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Article
Publication date: 5 September 2020

Kyriaki (Kiki) Kaplanidou

The purpose of this paper was to provide a discussion on using sport events for community development through the lenses of community development theories and perceived…

Abstract

Purpose

The purpose of this paper was to provide a discussion on using sport events for community development through the lenses of community development theories and perceived event impacts.

Design/methodology/approach

The nature of the paper was not based on a specific methodology or design, rather on a review of relevant studies that aim to support strategies of how to develop a community through the hosting of sport events utilizing community development theories.

Findings

The review revealed that the profile of the community could influence the use of asset or needs-based community theory to achieve community development goals associated with hosting certain size of sport events.

Originality/value

The combination of community development theories with the literature in sport event impacts and legacies provides a novel approach to the discussion of community development through sport events.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 1 July 2010

Kyriaki (Kiki) Kaplanidou and Mark E Havitz

Situational involvement (SI) and enduring involvement (EI) are important predictors of spectator sports tourist behaviours. For this study, onsite and web surveys were…

Abstract

Situational involvement (SI) and enduring involvement (EI) are important predictors of spectator sports tourist behaviours. For this study, onsite and web surveys were utilised to help understand how SI and EI levels, with both event and destination, may vary according to the primary and secondary trip purpose of a spectator sports tourist. Results revealed differences between the two groups only within certain aspects of SI and EI with the destination.

Details

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

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Article
Publication date: 7 March 2016

Dimitra Papadimitriou, Kyriaki Kiki Kaplanidou and Nikolaos Papacharalampous

The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions…

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Abstract

Purpose

The purpose of this study is to explore how event volunteers, athletes and onsite spectators perceive the impact of sport event sponsorship on future purchase intentions of the event sponsor brand.

Design/methodology/approach

The research problem was based on propositions by Novais and Arcodia (2013) and proposes relationships between sponsor–event fit, brand attitude, perceived brand quality and sponsor brand purchase intentions. Data were collected from 352 Greek sport event consumers from the 2013 Classic Marathon event, in Athens, Greece, using onsite surveys targeting non-sponsor brand consumer spectators, volunteers and athletes.

Findings

The results reveal that sponsor–event fit indirectly influenced sponsor brand purchase intentions via brand attitude and brand quality across all three groups. However, the fit did not directly influence perceived brand quality of the sponsor across all three groups and directly influenced purchase intentions of the athlete group.

Research limitations/implications

Because of the duration of the event (one day), the sample sizes were not very large. In addition, the study was delimited on one sponsor from a single sport event. Therefore, the findings need to be tested with larger samples and additional sponsors and events to arrive to more robust conclusion about the purchase intention formation and its antecedents across multiple sport event consumer groups.

Originality/value

This study explores the power of sponsor–event fit among non-consumers of the sponsor brand and how the “interface” of event consumption through the lenses of three groups, namely, volunteer, spectator and athlete, influences brand attitude, perceived brand quality and sponsor brand purchase intentions.

Details

Journal of Business & Industrial Marketing, vol. 31 no. 2
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 1 October 2010

Kirstin Hallmann, Kyriaki Kaplanidou and Christoph Breuer

Sports events are tourist attractions and their image components can relate to the destination image concept and structure. This study examined sports event images held by…

Abstract

Sports events are tourist attractions and their image components can relate to the destination image concept and structure. This study examined sports event images held by active and passive sports tourists at four marathon races in Germany. Some differences in the perception of event images were found for active and passive sports tourists as well as for different types of destinations. For active sports tourists, emotional, physical and organisational image associations were clustered closer. For passive sports tourists, social and historical image associations were clustered closer. The type of destination elicited different event images among active and passive sports tourists.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 1 October 2013

Ryan T Wang and Kyriaki Kaplanidou

This study examines the impact of sport-induced emotions on spectators' purchase intentions towards event sponsors. Spectators who experience positive emotions evoked by a…

Abstract

This study examines the impact of sport-induced emotions on spectators' purchase intentions towards event sponsors. Spectators who experience positive emotions evoked by a home team victory are found to exhibit stronger purchase intentions towards sponsors regardless of the sponsor's ability to improve spectator emotions. Those who experience negative emotions following home team defeat show heightened purchase intentions towards sponsors perceived capable of improving their negative feelings. Purchase intention decreases when sponsors cannot assist in upwardly managing the negative feelings of spectators. Theoretical and managerial implications for sponsors of spectator sports are provided.

Details

International Journal of Sports Marketing and Sponsorship, vol. 15 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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