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Article
Publication date: 13 September 2022

Konstantinos Koronios, Lazaros Ntasis, Panagiotis Dimitropoulos and Anna Gerke

The purpose of this research is to develop a more precise evaluation of sport sponsorship efficiency in participant-based sport, by investigating the specific aspects of…

Abstract

Purpose

The purpose of this research is to develop a more precise evaluation of sport sponsorship efficiency in participant-based sport, by investigating the specific aspects of participants' attitude and behavior toward sponsors. In more detail, this research develops a comprehensive sponsorship model in the participant sport context, integrating the following constructs: sport involvement, sincerity, social media use, beliefs about sponsorship, satisfaction with event, sponsor's image, awareness of sponsors, attitude toward sponsors, purchase and word of mouth intentions.

Design/methodology/approach

A quantitative method was utilized and 1,056 questionnaires were effectively collected and analyzed via SPSS and AMOS. Using structural equation modeling, this research tested a conceptual framework analyzing the role of different factors for sponsorship efficiency in a participant sport context.

Findings

The present research proposes a model of 10 variables which altogether permits a complete comprehension of how to expand the linkages among antecedents and outcomes of sport sponsorship in participant-based sports. The proposed factors assume a critical role in upgrading sponsorship effectiveness, which is reflected through a continuum of responses that regularly begins with sponsorship awareness and, at last, leads to increments in participants' purchase and word of mouth intentions regarding sponsors' products.

Research limitations/implications

Various implications for future studies as well as strategies to boost the advantages for sponsoring firms in participant-based sports, can be drawn from the suggested model.

Originality/value

Up to the present, there is a scarcity of research exploring the effectiveness of sponsorship in participant-based sports. The majority of sponsorship studies measure the impact of sponsorship on spectators, neglecting the role of participants as potential vehicles in the sport sponsorship setting. This study is the first to exploring the role of sport participants in sport sponsorship literature, provides a comprehensive framework, which can guide future studies and enhance sponsorship efficiency in a participant sport context.

Details

Sport, Business and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2042-678X

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…

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: 28 November 2019

Panagiotis Dimitropoulos, Konstantinos Koronios, Alkis Thrassou and Demetris Vrontis

Several theories have been developed trying to explain the corporate decisions on cash holdings. Stakeholder theory is one of the arguments that urge firms with strong…

Abstract

Purpose

Several theories have been developed trying to explain the corporate decisions on cash holdings. Stakeholder theory is one of the arguments that urge firms with strong stakeholder relationships to hold more cash. The purpose of this paper is to shed further light on this issue by examining the impact of cash holdings on the financial performance and viability of Greek Small-Medium Enterprises before and after the Greek sovereign debt crisis.

Design/methodology/approach

The authors collected a large sample from Small-Medium-sized Enterprises (SMEs) and a comparable sample from large firms operating in Greece during the period 2003–2016. Panel regression analysis was performed before and after the Greek debt crisis.

Findings

Results indicated that cash holdings contribute positively to the profitability and viability of firms validating the precautionary theory of cash holdings in Greece. Before the crisis, SMEs and large firms both benefited significantly by cash holdings but after the crisis that positive impact of cash is more evident and significant for SMEs.

Practical implications

These findings corroborate the hypotheses that during a period of limited lending (and severe financial turmoil); cash holdings (and effective cash management) could be a vital tool for sustaining SMEs’ viability and financial performance. This study offers useful managerial implications and contributes to the ongoing debate about the impact of cash holdings on corporate performance.

Originality/value

This is the first study in the Greek business setting trying to examine the impact of cash holdings on financial performance within stakeholder-oriented firms during a period of financial turmoil.

Details

EuroMed Journal of Business, vol. 15 no. 3
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 9 May 2020

Konstantinos Koronios, Antonios Travlos, John Douvis and Andreas Papadopoulos

The present study is an initial attempt to assess the impact of motivators and constraints on individual's intention for sport media consumption. The advancement of sport…

Abstract

Purpose

The present study is an initial attempt to assess the impact of motivators and constraints on individual's intention for sport media consumption. The advancement of sport media consumption has been underlined by the academic literature during the past few years. In fact, one of the most conspicuous concerns that experts in the sport industry face nowadays is the fans' preference to stay home and watch sport events. The objective of this research is to determine the impact of motivations and constraints for individuals' sport media consumption intentions.

Design/methodology/approach

A quantitative method was used for the purpose of this study, and a sum of 1,704 fulfilled questionnaires were obtained and analyzed by means of SPSS and AMOS

Findings

According to the results, internal and external motivators such as attachment to team, achievement, social, drama, role model and promotion observed to have a considerable impact on participants' consumption intention. Moreover, results pointed out a significant impact of structural and intrapersonal constraints on consumption intention.

Originality/value

The aim of the present research was to analyze the link between the constraints of spectator purposes and actual media consumption. In addition, there is an examination of generation-based factors among the spectators within the scope of possible contrasting aspects, a variable which has not been examined in any previous studies until now.

Details

EuroMed Journal of Business, vol. 15 no. 2
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 24 November 2021

Konstantinos Koronios, Lazaros Ntasis, Panagiotis Dimitropoulos and Vanessa Ratten

The scope of this study was to underline the specific aspects of positive consumer attitude and behavior related to sports sponsorship. In more detail, the purpose of this…

Abstract

Purpose

The scope of this study was to underline the specific aspects of positive consumer attitude and behavior related to sports sponsorship. In more detail, the purpose of this study was to establish a comprehensive sponsorship framework integrating Beliefs about sponsorship, Sponsor's Image, Fans' Attachment with the team, Team's Performance, Fans' Sport Involvement, Sponsors' Sincerity, Awareness of Sponsors, Attitude toward Sponsors, Purchase intentions and Actual Purchases.

Design/methodology/approach

Quantitative method was utilized and a sum of 2,752 questionnaires were effectively assembled and analyzed by means of SPSS and AMOS. The results of a structural equation model provide an exceptional conceptual framework that underlines the significance of comprehending the role of important factors in sponsorship efficiency.

Findings

This paper provides the context for a discussion. It shows that various antecedents have a significant effect on real – instead of just intentions – purchase behavior regarding sponsors' products and services.

Research limitations/implications

Various implications for future researches as well as strategies to boost the advantages for both sport clubs and sponsoring firms can be drawn from the suggested model.

Originality/value

Up to present, only a handful of empirical studies have looked at the effect of sponsorship on the consumer. The majority of sponsorship studies measure the impact of the sponsorship effort on the recall and recognition of sponsors, with empirical results being inconclusive, with some studies showing high levels of recall and recognition while others show only marginal impact on recall and recognition. The present research provides a comprehensive framework, which can guide future studies by isolating the effect of sponsorship on actual purchase behavior, instead of just estimating individuals' purchase intentions.

Details

Sport, Business and Management: An International Journal, vol. 12 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 8 July 2021

Panagiotis Dimitropoulos, Lazaros Ntasis and Konstantinos Koronios

The purpose of this study is to provide up-to-date evidence on the net effect of COVID-19 pandemic on international arrivals and occupancy rates in Greece. Analysis and…

Abstract

Purpose

The purpose of this study is to provide up-to-date evidence on the net effect of COVID-19 pandemic on international arrivals and occupancy rates in Greece. Analysis and forecasting point out the demand for 2020, and thus yielding more concrete evidence on the pure effect of the pandemic on the tourism industry.

Design/methodology/approach

Monthly observations from January 2000 to December 2020 were extracted from the Tourist Enterprises Association (SETE) for Athens, Thessaloniki, Kalamata, Rhodes, Mytilene, Santorini, Zante, Kefalonia and Crete. To model and forecast the volatility and the time trend effect of tourist arrivals individually, the study applies the autoregressive integrated moving average (ARIMA) (p,d,q) and the error, trend, seasonality (ETS) model.

Findings

Empirical results suggested that Athens, Thessaloniki and Crete were three destinations with the worst losses in international tourist arrivals. Specifically, Athens was expecting to have (without the existence of COVID-19) more than 330,000 tourist arrivals in December 2020 while instead only 73,000 international tourists visited Athens that period. Similarly, Thessaloniki and the island of Crete lost more than 150,000 international visitors during December 2020.

Originality/value

The author’s study adds to a growing number of studies regarding the impact of COVID-19 by incorporating monthly international arrival data and occupancy rate data for the whole 2020 reflecting differences in transportation or vacation choices. Also, the authors operationalized multiple time-series forecasting models (ETS and ARIMA) for reaching more concrete forecasts and estimates on the effect of COVID-19 on the Greek tourism sector.

Details

Journal of Entrepreneurship and Public Policy, vol. 10 no. 3
Type: Research Article
ISSN: 2045-2101

Keywords

Article
Publication date: 14 November 2017

Konstantinos Koronios, Marina Psiloutsikou and Athanasios Kriemadis

The purpose of this paper is to acquire improved comprehension of the motivational factors and the various constraints associated with individuals’ participation in mass…

Abstract

Purpose

The purpose of this paper is to acquire improved comprehension of the motivational factors and the various constraints associated with individuals’ participation in mass running events.

Design/methodology/approach

A quantitative method was used for the purpose of this research, and 1.357 questionnaires were completed. This study proposed two broad hypotheses: intrapersonal constraints influence motivation factors (amotivation, intrinsic and extrinsic motivation); and motivation factors influence the intention to continuous participation.

Findings

Both broad hypotheses were supported by the evidence while the lack of knowledge, interest, confidence and feelings of tiresomeness were found to contribute more to explaining motivation. All three motivational factors had a significant influence on intention.

Research limitations/implications

The empirical evidence for this study came from runners only. The special attributes of running may have influenced the explored relationships in a way that may not be directly applicable to other activities. Further research in various activities is necessary before such findings are generalized.

Originality/value

The aim of this paper is to provide empirical evidence of the relationships between the motivational factors and the various constraints associated with individuals’ participation in mass sporting and physical activity events. This research focused on developing a model to explain relationships among constraints, motivators and participation, and empirically test the proposed model within the marathon running participants context.

Details

Education + Training, vol. 60 no. 5
Type: Research Article
ISSN: 0040-0912

Keywords

Article
Publication date: 9 October 2018

Konstantinos Koronios and Thanos Kriemadis

The purpose of this paper is to explore relations among constraints and motivation for running events commitment along with relations among motivation and future…

Abstract

Purpose

The purpose of this paper is to explore relations among constraints and motivation for running events commitment along with relations among motivation and future commitment intentions.

Design/methodology/approach

A quantitative approach was utilized for the aim of the present study and 1,944 questionnaires were gathered. The self-determination theory and the categorization among intrinsic and extrinsic motivators as proposed by Alexandris et al. (2002) were utilized and the suggested research tools were selected for the purposes of the study.

Findings

Intrapersonal constraints found to influence motivation factors while all three motivation factors had a significant effect on continuous participation intentions.

Research limitations/implications

The experimental data for the present research came from participants in a given running race. As mentioned in the discussion, the distinctive characteristics of running may have affected the examined relations in a way which might not be straightforwardly pertinent to different sports. Additional analysis in various activities is essential for the generalization of the findings.

Originality/value

This paper provides the context for a discussion. It shows that motivation factors (amotivation, intrinsic and extrinsic motivation) have a significant influence on individuals’ intention to participate in sport and exercise, as well as on their ability to negotiate associated constraints. The large sample is a major element of the originality of this study because adds to the validity of the results.

Details

Sport, Business and Management: An International Journal, vol. 8 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 26 July 2019

Konstantinos Koronios, Athanasios Kriemadis and Andreas Papadopoulos

The purpose of this paper is to investigate issues relevant to service quality and propose a conceptual model addressing the convictions held by consumers in relation to…

Abstract

Purpose

The purpose of this paper is to investigate issues relevant to service quality and propose a conceptual model addressing the convictions held by consumers in relation to the service quality of sport services as regards spectators and their influence on sport consumption.

Design/methodology/approach

A quantitative method was used for the purpose of this study and 1,643 questionnaires were gathered and analyzed. The current research intended to employ an integrated service quality model within the scope of sport spectating. The model included five fundamental factors and they were examined in association with the behavioral intentions that spectators have. By combining all these factors and aspects, it was attempted to shape consumers’ general perception regarding quality in service. The model of the research considers quality in service to be a hierarchical construct comprising many dimensions and it is observed that service quality can be classified into five factors, all of which can be defined by a variety of corresponding sub-factors.

Findings

The outcomes showed that four of the suggested factors regarding quality (i.e. game quality, augmented service quality, interaction quality and outcome quality) had an important as well as favorable influence on sport consumption.

Research limitations/implications

The empirical evidence for this research is derived from one specific professional sport event (European Basketball League) and spectators who took part were from Greece. Future research could use a wider sample of sport events and the participation of spectators from various countries is necessary before such findings are generalized.

Originality/value

The present research provides a contemporary analysis of factors influencing sport spectators anticipated quality and their influence on sport consumption.

Details

Journal of Entrepreneurship and Public Policy, vol. 8 no. 1
Type: Research Article
ISSN: 2045-2101

Keywords

Book part
Publication date: 11 June 2021

Lazaros Ntasis, Christos E. Kountzakis, Konstantinos Koronios, Panagiotis E. Dimitropoulos and Vanessa Ratten

The present study offers insight to the current literature regarding digital uncertainty and the hypothesis of portfolio optimisation by risk estimation index of the…

Abstract

The present study offers insight to the current literature regarding digital uncertainty and the hypothesis of portfolio optimisation by risk estimation index of the geopolitical risks (GPR). The examination investigates the effect of Geopolitical Risk Index which as of late was explored by Caldara and Iacoviello (2018) to shine a light to the impact of worldwide strain and struggle on excellent portfolio weights, and the link between Convex Risk Measures. Moreover, it investigates the way corporate administration, bank explicit indicators influence China banks' marketing profitability. Furthermore, we explored the idea of a directed linear space and given some sets of mathematical objects whose structure is represented by the concept of linear spaces.

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