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1 – 10 of 73
Article
Publication date: 9 February 2024

Ali Hasaan, Adele Berndt and Mücahit Fişne

The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not…

Abstract

Purpose

The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not succeeded in building their brands. This study aims to understand the branding challenges facing Muslim female athletes and how to overcome them.

Design/methodology/approach

These branding obstacles and guidelines were explored using qualitative methods – specifically semi-structured interviews with Muslim female athletes and focus groups with experts. Data were analysed using open and axial coding to identify the codes.

Findings

The study identifies three major obstacles to branding by Muslim female athletes. Self-related obstacles, such as knowledge of brand building, social media, personal pressure and a lack of role models, impact the brand-building decision. Social-related (family and society) and sport-related obstacles (participation as women and as Muslims) further complicate this task. Experts provide additional insights regarding these obstacles, suggesting strategies to overcome them.

Research limitations/implications

The research focuses on athletes from one geographical area and has limitations associated with using qualitative methods.

Practical implications

The study suggests how self-, social- and sport-related obstacles are faced by athletes. It provides suggestions for federations, sports codes and other stakeholders to support athletes to overcome these barriers.

Originality/value

This study expands the understanding of the struggles Muslim women face in building their brands as part of an under-represented group.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 15 December 2022

Nan Jiang, Kok Wei Khong, Jen Ling Gan, Jason James Turner, ShaSha Teng and Jesrina Ann Xavier

Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star…

Abstract

Purpose

Nowadays, star athletes are global brand personalities. The increased popularity of the professional sport has contributed to elevating exceptional athletes to international star status. This empirical study aims to assess the impact of athlete performance and brand social value on product involvement with the mediation effect of celebrity athlete endorsement.

Design/methodology/approach

A quantitative survey was conducted with 399 Chinese participants. PLS-SEM is adopted to examine the associated paths and the mediating effect of celebrity endorsement.

Findings

The results demonstrate the significant impact of athlete performance and brand social value on product involvement. Celebrity endorsement partially mediates the effects of athlete performance and brand social value on product involvement.

Originality/value

This study extends understanding of celebrity athlete endorsement and provides insight into the strategic implications for Chinese social media-based marketing initiatives in the context of the recent Olympic Game in Tokyo 2021.

Details

Asia-Pacific Journal of Business Administration, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 14 February 2024

Rafael Barreiros Porto, Carla Peixoto Borges and Paulo Gasperin Dubois

Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt…

Abstract

Purpose

Human brands in the music industry use self-presentation tactics on social media to manage audience impressions. This practice has led to many posts asking followers to adopt behaviors favoring the human brand. However, its effectiveness in leveraging relevant performance metrics for musicians outside social media, such as popularity in specialized media, music sales and number of contracted concerts, needs further exploration. This study aims to reveal the effect of impression management tactics conveyed on social media on the market performance of musicians’ human brands.

Design/methodology/approach

Secondary data research classifies 5,940 social media posts from 11 music artists into self-presentation tactics (self-promotion, exemplification, supplication and ingratiation). It shows their predictions on three market performance metrics in an annual balanced panel study.

Findings

Impression management tactics via posts on social media are mostly self-promotion, improving the musicians’ market performance by increasing the number of contracted concerts. Conversely, ingratiation generated the most positive effect on the musician’s popularity but reduced music sales. Besides lowering the musicians’ popularity, exemplification also reduced the number of contracted concerts, while the supplication had no significant effect.

Originality/value

To the best of the authors’ knowledge, the research is the first to use social media postings of musicians’ official human brand profiles based on self-presentation typologies as a complete impression management tool. Furthermore, it is the first to test the effects of these posts on market performance metrics (i.e. outside of social media) in a longitudinal study.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 16 June 2023

Shahzeb Hussain, Suyash Khaneja, Kinnari Pacholi, Waleed Yousef and Michael Kourtoubelides

This study aims to examine the relationship between the personality dimensions of consumers and celebrities; the effect of celebrity personality on attitude towards the celebrity;…

Abstract

Purpose

This study aims to examine the relationship between the personality dimensions of consumers and celebrities; the effect of celebrity personality on attitude towards the celebrity; and the effect of attitude towards the celebrity on purchase intention.

Design/methodology/approach

Data were gathered from 400 respondents in the North of England to explore the connections between five consumer personality dimensions (agreeableness, extroversion, openness, conscientiousness and neuroticism) and nine celebrity personality dimensions (neuroticism, extroversion, openness, agreeableness, conscientiousness, sincerity, excitement, stylishness and positivity) and were analysed using structural equation modelling.

Findings

The findings suggested that some dimensions of consumer personality, i.e. conscientiousness, extroversion and openness, were significantly related to all the celebrity personality dimensions. Moreover, all the celebrity personality dimensions had a significant effect on consumers’ attitude towards the celebrity; however, only neuroticism, extroversion, openness, sincerity and positivity significantly affected purchase intention. Finally, attitude towards the celebrity had a significant effect on purchase intention.

Originality/value

The study introduces a celebrity personality scale and explores a topic that has not previously been researched.

Details

Journal of Asia Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 14 March 2023

Deepika Pandita and Fatima Vapiwala

The purpose of this study is to understand the factors responsible for social media fan engagement and experience. The research study also attempts to analyze the significance of…

Abstract

Purpose

The purpose of this study is to understand the factors responsible for social media fan engagement and experience. The research study also attempts to analyze the significance of adopting digital strategies with a fan-centric approach for sports organizations.

Design/methodology/approach

The authors conducted 18 semi-structured interviews with managers in different sports organizations and fans of various popular sports leagues and clubs in India. The authors used a qualitative exploratory approach by applying coding and thematic analysis to arrive at findings and conclusions.

Findings

The responses led to the emergence of three major themes comprising effective planning, harnessing fan participation and boosting the quality of experience. Building on these themes, the authors recommended the “PRIME” model for sports organizations.

Research limitations/implications

As this study explores the growing importance of fan engagement from the top three sports leagues in India, future researchers can focus on obtaining data from multiple countries and multiple leagues to enhance fan engagement's generalizability. Also with the growing popularity of eSports, the scope of the present study may be expanded based on eSports.

Practical implications

The authors' study acts as an eye-opener for managers revealing that to get active participation from fans, sports organizations will have to be active in social media initiatives. In addition to this, the authors also propose the PRIME model, which elaborates on the aspects of Planning social media programs, Regularization of content creation, increased Interaction with the fan base, Motivation through rewards and Enriching fan experience for effectively harnessing fan engagement and experience.

Originality/value

In the pandemic era, engaging with fans on social media can enable sports organizations to thrive. The authors suggest a “PRIME” model which can aid sports managers in effectively harnessing fan engagement and experience for the managers of sports organizations. The model can also be applied beyond the sports context in anchoring customer engagement and experience through the social media of other business organizations.

Details

Journal of Strategy and Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1755-425X

Keywords

Open Access
Article
Publication date: 1 February 2024

Inés Küster Boluda, Natalia Vila-Lopez, Elisabet Mora and Javier Casanoves-Boix

This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of…

Abstract

Purpose

This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social media content.

Design/methodology/approach

A total of 1,711,084 posts were collected for analysis, focusing on FIFA World Cup Qatar 2022, XLI Marathon Valencia Trinidad Alfonso 2022 and Davis Cup 2022, with a particular emphasis on the Spain brand. Through Atribus, diverse social media data were recovered and analyzed. Later, we recommended employing various metrics and ANOVAs to address the research questions. Additionally, we conducted a sentiment analysis.

Findings

The results show differences between (1) the use and relevance of social network platforms and events and (2) the content generated by different countries. The practical implications offer valuable insights for sports event organizers, destination managers and other stakeholders. The research implications suggest potential avenues for future research based on the observed patterns and behaviors in social media posts related to sports events and Brand Spain.

Originality/value

(1) Some papers have studied the role of sports events’ social media, ignoring the comparison among different social media platforms; (2) usually, previous literature has focused on a single event or sport and (3) although there is considerable research related to the strategic and operational Inés Küster Boluda Inés Küster Boluda role of social media, there is less systematic analysis related to the extent sports events use social media in general and in specific social media platforms and virtually nonexistent studies that employ index measurements.

研究目的

本研究擬分析就三個與西班牙品牌有關的國際體育賽事而言,體育社交媒體對一個國家的影響。俱體而言,本研究擬探討: (一) 、各體育賽事社交媒體平台的使用和其重要性,以及 (二) 、是哪些國家生成最多的社交媒體內容。

研究設計/方法/理念

研究人員收集共計1,711,084帖子以便進行分析;其焦點放在2022年卡塔爾世界盃 (即2022年國際足聯世界盃) ,2022年特尼利尼達阿方索馬拉松賽-瓦倫西亞 (XLI Marathon Valencia Trinidad Alfonso 2022) 和2022年台維斯盃;研究人員特別把重點放在西班牙品牌上。研究人員透過 Atribus 重新取得多種多樣的社交媒體數據,然後進行分析。之後,研究人員建議使用不同的度量和方差分析去處理各研究問題,以及進行了情感分析。

研究結果

研究結果顯示了以下兩者之差異:(一) 、社交網絡平台和比賽項目的使用和關聯,以及 (二) 、不同國家生成的內容。從這個研究發現,體育賽事的籌辦者、目的地管理人員和其它利益相關者,均會獲得寶貴的實務啟示;至於就未來學術研究的路向而言,學者和研究人員或許可觀察關於體育賽事和西班牙品牌的社交媒體帖子裡顯示的模式和行為,從而找到合適的研究路徑。

研究的原創性

本研究有以下的貢獻:(一) 、從前的研究多只探討關於體育賽事的社交媒體所扮演的角色,而忽略了要比較不同社交媒體平台的需要;(二) 、過去的文獻通常聚焦於單一的賽事或運動上;以及 (三) 、雖然探討關於社交媒體在戰略上和在操作上所扮演的角色的研究為數不少,但甚少研究、就體育賽事大體使用社交媒體的程度,或使用特定的社交媒體平台的程度進行分析和探討。再者,幾乎沒有學者或研究人員在有關的研究上使用指標測量法;就此三點而言,本研究可說填補了有關的研究空白。

Details

European Journal of Management and Business Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2444-8451

Keywords

Article
Publication date: 28 March 2024

Keshan (Sara) Wei

In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals…

Abstract

Purpose

In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals, comprehensive analyses of current knowledge are lacking. Therefore, this study systematically reviewed the related literature to better understand trends and suggest future research directions for advancing this field.

Design/methodology/approach

This study employs the theory–context–characteristics–methodology (TCCM) framework to examine 76 articles on celebrity endorser scandals.

Findings

Utilizing the TCCM framework, this study presents a comprehensive research framework, revealing that (1) the celebrity endorser scandal effect primarily includes associative learning, attribution of responsibility, and moral reasoning; (2) entertainment celebrities and athletes have received significant research attention; (3) both individual- and relationship-level characteristics serve as crucial moderators, with focal brand and related brand being the primary outcome variables. Additionally, this study outlines enterprise response strategies, encompassing the reformation of existing spokesperson relationships and the establishment of future spokesperson connections; and (4) quantitative approaches dominate the field.

Originality/value

This study integrates and expands existing research on celebrity endorser scandals while proposing future research opportunities to advance the field.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

Keywords

Open Access
Article
Publication date: 13 March 2024

Edgar Romero-Jara, Francesc Solanellas, Samuel López-Carril, Dimitrios Kolyperas and Christos Anagnostopoulos

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The…

Abstract

Purpose

In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a pivotal position within strategic management frameworks. The existing literature explores how football clubs can utilize social media, but analyzing social media strategies within the context of football leagues is lacking. The absence of comparative studies benchmarking clubs across different geographical regions while simultaneously analyzing multiple social media platforms is especially noteworthy. In this study, a comprehensive analysis of social media engagement is undertaken within esteemed football leagues spanning Europe, South America and North America.

Design/methodology/approach

Drawing on relationship marketing and employing content analysis as a methodological tool, the study examined 10,772 posts from the official accounts of eight football leagues on Facebook, Twitter and Instagram.

Findings

Across the leagues, the findings reveal that content quality drives engagement more than frequency. In addition, several format combinations were identified that facilitate engagement and Instagram emerged as the top social media platform for generating fan engagement.

Originality/value

This is one of the first empirical studies focusing on optimizing the use of social media to amplify fan engagement across various geographies and social media accounts and formats simultaneously.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 15 July 2022

Konstantinos Koronios, Alkis Thrassou, Lazaros Ntasis and Georgia Sakka

Despite the fact this is already known over how sports spectators interpret sponsorship content, less is known about participants’ sentiments toward sponsors, which are sometimes…

Abstract

Purpose

Despite the fact this is already known over how sports spectators interpret sponsorship content, less is known about participants’ sentiments toward sponsors, which are sometimes crucial to the survival of participation sporting events. Various researchers have examined at how spectators recognize or recall sponsors, but very few have explored it from the viewpoint of sport participants. This research portrays a shift in focus from spectator-based to participant-based marketing by studying the differences over how participants and spectators perceive sport sponsorship, recognizing the current knowledge gap regarding the process of sponsorship in participant-based sports. Sponsorship previous research has focused on the effectiveness of sport sponsorships utilizing variables such sponsor recognition, desire to sponsors’ products and anticipated sponsorship advantages (Koronios and Dimitropoulos, 2020). The examination of sport sponsorship from the standpoint of the sport spectator is something that many of the past studies have in common. The application of past research analysing sport sponsorship from a distinct perspective: that of the sport participant, distinguishes the present study. In addition, the present study explores the distinctions in sponsorship effectiveness between spectators and participants, a topic which hasn't been addressed at before in sponsorship literature.

Design/methodology/approach

This study depicts a move away from spectator-based to participant-based marketing, utilizing contemporary implicit physiological variables to measure participants’ and spectators’ awareness of and attitude toward sponsors, and it proposes a model of their purchase intentions toward real sponsors of a martial event. A total of 1,332 questionnaires were collected and analysed.

Findings

Factors such as sport involvement, social media use, sincerity and beliefs of sponsorship were found to have a significant effect on purchase intention of spectators and participants. And crucial differences in the significance of various antecedent factors between spectators and participants were detected in the formation of positive purchase and word-of-mouth intentions.

Originality/value

This paper gives prominence to contemporary methodological advances in the field of implicit social cognition and their relevance to sponsorship. This is the first sponsorship research which examines the effectiveness of sponsorship variables under the implicit–explicit variables dichotomy.

Details

EuroMed Journal of Business, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 8 March 2024

Hossein Mansouri, Abdullah Rasaee Rad, Rodoula H. Tsiotsou and Maizaitulaidawati Md Husin

The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and…

Abstract

Purpose

The study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.

Design/methodology/approach

An online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).

Findings

The findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.

Practical implications

The findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.

Originality/value

This study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

Keywords

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