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Article
Publication date: 1 July 2008

Chrysostomos Giannoulakis, David Stotlar and David Chatziefstathiou

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…

986

Abstract

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 19 October 2015

Chrysostomos Giannoulakis, Chien-Hsin Wang and Nathan Felver

In a currently western-dominated body of literature, the purpose of this paper is to empirically examine the relationship between motivation, experience, and satisfaction through…

2609

Abstract

Purpose

In a currently western-dominated body of literature, the purpose of this paper is to empirically examine the relationship between motivation, experience, and satisfaction through a structural equation model. This empirical examination was performed in the context of a mega-sporting event (i.e. Asian Games), while considering sample characteristics and the cultural setting of a Middle Eastern host country (i.e. Qatar).

Design/methodology/approach

A survey was disseminated to 12 competition and non-competition venues of the 15th Asian Games in Doha, Qatar. There was a convenience sample of 392 volunteers.

Findings

Three-factor identification for volunteer motivation (external, purposive, and event related) with 48.76 percent variance explained. One-factor identification for volunteer experience with 66.08 percent of the variance explained. Two-factor identification for volunteer satisfaction (recruitment and training, communication and support) with 68.93 percent of variance explained. The sport volunteer satisfaction model fit data well (root mean square error of approximation=0.04, non-normed fit index=0.98, comparative fit index=0.99, standardized root mean squared residual=0.03). Motivation was positively and significantly related to experience. In turn, experience was positively and significantly related to satisfaction.

Research limitations/implications

Limitations included the utilization of a convenience and homogeneous sample (approximately 78 percent were Asian males), and the fact the retention construct was not included in the model. Results indicated the need to further the utilization of modeling approaches in examining psychometric properties of sport event volunteers, as well as expand the knowledge of how eastern cultures perceive the concept of volunteerism.

Practical implications

Volunteers at the Asian Games were satisfied due to the fact that their event-related motives were actually fulfilled. Participants’ overall satisfaction levels were high since their experience with the event was also positive. Initially, satisfied volunteers could encourage additional volunteer involvement. An extended community-based volunteer pool could be utilized for a plethora of events in Qatar, thus supporting the country’s aspiration for becoming a hub for international sport events.

Originality/value

The authors tested empirically the interrelationship between volunteer motivation, experience, and satisfaction through a structural equation model in a Middle Eastern mega-sporting event.

Details

International Journal of Event and Festival Management, vol. 6 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 31 May 2011

Chrysostomos Giannoulakis and Artemisia Apostolopoulou

The present study aims to explore the efforts of a core action sports company (Board Sports Company (BSC)) to employ a multi‐brand strategy and to focus on the identity and reach…

7377

Abstract

Purpose

The present study aims to explore the efforts of a core action sports company (Board Sports Company (BSC)) to employ a multi‐brand strategy and to focus on the identity and reach of the seven distinct brands operated under the parent company. The study seeks to identify benefits and limitations of the multi‐brand strategy, as seen by company employees.

Design/methodology/approach

In a single‐case design study approach, a global, private action sports company, recognized as a leader in authentic action sports footwear and apparel, was selected for study. Data were collected via in‐depth interviews with key company employees and an extensive review of secondary sources.

Findings

The adoption of a multi‐brand strategy with the operation of seven distinct brands has allowed BSC to expand to mainstream audiences, while strengthening its core target markets. Through aggressive consumer segmentation practices and the strategic utilization of a variety of distribution outlets, BSC remains competitive in a highly antagonistic business environment.

Practical implications

Possibly the greatest benefit of a multi‐brand strategy is a company's ability to diversify, while minimizing the risk of transferring potentially harmful associations among its brands. Thus, BSC has expanded its reach into the mainstream through new sports, product lines, distribution channels, and target audiences. Simultaneously, the organization has guarded the perception of authenticity of its core brands.

Originality/value

The study extends the understanding of the management of sport brands by moving beyond collegiate and professional sport organizations to focus on an athletic wear and equipment brand. It also offers insight to sport organizations that might consider expansion via the adoption of a multi‐brand strategy.

Details

Journal of Product & Brand Management, vol. 20 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 1 July 2008

Frank Pons, David Stotlar and Cheri Bradish

401

Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 4
Type: Research Article
ISSN: 1464-6668

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