Search results

The present study aims to examine whether event size has a significant impact on consumers' perceptions of goodwill. In the relationship between event size and perceived goodwill, sponsorship duration and sponsor-event congruence are tested as moderating variables.

This study conducts an experiment with a 2 × 2 × 2 between-subjects factorial design.

The results show the main effects of event size on perceived goodwill, and the moderating effects of sponsorship duration and sponsor-event congruence in the relationship between event size and perceived goodwill. Also, regression analyses test the relationships among the dependent variables including perceived goodwill, attitudes toward the sponsor, and purchase intentions.

Marketing practitioners may discover the merits of a corporation sponsoring local events at lower costs, and the importance of duration and congruency.

The purpose of this paper is to examine the link between sport event volunteer service performance and sport spectator experience that leads to future intentions.

Subjects were the international visitors at a mega sporting event in South Korea (n=431). The sample was randomly drawn based on convenience sampling method. Partial least squares structural equation modeling was utilized to test the hypotheses. The adequacy and statistical significance of the path models were confirmed by individual indicator loadings, average variance explained, bootstrap t-statistics and convergent validity.

Volunteer service performance significantly predicted event satisfaction, event image, and host city image and indirectly influenced intentions to revisit the event and host city. Event image predicted host city image, event satisfaction and intention to revisit the event. Host city image predicted event satisfaction and intention to revisit the host city. Event satisfaction predicted both intentions to revisit the event and the host city.

Sport event volunteers are in direct contact with spectators; therefore the performance of volunteers’ service may have an impact on establishing event and host city images perceived by visitors at the event. The research findings suggest that sport event volunteer performance positively affects image formation and further induce international visitors to revisit both the event and the host city. One of the key findings includes the important role of event satisfaction in the association between volunteer performance, image formation and future behavior.

The present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.

In total, 198 participants answered online survey questions before and after being informed of athlete brand extensions. Partial least squares structural equation modeling is utilized to test the hypotheses.

The survey results indicated that athlete–product fit and image transfer positively influenced attitude toward the extension. In addition, attitude toward the athlete brand extensions was significantly influenced by consumers' pre-existing attitude toward the celebrity; however, not by celebrity's expertise.

The research findings imply that some brand extension concepts are applicable to human brands to understand the effectiveness of athlete brand extensions for non-sport products.

This study examines the effects of congruence and reliability on cause-brand alliance (CBA) program attitudes—exploring how CBA program attitudes and sport entity attitudes affect attitudes toward a sport-related and sport-unrelated brand in a single CBA.

About 240 survey participants answered questions before and after being exposed to information about the NFL Play 60 program. Consistent partial least squares structural equation modeling is utilized to test the hypotheses.

Results suggest both congruence and reliability positively influence CBA program success; and both sport-related and sport-unrelated brands positively affect consumer attitudes when they participate in a CBA with a high-profile sport entity. This occurs directly through CBA program attitudes for a sport-unrelated brand and indirectly through sport entity attitudes for a sport-related brand.

This study extends the CBA literature in sports by showing (1) the role of reliability on CBA program attitudes, (2) the role of sport entity attitudes on other cause partner attitudes and (3) different paths for sport-related versus sport-unrelated brands that are partnered with a premium sport entity to achieve CBA program brand enhancements.