variables was confirmed. Regression analyses revealed that market demand factors were positively (p < .05) predictive of professional sport consumption. Sociodemographic variables were significantly (p < .05) related to the market demand factors. The findings imply that professional sport teams should highlight the market demand variables and adopt differential marketing procedures for various sociodemographic segments in their marketing practice.
Looking Through the Hourglass of Fan Segmentation: Research Findings and Marketing Implications for Live Spectator Sports
Authors: Clowes Jeff , Tapp Alan
Published: February 2016

The purpose of this research was to investigate the attendance range of spectators at an English Football Association Premier League club. The numbers of spectators in both percentage and absolute terms were calculated and allocated to three segments (heavy, medium, light attendance). The findings were compared to an earlier reported study in the United States and marketing recommendations based on related studies and industry expertise were proposed for those involved in live spectator sports.
Interview with Nigel Currie, Joint Chairman, European Sponsorship Association
Authors: Rines Simon
Published: February 2016

Nigel Currie discusses the recent formation of the European Sponsorship Association and the role he sees it playing in the development of sponsorship in Europe, including how ESA plans to work with the academic community. He also discusses key issues facing the sponsorship industry, such as the tobacco sponsorship ban, the need for better evaluation and the different stages of development of sponsorship across Europe.
Impact of Sponsorship on Companies That Supported the 2002 Salt Lake City Winter Paralympics
Authors: Ozturk Mehmet A. , Kocak Settar
Published: February 2016

The purpose of this study was to investigate the impact of sponsorship on companies that supported the 2002 Winter Paralympics. The aim of the study was to find out whether sponsorship was related to positive cumulative abnormal returns on the stocks of selected companies. Specifically, was there a difference between the stock values of the 16 companies (with shares in US markets) that sponsored Paralympic games versus leading competitors that did not? Results indicated that no differences existed between those companies that chose to sponsor Paralympics and their leading competitors at any of the time periods F(1, 30 ) = 1.15, p < .05. These findings were consistent with past studies conducted on sport events for persons without disabilities. Further studies are needed to measure other possible company gains by sponsoring Paralympics.
Interview with Richard Pound, Chair World Anti-Doping Agency, Former Vice-President International Olympic Committee
Authors: Snyder David , Fay Ted , DePerno Daniel
Published: February 2016

Richard Pound, former Olympian, former Vice-President of the International Olympic Committee and Chair of the World Anti-Doping Agency, discusses the impact of doping on sport and shares his views on steroid usage in Major League Baseball. He reflects upon the Ben Johnson steroid scandal and touches on broader issues related to the Olympics, such as the commercialisation of the Games, the role of the Paralympics, and how controversies surrounding the Games are handled. The interview was conducted on 19 April 2005 at the Fifth Annual Sport Management Awards Ceremony held at the SUNY College at Cortland.
What is being done to deter ambush marketing? Are these attempts working?
Authors: Hartland Trevor , Skinner Heather
Published: February 2016

This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place to deter the practice have indeed prevented the 'ambush' effect, whereby audiences associate non-sponsoring organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, they also come with potentially negative consequences for event sponsors.
Relating on-field performance to paid football club membership
Authors: Shaw Robin N. , McDonald Heath
Published: February 2016

An empirical investigation based on seven years' data for a professional football league finds that on-field performance bears little relation to the number of paid members or season ticket holders for the clubs.
The launch of new brands by professional soccer teams: the case of U.S. Lecce - Salento 12
Authors: Guenzi Paolo , Nocco Marino
Published: February 2016

This paper explores the strategy of a professional soccer team introducing a new brand for selling merchandise. After reviewing literature on brand management, brand equity and brand associations (with a special focus on their application in the sports industry), this paper examines the case of U.S. Lecce launching the Salento 12 brand and discusses characteristics and key success factors of the project. A model of brand equity drivers of consumers' behavioural intentions towards Salento 12 branded products is designed and tested on a sample of 150 customers. Brand loyalty, perceived value and brand associations with the territory are found to positively affect behavioural intentions.
Investigating motivation, attitudinal loyalty and attendance behaviour with fans of Australian Football
Authors: Neale Larry , Funk Daniel
Published: February 2016

This study examined how different factors contribute to attitudes and the behaviour of spectators attending an Australian Football League game. The results revealed that four factors - Team Interest, Vicarious Achievement, Excitement and Player Interest - were successful in predicting levels of loyalty, while five factors - Vicarious Achievement, Player Interest, Entertainment Value, Drama and Socialisation - predicted game-day attendance. This study illustrates the applicability of the Sport Interest Inventory developed in North America to understand motivational factors for Australian sports fans.
Analysing the effects of advertising type and antecedents on attitude towards advertising in sport
Authors: Bennett Gregg , Ferreira Mauricio , Tsuji Yosuke , Siders Ron , Cianfrone Beth
Published: February 2016

This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast setting. Both AG antecedents and advertising type were assessed using Brackett and Carr's (2001) model. Our results indicate that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location).
Global marketing and no-name sponsorship Interview with Michael Payne, former International Olympic Committee Marketing & Broadcast Director
Authors: Rines Simon
Published: February 2016

Michael Payne made his name by developing the first global marketing strategy, the TOP Programme, for the International Olympic Committee. In 1988 he became the organisation's first ever marketing director. In 2002 he took up the new post of director of Olympic global broadcast and new media rights. During his career at the IOC he oversaw the marketing of 15 Olympic Summer and Winter Games. He has been nominated as one of the world's most influential marketers by Advertising Age and has recently written the book Olympic Turnaround, the story of how the Olympics was saved. In 2005 he became special adviser to Bernie Ecclestone, with a brief to help develop commercial opportunities in Formula One.
Heroes in sport: assessing celebrity endorser effectiveness
Authors: Shuart Joshua
Published: February 2016

The use of celebrities, and particularly athletes, to influence consumers and sell products is not a new practice, but one that is gaining considerable steam in the sports marketplace. However, many academics and practitioners have long questioned the means by which celebrity endorsement is measured and evaluated. Through the use of validated surveys among US students and the inauguration of the Celebrity-Hero Matrix (CHM), some of their questions are answered. Being labelled a 'heroic' athlete does, it seems, have tremendous power for marketers, and provides endorsement clout for the athlete.
Super Bowl: a case study of buzz marketing
Authors: Mohr Iris
Published: February 2016

In the US, the Super Bowl is annually the nation's highest-rated TV programme and the most watched single-day sporting event. But could the Super Bowl, like other sporting events that traditionally attracted millions of people, fall prey to competition? This case study argues that despite the increasing fragmentation of viewing audiences, Super Bowl is an event in itself. The case describes the marketing and social environment encompassing the Super Bowl, and addresses the metamorphosis that has helped it maintain its competitive edge. The study concludes with a discussion of buzz marketing as a complete solution for maintaining competitiveness in today's sporting environment.
Going global: the NBA sets its sights on Africa
Authors: Means Jason
Published: February 2016

This paper examines the US National Basketball Association's choice of South Africa as the primary location for its 'Basketball Without Borders' camp, with the long-term future of basketball in Africa in mind. It explores the associated basketball and community outreach activities of the camp and analyses whether the NBA is meeting its objectives for development of the sport.
An examination of the impact of player transgressions on sponsorship b2b relationships
Authors: Westberg Kate , Stavros Constantino , Wilson Bradley
Published: February 2016

This study examines the impact of transgressions committed by team members in professional sport on the sports organisation's relationship with its sponsors. In-depth interviews were conducted with sporting administrators to identify potential moderators and responses that may occur as a result of different types of player transgressions. The conceptual model that was developed assimilates our qualitative results with the latest cross-disciplinary transgression literature to frame a model uniquely contextualised for player transgressions.
The chips are in: enhancing sports through RFID technology
Authors: Wyld David C
Published: February 2016

This article examines the applications of RFID technology in the world of sport. It provides the reader with an overview of RFID and its uses in business. The article looks at how RFID can be employed in the games themselves, in sports venues and in sports memorabilia as a means of enhancing the value, enjoyment and security of sports. The author concludes by discussing the importance of this technology for sports marketing and research.
Coca-Cola China's Virtual Olympic Torch Relay programme at the 2008 Beijing Olympic Games: adding interactivity to a traditional offline Olympic activation
Authors: Choi J. Andrew
Published: February 2016

This case study examines the interactive marketing initiatives of Coca-Cola China Company for one of its marquee Olympic properties, the Olympic Torch Relay. It provides insights into building increased brand interaction by adding an online interactive component to an age-old concept in Olympic activations.
New media, branding and global sports sponsorship
Authors: Santomier James
Published: February 2016

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.
The internationalisation of a sports team brand: the case of European soccer teams
Authors: Richelieu André
Published: February 2016

Today, in the sports arena, the status of a sports team brand is vital. The purpose of this paper is to describe and explain how a team can become an international global brand. Following a conceptual approach, it articulates a model for a team's brand internationalisation and proposes four strategies relevant to the sports arena - Brand Reputation; Brand Affinity; Brand Challenger; and Brand Conquistador. It illustrates this internationalisation process via three case studies: Football Club Barcelona, Paris Saint-Germain and Olympique de Marseille.
The challenges of producing popular sports contests: a comparative study of biathlon and cross-country skiing
Authors: Solberg Harry Arne , Hanstad Dag Vidar , Steen-Johnsen Kari
Published: February 2016

This article analyses how different configurations of stakeholders create opportunities for the production of popular TV sports contests. Based on qualitative methodologies, biathlon and cross-country skiing are used as contrasting cases. The paper concludes that the relative success of the International Biathlon Union is due to a favourable network position in relation to stakeholders. By comparison, the International Ski Federation suffers from a weak position within a dense stakeholder network.
'Give me a stadium and I will fill it' An analysis of the marketing management of Stade Français Paris rugby club
Authors: Bodet Guillaume
Published: February 2016

This paper analyses the marketing strategy, marketing mix and brand development of SF Paris rugby union club, which succeeded in attracting huge crowds (around 75,000 spectators) for several regular season games and in building strong brand equity. Parallels with American professional sports are drawn and differences from other European clubs highlighted. Finally, planning, consistency and in particular innovation are identified as key factors for success in implementation of the club's marketing strategy.
How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998
Authors: Nufer Gerd , Bühler André
Published: February 2016

This study examined the effects of event sponsorship, in the context of the two most recent FIFA World Cup (FWC) events hosted in Europe (France 1998 and Germany 2006). More than 4,000 teenagers were incorporated into the sample in order to measure recall and image values for official FWC sponsors. The comparative findings suggest that it is nearly impossible to generalise about whether sponsoring the FWC is effective or not as a communication tool. For some companies it definitely is effective; for others the effects are limited. Ambush marketing, however, seems to be an effective alternative.
The hidden benefits of non-elite mass participation sports events: an economic perspective
Authors: Coleman Richard , Ramchandani Girish
Published: February 2016

This paper examines the hidden financial benefits that non-elite events are capable of delivering for host cities. The paper provides examples of how mass participation (and other non-elite) events can generate substantial economic impacts comparable to and, in some cases greater than, those associated with elite events. Cost-effectiveness of mass participation events, relative to major elite sports events, is discussed.
Marketing murderball: the influence of spectator motivation factors on sports consumption behaviours of wheelchair rugby spectators
Authors: Byon Kevin K , Cottingham Michael , Carroll Michael S
Published: February 2016

This study examines the relationship between spectator motivation and sports consumption behaviours in the context of an adaptive sport. Respondents were spectators from five matches held in the Midwest United States involving registered United States Quad Rugby Association teams. The Motivation Scale for Sport Consumption (MSSC; Trail & James, 2001) was adapted to measure spectator motivation and predict repatronage intentions and online media consumption among wheelchair rugby spectators. Results indicated that two spectator motivation factors, physical skill and knowledge, were related to repatronage intentions. In addition, knowledge and vicarious achievement were found to be related to online media consumption.
The impact of international TV media coverage of the Beijing Olympics 2008 on China's media image formation: a media content analysis perspective
Authors: Zeng Guojun , Go Frank , Kolmer Christian
Published: February 2016

This study aims to explain the impact of the Beijing Olympic Games 2008 on China's image in the international TV media. It applies agenda-setting theory to analyse foreign TV coverage of the Olympics in nine countries. Using Rivenburgh's national image richness construct, it attempts to make sense of the coverage before and after Beijing 2008, particularly its impact on the image of the host country. The study concludes that the breadth and attribution of China's image remained relatively stable, that these factors did not improve China's national image directly but that indirectly they raised awareness of China in the international media and framed the host country's image more clearly.
Does sponsorship pay off? An examination of the relationship between investment in sponsorship and business performance
Authors: Jensen Jonathan A , Hsu Anne
Published: February 2016

This study examines the mediating role of Overall Service Quality in the service quality-customer satisfaction relationship in the context of professional football. Quantitative data were collected from a survey of 415 spectators attending a professional football game in Greece. A confirmatory factor analysis (CFA) was employed to examine the validity of the scale. Multiple regression analyses was used to assess the mediation effect of Overall Service Quality. Results of the CFA and alpha test supported the psychometric property of the scale. Overall Service Quality was shown to mediate the relationship between the five dimensions of service quality and fans' satisfaction.
A demand analysis for the Chinese Professional Baseball League 1990-2008
Authors: Chen Chen-Yueh , Lin Yi-Hsiu , Lin Yen-Kuang
Published: February 2016

The Chinese Professional Baseball League (CPBL) experienced a rapid decline in attendance after the mid 1990s. In this study, market demand analysis is used to discover the causes of variation in CPBL attendance from 1990 to 2008. The ordinary least squares (OLS) is employed for model estimation. From this model, empirical evidence reveals that a homogenous sport substitute, Taiwan Major League (TML), the Major League Baseball (MLB) effect and game-fixing scandals in CPBL negatively influence CPBL attendance. Additionally, real income is found to negatively affect CPBL attendance, making CPBL games an inferior product. The proposed model accounts for approximately 91% of variation in CPBL attendance between 1990 and 2008.
The relationship between real sports and digital adaptation in e-sport gaming
Authors: Hebbel-Seeger Andreas
Published: February 2016

The relationship between real sport and its digital adaptation is significantly influenced by technological advancements. However, it is not a process that has developed in a linear fashion. On the contrary, it has been formed from diverse, parallel and to some extent opposing processes. In this paper, the relationship between real sport and its digital adaptation in computer games, virtual environments and augmented reality will be analysed using concrete examples.
CIMA a marketing revolution in Mexican Olympic sports
Authors: Guzmán Francisco , Sisniega-Campbell Ivar
Published: February 2016

This paper recounts how the Mexican National Sports Commission approached the creation and development of an Olympic sponsorship programme (CIMA). The lessons garnered are organised following Cornwell's (1995) model of sponsorship development. This paper provides a linkage between theory and practice and is written from the perspective of the sponsored entity; it thus provides both theoretical support for sponsorships as well as a case study that is contrasted to sponsorship theory.
Determinants of using sports web portals: an empirical examination of the Sport Website Acceptance Model
Authors: Hur Youngjin , Ko Yong Jae , Claussen Cathryn L.
Published: February 2016

This study empirically tested the Sport Website Acceptance Model (SWAM), proposed by Hur, Ko and Claussen (2007). The SWAM added Perceived Enjoyment (Davis et al, 1992) and Perceived Trustworthiness (Belanger et al, 2002) to the two factors Perceived Ease of Use and Perceived Usefulness used in the Technology Acceptance Model (TAM) (Davis, 1989). This study proposes a competing model to the original SWAM and compares this by incorporating two additional constructs, Sport Involvement (Shank & Beasley, 1998) and Psychological Commitment to a Team (Mahony et al, 2000). Structural equation modeling analyses revealed acceptable model fits, both in the original SWAM and in the competing model. Subsequent analyses led the authors to conclude that the competing model was the better version of the SWAM.
The influence of involvement, following sport and fan identification on fan loyalty: an Australian perspective
Authors: Stevens Shawn , Rosenberger Philip J.
Published: February 2016

Sport has evolved into one of the largest industries in Australia and there is a corresponding increased interest in the factors influencing fan loyalty. This paper presents a theoretically developed conceptual model which empirically tests the relationships between fan identification, sports involvement, following sport and fan loyalty. Survey results indicate that fan identification, following sport and involvement positively influence fan loyalty, while following sport was found to mediate the involvement-fan identification relationship.
Professional niche sports sponsorship: an investigation of sponsorship selection criteria
Authors: Greenhalgh Greg P , Greenwell T. Christopher
Published: February 2016

This study surveys professional niche sports sponsors in an effort to empirically understand what selection criteria these companies deem important when evaluating professional niche sports sponsorship proposals.
Findings suggest that professional niche sports properties may possess unique attributes on which sponsors place very high levels of importance, such as cost effectiveness, flexibility in assisting sponsors achieve their objectives, a more targeted fan-base and decreased sponsorship clutter. Pragmatically, findings provide professional niche sports managers with tools that may be useful when competing for sponsorship funding against more established mainstream sports properties. Theoretically, the current study begins to fill a gap in the sports sponsorship literature which has primarily focused on mainstream professional sports, major intercollegiate sports and elite amateur sports such as the Olympic Games.
Sports spectator segmentation: examining the differing psychological connections among spectators of leagues and teams
Authors: Doyle Jason P , Kunkel Thilo , Funk Daniel C
Published: February 2016

The results from this study extend previous research by empirically testing the involvement based Psychological Continuum Model (PCM) segmentation procedure on sports spectators. To date, the procedure has only been
verified using sports participants, although the PCM was developed with a broader range of sports consumers in
mind. The validity of the procedure is confirmed using two online surveys, which gather data from spectators
at both the league (n=761) and team (n=623) level. A three-step segmentation procedure then places respondents into the PCM stages - awareness, attraction, attachment and allegiance. ANOVA tests indicate that the four groups significantly differ from one another on attitudinal and behavioural measures for both league and team spectators. Findings suggest that the PCM is an appropriate framework to investigate fan development at both league and team levels. Thus sports marketers are provided with a research segmentation tool capable of helping them to better understand their heterogeneous consumer bases and thus guide marketing decisions.
Measuring the impact of celebrity endorsement on consumer behavioural intentions: a study of Malaysian consumers
Authors: Kok Wei Khong , Li Wu, You
Published: February 2016

This paper examines the impact of celebrity endorsement on Malaysian consumers' behavioural intentions. Source attractiveness, source credibility and the fit between the endorser and the endorsed product
are discussed and examined. An empirical study is carried out which uses stimulus materials that involve a sport shoe brand and a fitness centre. The dataset is analysed using a series of multivariate analyses and a model subsequently constructed using structural equation modelling. The findings indicated that source attractiveness and credibility are essential for celebrity endorsement effectiveness. However, the fit between the endorser and the product is not found to be significant. Nonetheless, this fit has an indirect effect on consumers' behavioural intentions, via the shared variances with source attractiveness and credibility.
Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events
Authors: Kim Yongjae , Yim Kitae , Ko Yong Jae
Published: February 2016

This study develops and tests a theoretical research model delineating the relationships between consumers' patriotism and their response to patriotic advertising and the advertised brand, and examines if the research model has the same pattern across different sporting events. Structural Equation Modeling is employed to test the model by using data collected from three different sporting event contexts. The results provide empirical
evidence of the positive influence of consumers' patriotism on attitudes towards patriotic advertising and brands in sporting event contexts. A direct effect of patriotism on sports event involvement is found in international mega-sporting events but not in a domestic (or national) sporting event.
Exploring the relationship between team (as brand) personality and geographic personality: linking consumer perceptions of sports teams and cities
Authors: Aiken K. Damon , Campbell Richard M , Koch Eric C
Published: February 2016

This paper investigates the brand personality dimensions associated with professional sports teams and the personality dimensions of the cities they call home. Two studies evaluate ten National Football League teams and their respective homes, with data collected from 434 respondents from five disparate locations throughout the United States. Findings suggest that in general people ascribe similar personality traits to both the team and their city, with correlations stronger among avid NFL fans. It appears that city 'insiders' (i.e. residents) tend to hold more positive views than city 'outsiders'.
The complementarity factor in the leveraging of sponsorship
Authors: Carrillat François A , d'Astous Alain
Published: February 2016

The complementarity factor stipulates that a sponsorship leveraging strategy can lead to suboptimal consumer responses unless advertising complements, rather than reinforces, the nature of the event-sponsor relationship. Study 1 showed that the best strategy when the sponsor is an official product provider for the event is to leverage the sponsorship through advertisements that emphasise its overall image and value as opposed to its products. However, the reverse is true when the sponsor is an official event partner, where a product-oriented sponsorship leveraging yields the best outcomes. Study 2 replicated the complementarity factor effect using a different event and different set of stimulus brands. It showed that consumer attributions, with respect to the sponsor's motivations, are the key mediating psychological mechanism.
I want to buy more because I feel good: the effect of sport-induced emotion on sponsorship
Authors: Wang Ryan T , Kaplanidou Kyriaki
Published: February 2016

This study examines the impact of sport-induced emotions on spectators' purchase intentions towards event sponsors. Spectators who experience positive emotions evoked by a home team victory are found to exhibit stronger purchase intentions towards sponsors regardless of the sponsor's ability to improve spectator emotions. Those who experience negative emotions following home team defeat show heightened purchase intentions towards sponsors perceived capable of improving their negative feelings. Purchase intention decreases when sponsors cannot assist in upwardly managing the negative feelings of spectators. Theoretical and managerial implications for sponsors of spectator sports are provided.
Owner or endorser? Investigating the effectiveness of celebrity owners of sports teams as endorsers
Authors: Roy Subhadip , Pansari Anita
Published: February 2016

Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of non-sports celebrities owning sports teams has received little research attention. This study uses a survey of Indian respondents in the context of a major sport (cricket) in India to explore the impact of a non-sports celebrity owning and endorsing a sports team on consumer attitudes towards the team and their sponsors. Findings indicate that the level of credibility assigned to the celebrity significantly affects consumer attitudes towards the team and its sponsors. The results suggest that managers of sports teams and their sponsors should consider a celebrity owner as an endorser, as long as that celebrity has high credibility.
Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism
Authors: Meng-Lewis Yue , Thwaites Des , Pillai Kishore Gopalakrishna
Published: February 2016

This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causal
relationships between consumer ethnocentrism, attitudes towards the sponsor and product judgement. Findings reveal that event involvement mediates the
positive relationship between consumer ethnocentrism and attitudes towards the domestic sponsor. Attitudes towards foreign sponsors are found to be a significant
mediator in the relationship between consumer ethnocentrism and judgements of the sponsors' products. Theoretical and managerial implications are
discussed.
The impact of new, renewal and termination sponsorship announcements on share price returns
Authors: Kruger Thomas S , Goldman Michael , Ward Mike
Published: February 2016

What impact do sports sponsorship announcements have on the share price returns of sponsoring firms? This research examines the impact of new, renewal and termination sponsorship announcements on returns, employing event study methodology to analyse 118 announcements made by 19 firms over more than 11 years. The mixed findings across all three announcement types indicate the lack of consideration given to sponsorship investment by investors. The findings suggest that, although firms may position their sponsorships so that they contribute towards a competitive advantage, announcements of sports sponsorships are not always taken into account by the market.
Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans
Authors: Biscaia Rui , Correia Abel , Ross Stephen , Rosado António
Published: February 2016

This research aims to examine football fans' awareness of their team sponsors and to compare sponsorship awareness between season ticket holders and casual spectators. Data was collected from among fans of a professional football team and results revealed that spectators recall 'top of mind' those sponsors with their logo displayed on the team shirts. Thus, being visible from the stadium stands is important to ensure recall rates. Fans are typically able to properly recognise sponsors and non-sponsors of their team. However, some competitor brands engaged in football sponsorship are incorrectly recognised as sponsors of a team. Finally, the number of brands recalled and recognised correctly by season ticket holders is significantly higher than for casual spectators. The research findings, managerial implications, limitations and future research directions are discussed.
Patriotism, national athletes and intention to purchase international sports products
Authors: Rocha Claudio M , Fink Janet S
Published: February 2016

The purpose of this research was to investigate the effects of patriotism and identification with national players on identification with the NBA and, ultimately, with purchase intentions of league-related merchandise. Findings revealed that the interaction between patriotism and identification with national players was a significant predictor of identification with NBA, which in turn was a significant predictor of purchase intentions of league-related products. The moderated mediation model fit the data quite well and explained 44.5% of the variance in purchase intentions. Theoretical implications of the findings, as well as practical implications for sports managers, are discussed.
A conceptual framework for the adoption of smartphones in a sports context
Authors: Ha Jae-Pil , Kang Sun J , Ha Jaehyun
Published: February 2016

This study proposes a conceptual model to comprehensively understand how sports fans perceive and accept smartphones and applications in a sport consumption context by developing a series of propositions. Theoretically based on the Technology Acceptance Model (TAM) and the Sport Website Acceptance Model (SWAM), this study provides fundamental groundwork to better conceptualise sports fans' decision making processes involving the latest technology used to consume sport.
Spectator-based sports team reputation: scale development and validation
Authors: Jang Wonseok (Eric) , Jae Ko Yong , Chan-Olmsted Sylvia M
Published: February 2016

No psychometrically sound measurement scale exists to effectively measure sports team reputation. The current study proposed and developed the Spectator-based Sports Team Reputation (SSTR) by considering the most important stakeholder groups - spectators. The results indicated that SSTR had a positive and direct impact on team identification and trust towards a team. The most significant theoretical contribution of this study is the conceptualisation and development of the SSTR scale, with a multi-dimensional approach from the spectator perspective.
Factors influencing the discovery and use of wildlife passages for small fauna
Authors: Martinig April Robin , Bélanger‐Smith Katrina
Published: February 2016

While many studies have looked at how large mammals respond to road mitigation measures, few have examined the effects on smaller mammals.

We investigated the effectiveness of three different types of wildlife passages along Highway 175 in Quebec, Canada, for small‐ and medium‐sized mammals (<30 kg) using infrared cameras. Wildlife passages (n = 17) were monitored 24 h a day 7 days a week from 2012 to 2015. Two research questions were addressed: (i) What influences passage discovery and use? and (ii) does it differ between species? Global and species‐specific models were produced for both discovery and use. A linear mixed‐effects model was used for the discovery data (log‐transformed counts), and a generalized linear mixed model was used for the crossing data (binary response).

Species' responded to the passages differently, with discoveries increasing overall and in particular for marmots Marmota monax as latitude increased. Pipe culverts were significantly more likely to be discovered by micromammals and wooden ledge culverts by red squirrels Tamiasciurus hudsonicus. Older passages were discovered less in general, with the exception of marmots. Marmots were also the only species to show a difference in crossings by passage type, favouring pipe culverts. Passage use was less likely with a median present for all models, except squirrels. More open passages had higher use overall and particularly for marmots and weasels Mustela spp.

Synthesis and applications. By separating animal responses to wildlife passages into two types (discovery and use), we have shown it is possible to incorporate multiple dimensions into post‐mitigation evaluation. This study highlights how transportation agencies can engineer more effective wildlife passages by minimizing the barrier effect of the structures themselves and constructing more passages better suited to the needs of the species they are targeting. To benefit the most species, it is recommended that future projects contain a diversity of open, single segment passages requiring long‐term monitoring.