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Article
Publication date: 2 February 2021

Meungguk Park, Taeho Yoh and David J. Shonk

Understanding factors that enhance participants' satisfaction has become critical to developing effective donor retention strategies for charity sport events (CSEs)…

Abstract

Purpose

Understanding factors that enhance participants' satisfaction has become critical to developing effective donor retention strategies for charity sport events (CSEs). However, there is a lack of empirical research on participants' satisfaction with CSEs. The purpose of this study is to examine the antecedents and consequences of satisfaction among CSE participants and to empirically test the relationships between the proposed constructs.

Design/methodology/approach

Data were collected from 238 participants from four Relay For Life (RFL) events organized by the American Cancer Society, North Central Region in the USA. Confirmatory factor analysis and structural equation modeling were conducted to analyze the measurement model and the structural model.

Findings

The results of the structural model indicated that perceived prosocial impact, sense of community and trust in CSE had significant positive effects on CSE satisfaction, while venue quality, knowledge attainment and entertainment value did not positively influence CSE satisfaction. CSE satisfaction had a positive direct effect on participant loyalty to CSE, which had a significant contribution to future participant intent.

Practical implications

The findings of this study provide CSE directors and marketers with valuable insights into the process of how to build long-term relationships with participants by identifying factors that influence participants' satisfaction and its consequences.

Originality/value

By measuring the mediating role of CSE satisfaction, this study provides a deeper understanding of the causal pathways from the antecedents to participant loyalty through CSE satisfaction.

Details

International Journal of Event and Festival Management, vol. 12 no. 2
Type: Research Article
ISSN: 1758-2954

Keywords

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Article
Publication date: 1 January 2006

Taeho Yoh, Paul Pedersen and Meungguk Park

This study examined the information sources that golfers used to purchase golf clubs. Three personal references (family, friends and salespeople) and five non-personal…

Abstract

This study examined the information sources that golfers used to purchase golf clubs. Three personal references (family, friends and salespeople) and five non-personal references (television, newspaper, magazine, product catalogue and the internet) were examined from a total of 626 randomly selected golfers in the US. Approximately 85% of the golfers stated that their primary information sources for purchasing golf clubs were personal references. The results suggest that a marketing strategy should place more emphasis on personal sources than non-personal sources.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 1 August 2016

Meungguk Park, Brian A. Turner, Donna L. Pastore, Morgan Chitiyo and Taeho Yoh

The purpose of this paper is to explore the cognitive processes that the study subjects experienced when exposed to different types of public service advertisements about…

Abstract

Purpose

The purpose of this paper is to explore the cognitive processes that the study subjects experienced when exposed to different types of public service advertisements about Special Olympics.

Design/methodology/approach

A total of 529 cognitive responses from 141 college students were analyzed using the content analysis method.

Findings

The results of the frequency count of cognitive responses indicated that low-empathy (LE) subjects engaged in extensive cognitive efforts to process the information as much as high-empathy (HE) subjects. Additionally, the content analysis of the qualitative data showed that the two most frequently cited categories of positive thoughts for HE subjects were good cause/importance of Special Olympics and positive feeling related to volunteering for Special Olympics. For LE subjects, the most frequently identified category in positive thoughts was altruist/moral responsibility, followed by volunteer intention and positive feeling related to volunteering for Special Olympics.

Originality/value

The paper provides valuable information on cognitive responses to public service advertising messages.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

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