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Article
Publication date: 1 July 2010

Ryan K Zapalac, James J Zhang and Dale G Pease

There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's…

Abstract

There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's volleyball spectators from the perspectives of sociodemographics, market demand and consumption. Spectators (N=265) from seven intercollegiate women's volleyball games at three National Collegiate Athlete Association Division-I universities participated in the study. The findings indicate that there is a need to emphasise the market demand factors when marketing intercollegiate women's volleyball games.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 March 2003

James J. Zhang, Eddie T. C. Lam and Daniel P. Connaughton

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…

Abstract

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 5 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 November 2004

James J Zhang, Daniel Connaughton and Carrianne E Vaughn

This paper assesses the quality of special programmes and services for season ticket holders and their predictability to game consumption. Participants were season ticket holders…

Abstract

This paper assesses the quality of special programmes and services for season ticket holders and their predictability to game consumption. Participants were season ticket holders of an NBA team, who responded to a questionnaire that included six demographic variables, eight consumption variables and 15 special programme and service variables in two versions: importance and perception. The findings further emphasise the importance of providing quality programmes and services to season ticket holders, and point out specific programme and service areas for improvement.

Details

International Journal of Sports Marketing and Sponsorship, vol. 6 no. 2
Type: Research Article
ISSN: 1464-6668

Article
Publication date: 8 May 2018

Yasuhiro Watanabe, Cassendra Gilbert, Mohd Salleh Aman and James J. Zhang

The purpose of this paper is to examine the systematic influence of core product features, event operation quality, sport fan identification, and image of host city as a tourism…

1823

Abstract

Purpose

The purpose of this paper is to examine the systematic influence of core product features, event operation quality, sport fan identification, and image of host city as a tourism destination on behavioral intentions of international spectator at a Formula One (F1) event held in Malaysia.

Design/methodology/approach

A survey form assessing the specified concepts was designed and employed to examine the structural relationships. The research participants were international spectators (n=512) attending the event. Data were randomly split into two halves, one for EFA (n=256) and the other for CFA and SEM (n=256).

Findings

Findings revealed that core product feature and sport fan identification factors were significantly (p<0.05) related to both of international spectators’ desire to stay at the event, attend the event in the future, and revisit the country; whereas, event operation quality was only found to be significantly influential of the re-patronage, and destination image was only significantly influential of the desire to stay. The findings highlight the importance and relevance of these concepts in attracting, serving, and retaining international visitors to the event.

Originality/value

Unlike other studies that are centered merely on game and event factors, this study expanded on a bigger ecological spectrum surrounding a F1 event and systematically evaluated the critical concepts and factors affecting international tourist to the event that can be considerable sources of economic growth. The findings provide empirical evidence for event and tourism management and marketing.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 July 2005

Jessica R. Braunstein and James J. Zhang

The purpose of this study was to examine the dimensions of athletic star power associated with Generation Y sports consumption. Multivariate analyses revealed that athletic star…

1156

Abstract

The purpose of this study was to examine the dimensions of athletic star power associated with Generation Y sports consumption. Multivariate analyses revealed that athletic star power factors (Professional Trustworthiness, Likeable Personality, Athletic Expertise, Social Attractiveness and Characteristic Style) were positively (p < .05) predictive of the sport consumption factors (Event Consumption and Merchandise Consumption).

Details

International Journal of Sports Marketing and Sponsorship, vol. 6 no. 4
Type: Research Article
ISSN: 1464-6668

Article
Publication date: 22 June 2021

Lei Luo, Tyreal Yizhou Qian, Gregg Rich and James J. Zhang

The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and…

Abstract

Purpose

The current study was designed to (1) identify core and peripheral market demand for a recurring hallmark sporting event, testing their impact on event identification and behavioral intentions; and to (2) explore the effect of core and peripheral market demand on event identification between first-time and repeat spectators.

Design/methodology/approach

Research participants (N = 540) were spectators at the Shanghai Masters over a span of seven days. Data were analyzed using partial least squares structural equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA).

Findings

Significant, positive relationships were found between core market demand and event identification, and between core market demand and behavioral intentions. In contrast, peripheral market demand only had significant, positive effect on event identification; however, findings revealed that event identification fully mediated the relationships between peripheral market demand and behavioral intentions. Additionally, the effect of peripheral market demand on event identification was greater among first-time spectators than repeat spectators.

Originality/value

This study contributed to the application of PLS-SEM in sport management research by adopting a formative-formative hierarchical component model (HCM) to address the prevailing measurement model misspecification of market demand constructs. The findings highlighted the merits of promoting market demand associated with recurring hallmark sporting events and the importance of enhancing event identification through differential market penetration schemes across different spectator groups.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 6 February 2017

Liangjun Zhou and James J. Zhang

The purpose of this paper is to examine the market demand of sport lottery in China from the following perspectives: available types and varieties of sport lottery, number of…

Abstract

Purpose

The purpose of this paper is to examine the market demand of sport lottery in China from the following perspectives: available types and varieties of sport lottery, number of retail outlets, public welfare funds, promotion costs, per capita income, and population.

Design/methodology/approach

As the earliest province of issuing the sales of sport lottery and having one of the largest sales volumes in China, Guangdong Province was chosen for conducting the current study. Data were obtained from 14 sport lottery administration and distribution centers and statistics bureaus of 14 corresponding municipal cities. Multiple regression analysis was used.

Findings

Multiple regression analyses revealed that number of retail outlets, promotion cost, per capita income, and public welfare funds were positively (p<0.05) predictive of sport lottery sales; however, available types and varieties of sport lottery were not found to be significantly (p>0.05) related to total sport lottery sales. The findings are discussed in the context of theories and practices in the marketing and administration of sport lottery sales in China.

Research limitations/implications

Similar studies are suggested to be conducted in provinces and regions beyond Guangdong Province.

Originality/value

This study combined socioeconomic characteristics of the population, lottery game characteristics and management factors for the first time.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 6 February 2017

Tyreal Yizhou Qian, Jerred Junqi Wang, Winston Wen-hao Chou, Euisoo Kim, James J. Zhang and Bo Gong

The purpose of this paper is to examine the impact of Chinese youth’s attention to and involvement with Chinese soccer and its professional league, the Chinese Super League (CSL)…

Abstract

Purpose

The purpose of this paper is to examine the impact of Chinese youth’s attention to and involvement with Chinese soccer and its professional league, the Chinese Super League (CSL), on their level of satisfaction.

Design/methodology/approach

A survey study was employed to test the hypotheses. Research participants (n=948) were students from five major universities that represented each of the five main geographic regions of China. Data were randomly assigned into two halves: one half for CFA (n=474) and the other half for structural equation modeling (SEM) (n=474). Mplus 7.0 was used to conduct both the CFA and SEM.

Findings

The findings of this study indicated an overall lack of attention to and involvement with Chinese soccer and CSL among Chinese youths. Discussions have been presented on the causes of the lack of youth passion for Chinese soccer and suggestions have been articulated to improve the effectiveness and efficiency of policy formulation, business operation and marketing strategy.

Originality/value

The present study built on the extant sport management literature, demonstrated the complexity of consumers’ cognition and conation in the professional soccer setting, and revealed counter-intuitive relationship between attitudinal traits and behavioral patterns, which in turn provided unique insights for Chinese professional soccer marketers, managers and administrators.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 6 February 2017

Dongfeng Liu, James J. Zhang and Michel Desbordes

Growth of China’s sport industry has brought tremendous opportunities to sport and non-sport organizations domestically and globally; nonetheless, the enlargement has also raised…

3643

Abstract

Purpose

Growth of China’s sport industry has brought tremendous opportunities to sport and non-sport organizations domestically and globally; nonetheless, the enlargement has also raised many challenges. To a great extent, China has chartered into unprecedented new sport business territories. Because of social, cultural, historical, and governmental differences, many theories and knowledge, professional experiences, best practices, and lessons learned in Western countries may or may not be directly applicable to the diverse setting(s) in China. Until now, only limited empirical evidence is available to address these challenges. Thus, formulating a special issue in the International Journal of Sports Marketing and Sponsorship to examine contemporary subject matters and concerns would be significantly meaningful to help understand, stimulate, and improve sport business operations in China, provide guidance to transnational organizations for doing sport-related business in China, offer constructive suggestions for Chinese corporations going global, and ultimately build up theories and best practices to address unique perspectives of China’s sport industry. The paper aims to discuss these issues.

Design/methodology/approach

This paper is conceptual and presents a review of literature.

Findings

In addition to this leading paper, there are a total of eight manuscripts selected for this special issue inquiring on contemporary matters and development of China’s sport industry, including four short articles that were formulated based on qualitative research information derived from case studies and interviews and four full-length articles that adopted a quantitative research protocol or a mixed research design involving both qualitative and quantitative information.

Research limitations/implications

While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China.

Practical implications

While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China.

Social implications

While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China.

Originality/value

While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 8 May 2018

James J. Zhang, Euisoo Kim, Brandon Mastromartino, Tyreal Yizhou Qian and John Nauright

The purpose of this paper is to encourage scholarly inquiries to critically examine broad perspectives of marketing and business operations in the sport industry of growing…

4545

Abstract

Purpose

The purpose of this paper is to encourage scholarly inquiries to critically examine broad perspectives of marketing and business operations in the sport industry of growing economies.

Design/methodology/approach

A comprehensive review of literature was the primary research method to introduce the following critical questions, “what are the major challenges in the sport industry of developing economies in a globalized market environment and what to do?”.

Findings

Seven articles are selected based on their theoretical and practical contributions.

Originality/value

This special issue is committed to trigger more investigations into sport businesses in developing countries and ultimately advancing theories and seeking solutions.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

1 – 10 of over 3000