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Article
Publication date: 4 October 2021

Alcina Gaspar Ferreira, Cátia Fernandes Crespo and Cédric Mendes

In this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In…

Abstract

Purpose

In this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In particular, we focus on the sport celebrity's athletic performance and marketable lifestyle image dimensions.

Design/methodology/approach

An online consumer survey was conducted regarding sports celebrities' endorsement campaigns and consumers' ad recall. The data were analysed using partial least squares structural equation modelling (PLS-SEM). Moderation and mediation effects were examined, and a multigroup analysis was used to test the existence of significant differences between groups.

Findings

The motivation to engage with sports celebrities' social media platforms transcends athletic performance and is positively related with the marketable lifestyle. Sports celebrities who highly engage consumers through social media can promote stronger engagement with the endorsed brand, and this effect is positively moderated by the perceived level of congruence between the sport celebrity and the endorsed brand. The effect of the sport celebrity's marketable lifestyle on the endorsed brand is partially mediated by their social media engagement with consumers. Moreover, a multigroup analysis shows no statistically significant differences among gender and age groups.

Originality/value

This study's contribution is a better understanding of the effect of sport celebrities' image dimensions on consumers' engagement with the celebrities' social media platforms. The marketable lifestyles of celebrities are an important asset that promotes engagement with their social media platforms by consumers that in turn, raises their marketing value in terms of endorsement contracts.

Details

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

Keywords

Article
Publication date: 14 February 2018

Vanessa Ratten

There has been an increase in surf tourism, as surfing has gained more international prominence and popularity. Many individuals travel to surf competitions as a form of…

Abstract

Purpose

There has been an increase in surf tourism, as surfing has gained more international prominence and popularity. Many individuals travel to surf competitions as a form of leisure activity and enhance business connections. The purpose of this study is to examine the entrepreneurial intentions of tourists at a surf event by focusing on lifestyle entrepreneurs.

Design/methodology/approach

A case study methodology of the Bells Beach surf contest, Australia, was conducted via semi-structured, in-depth interviews of surf tourists to explore their entrepreneurial behaviour.

Findings

Results reveal that many surf tourists are interested in surfing as a leisure activity but others see the potential business opportunities of the sport.

Originality/value

This study fills a gap in the literature between lifestyle entrepreneurship and surf tourism by highlighting the role of entrepreneurial intentions for developing tourism business activities. Management implications for surf tourism entrepreneurs and tourism bodies are discussed along with suggestions for future research.

Details

Tourism Review, vol. 73 no. 2
Type: Research Article
ISSN: 1660-5373

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…

7094

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

Abstract

Details

Running, Identity and Meaning
Type: Book
ISBN: 978-1-80043-367-0

Article
Publication date: 31 December 2004

Heike Puchan

Participation in extreme sports, sometimes called adventure sports, action sports or even individualistic sports, has vastly increased in the last 20 years. The terms are…

5838

Abstract

Participation in extreme sports, sometimes called adventure sports, action sports or even individualistic sports, has vastly increased in the last 20 years. The terms are still up for debate, only vaguely defined and are often used interchangeably. Both viewing and participation in this young sports phenomenon is on the rise, but the importance of it for the world of sports, media sport and the opportunities for sponsorship are little explored. This paper will examine the emergence of extreme sports and the connected industry, the reasons why people are enthralled by the new phenomenon and the opportunities it poses for communicators.

Details

Journal of Communication Management, vol. 9 no. 2
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 13 April 2018

Teresa Silva Dias, Katerina Novotná, Helder Zimmermann Oliveira, Carlos Azevedo, Nuno Corte-Real, Pavel Slepička and António Manuel Fonseca

The purpose of this paper is to perceive the perspective of Portuguese and Czech’ talented athletes regarding: the main reasons pointed to drop out of sport, putting into…

Abstract

Purpose

The purpose of this paper is to perceive the perspective of Portuguese and Czech’ talented athletes regarding: the main reasons pointed to drop out of sport, putting into analysis motivational factors; the conciliation of School and Sport, and how the organization of schools and sports contexts are articulated in relation to the training and promotion of students, athletes and citizens; and the contributions (positive/negative) of sports to daily life and society.

Design/methodology/approach

This study uses a qualitative approach to interview eight talented athletes from different sports that had to drop out the practice of sport and explores their narratives regarding experiences and the relational dynamics between sports contexts and schools.

Findings

Athletes identify factors that led to drop out: the coach profile or the methodology and dynamics of practicing/training; time consuming; and the impossibility of reconciling sports with school/job. Athletes can identify the sport’s culture, self-development and health being as positive contributions of sports, whereas injuries were referred as the main negative factor of sport. As proposal of changes, athletes referred to the need of a more professional organization of the sport contexts and to more proximity between school policies and sport policies allowing conciliating both.

Research limitations/implications

One limitation that could be pointed to this research is the difference between the Czech and Portuguese socio-cultural and political situation, not only in the concept and organization of sports activities (since scholar years) but also in the general society. This difference could have more visibility when interpreting the data that led to this fact referred above.

Practical implications

It is recommended a more proximity relationship between researchers and the contexts of practice (sport contexts) being that it is important that these contexts should have feedback from the investigations carried out. Only in this way coaches, federations and confederations can be aware of the motivational factors that lead to talented athletes drop out, and make a greater investment in initial formation of the coaches and propose policies that try to establish partnerships with schools or professional contexts which could help the management of athletes’ times outside of sport.

Originality/value

Departing from the athletes’ feelings, concerns and motivations related to sport and the reasons that led to their drop out, we argue for the definition of public policies, in both countries, that promote non-discrimination of young people who wish to maintain a path linked to sports in articulation with other areas of their lives.

Details

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

Keywords

Abstract

Details

Sport Business in Leading Economies
Type: Book
ISBN: 978-1-78743-564-3

Content available
Article
Publication date: 25 March 2022

Kristine Sørensen, Lars Steen Pedersen and Jakob Sander

New models of thinking, organization and governance are needed when health systems are under pressure. Inspired by a recent Danish community project called Your Health…

Abstract

Purpose

New models of thinking, organization and governance are needed when health systems are under pressure. Inspired by a recent Danish community project called Your Health, this paper sheds light on the nexus of health promotion, sport and well-being, and how an increased focus on synergies can improve public health capacity in the future.

Design/methodology/approach

The three areas of interests are presented, and challenges and opportunities are discussed along with the lessons learned from the Danish community project serving as an example of an integrated approach. The project was hosted by a sports club with the aim to enhance the health and well-being of new members, engage volunteers as health motivators and develop new activities in partnership with community organizations.

Findings

The discussion on creating synergies between sport, health promotion and well-being inspired a new model encouraging moving away from silo-thinking towards the sweet-spot where all three perspectives are represented. In this way, public health can be developed to the next level, in particular with regards to actions taking place outside the health sector.

Research limitations/implications

More research is warranted to develop the evidence that can push for a changed policy agenda and showcase the social and economic return on investments.

Practical implications

There is a growing interest to support health and well-being. Capacity building is needed to engage non-health stakeholders actively in the health agenda.

Originality/value

Despite the need for progress, research is still scarce. Thus, it is important to create a new momentum among relevant stakeholders to facilitate the integration of sport, health promotion and well-being to qualify and expand public health capacity, create better health for all and bridge inequity.

Details

International Journal of Health Governance, vol. 27 no. 2
Type: Research Article
ISSN: 2059-4631

Keywords

Article
Publication date: 13 March 2017

Grant Anthony O’Sullivan, Clare Hanlon, Ramon Spaaij and Hans Westerbeek

The activewear industry would benefit from an evidence-based understanding of how activewear is incorporated into women’s lives and their changing participation in…

5127

Abstract

Purpose

The activewear industry would benefit from an evidence-based understanding of how activewear is incorporated into women’s lives and their changing participation in physical activity. Activewear brands may be missing the trend of women moving from organised sport to non-organised and individualised sport and recreation. The purpose of this paper is to explore the degree to which academic and industry research understood patterns and influences on female’s activewear consumption and identified what significant gaps are evident in understanding the drivers and industry trends that pertain to female consumers of activewear.

Design/methodology/approach

The systematic literature review sought academic and industry research papers. Articles were selected if they included female participants; and/or addressed consumer related information; and focussed on active wear. Article findings were thematically analysed.

Findings

Most literature exploring activewear consumption fails to take gender into consideration or explore unique female consumer profiles. Females are bringing activewear into other parts of their wardrobe and place more value on fashion, even for sports attire. Research identified the need for activewear brands to consider lifestyle, emotional and personality elements of consumer behaviour. However a specific focus on women’s branding was absent. Women’s age and generation influenced their activewear consumption. Although some industry reports discussed the shift in use of activewear, no studies explored the impact of the critical shift in women’s physical activity patterns on the activewear industry.

Originality/value

This review identifies the gap in knowledge regarding women’s activewear consumption patterns and needs, and the importance of reflecting the changes in female physical activity participation. It also links marketing and design of women’s activewear to the needs of female consumers based on their actual patterns and trends in physical activity. The findings are relevant to activewear researchers, brands, marketers and producers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Content available
Book part
Publication date: 30 June 2021

Neil Baxter

Abstract

Details

Running, Identity and Meaning
Type: Book
ISBN: 978-1-80043-367-0

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