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The purpose of this paper is to study the effects of sports sponsorship on brand equity using two managerially related outcomes: price premium and market share.

This study uses a best–worst discrete choice experiment (BWDCE) and compares the outcome with that of the purchase intention scale, an established probabilistic measure of purchase intention. The total sample consists of 409 fans of three soccer teams sponsored by three different competing brands: Nike, Adidas and Puma.

With sports sponsorship, fans were willing to pay more for the sponsor’s product, with the sponsoring brand obtaining the highest market share. Prominent brands generally performed better than less prominent brands. The best–worst scaling method was also 35% more accurate in predicting brand choice than a purchase intention scale.

Future research could use the same method to study other types of sponsors, such as title sponsors or other product categories.

Sponsorship managers can use this methodology to assess the return on investment in sponsorship engagement.

Prior sponsorship studies on brand equity tend to ignore market share or fans’ willingness to pay a price premium for a sponsor’s goods and services. However, these two measures are crucial in assessing the effectiveness of sponsorship. This study demonstrates how to conduct such an assessment using the BWDCE method. It provides a clearer picture of sponsorship in terms of its economic value, which is more managerially useful.

The purpose of this paper is to analyse the metaverse platform in a social context to better understand the future of this tool in tourism cities and how this can help to improve the well-being of residents in both digital and physical scenarios.

In this paper, the current and probable developments in the metaverse, and its use in tourism cities and companies have been investigated. Moreover, this study develops, collects and examines the main metaverse definitions by expert authors and organizations as a methodology to ensure the transparency and credibility of the metaverse analysis.

Findings suggest that the fusion of the metaverse and tourism cities must create residents’ services and experiences in the new MetaTourPolis to help interact and connect citizens with the city’s institutions and companies, as well as make tourism cities more attractive, innovative, environmentally friendly and healthier places to live. Metaverse will bring new changes for residents and tourists, in fact, this virtual platform is already changing and improving the residents’ quality of life and people with disabilities in tourism cities. For instance, the metaverse platform has been implemented in Seoul, Santa Monica and Dubai MetaTourPolis to interact with their residents, including people with disabilities, to resolve bureaucratic and administrative problems, avoiding this group and the rest of the residents travelling by bus or car to the city’s institutions. In addition, several metaverse applications based on softbot tutors or metaverse virtual social centres have been developed to improve blind and impaired people, and elderly people’ quality of life, respectively.

A new concept called “MetaTourPolis” has been included to stage the relationship between tourism cities and the metaverse platform, where the fusion of metaverse and the new tourism polis of the 21st century will be at the service of citizens, tourists and companies, to create more sustainable, efficient, quantitative and environmental tourism cities.

The study aims to elaborate the author’s basic viewpoints on how economics should view the Internet from four aspects.

This paper reviews the existing literature on this topic, and summarizes key findings and conclusions of these researches.

The findings include four major contradictions in economics brought by the Internet, and 12 new changes in economics that needs to be addressed.

This paper provides a clear summary of existing studies on economics’ views of the internet and a prospect for future internet economy research.

The purpose of this paper is to characterize distracted driving by quantifying the response time and response intensity to an emergency stop using the driver’s physiological states.

Field tests with 17 participants were conducted in the connected and automated vehicle test field. All participants were required to prioritize their primary driving tasks while a secondary nondriving task was asked to be executed. Demographic data, vehicle trajectory data and various physiological data were recorded through a biosignalsplux signal data acquisition toolkit, such as electrocardiograph for heart rate, electromyography for muscle strength, electrodermal activity for skin conductance and force-sensing resistor for braking pressure.

This study quantified the psychophysiological responses of the driver who returns to the primary driving task from the secondary nondriving task when an emergency occurs. The results provided a prototype analysis of the time required for making a decision in the context of advanced driver assistance systems or for rebuilding the situational awareness in future automated vehicles when a driver’s take-over maneuver is needed.

The hypothesis is that the secondary task will result in a higher mental workload and a prolonged reaction time. Therefore, the driver states in distracted driving are significantly different than in regular driving, the physiological signal improves measuring the brake response time and distraction levels and brake intensity can be expressed as functions of driver demographics. To the best of the authors’ knowledge, this is the first study using psychophysiological measures to quantify a driver’s response to an emergency stop during distracted driving.

The purpose of the current study is to profile Orlando and Florida culinary fans and compare them to culinary critics on several factors, including sociodemographics, psychographics, and travel behavior characteristics, and to identify potential factors that explain visitors' tendency to promote or criticize the cuisine of a destination. The study also seeks to identify the image attributes that explain the likelihood to visit for culinary fans and critics.

Online survey responses from 4,082 participants were analyzed using Qualtrics for survey design and Amazon's Mechanical Turk for data collection.

Demographic differences between culinary fans and critics were identified and significant relationships between perceptions of a destination's cuisine and various elements of the visitor experience were found.

The current study extends the literature on the characteristics of culinary tourists by showing a significant relationship between perceptions of a destination's cuisine and various elements of the visitor experience, such as destination image, satisfaction, number of past trips, and revisit intentions. Future studies should look at a greater number of distinct and geographically diverse destinations to test the generalizability of the current study's findings.

The results of this study provide implication for destination marketers in general and for those of Orlando and Florida in particular, especially in using cuisine as a potential core offering rather than a peripheral tourism product.

This study is believed to be the first to compare culinary fans and culinary critics, thereby extending the literature and demonstrating several differences between the two groups.

The study aims to investigate the impact of technological innovation, such as blockchain, in the music field from a value co-creation perspective, highlighting how it is determining a radical change in the business model and value creation process.

To shed light on how blockchain adoption is reconfiguring the music industry, the authors adopted a qualitative-based approach based on a case study, allowing us to investigate value co-creation at three levels (macro, meso and micro) through exchange and integration of multi-actor resources.

The authors found that blockchain adoption in the music industry can singularly shape the business model, representing a powerful tool to enhance inter-organizational cooperation in value creation. It effectively deals with operational and business issues, besides financial transactions, profoundly impacting both the creation and distribution of value within the supply chain.

The research contributes to a better understanding of innovation adoption in a specific setting, the music industry, giving support and guidance for players working in this ecosystem. The blockchain-music link helps close the gap between music and society through technology, thus providing a foundation for future research.

The paper provides new insights into the antecedents and mechanisms of value co-creation, spanning macro-, meso-, and micro-levels of context. It also illustrates the factors underpinning Bitsong viability to embed the value co-creation perspective in designing the business model within a value network.

Supporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans regarding drivers of team identification.

A multigroup structural equation model was employed. The data were collected through an online survey with 1,285 sports fans.

Team distinctiveness constitutes an important aspect fueling identification for all fans, whereas congruence between own and team personality is important for local and displaced fans only. Team prestige does not impact identification for either group.

To build up a base of highly identified supporters, clubs should emphasize those aspects of team brands that fans consider distinctive. When targeting local fans, clubs should also focus on communicating the brand's unique personality aspects.

This is the first study that assesses the potential differences behind fans' social identification with local and distant teams.

The study investigates the relationship between hospital environmental factors and the well-being of geriatric in-patients. It aims to identify the impact of architectural design on comfort, safety, privacy and stress levels experienced by elderly patients during their hospital stays.

Employing a mixed-methods approach, the research assesses the experiences of 100 geriatric in-patients across various hospital types through surveys, observational checklists and state anxiety measurements. The methodology involves examining architectural features, patient perceptions and correlations among environmental variables and patient experiences. Statistical analyses, including correlations and chi-square tests, were employed to discern associations between environmental variables and patient experiences.

The research identified key architectural features significantly impacting geriatric patients' experiences. Factors such as sturdy beds, furniture quantity, lighting conditions, proximity to facilities and ward occupancy levels were found to influence spatial, sensory and social comfort. Notably, proximity to facilities and control over the immediate environment were crucial for self-control and safety perceptions. Privacy, highly valued by patients, correlated with the presence of curtains and ward occupancy. Moreover, patient stress levels exhibited correlations with autonomy, privacy and ward occupancy.

This research offers significant insights into the criticality of specific architectural elements in enhancing comfort and reducing stress for geriatric in-patients. These findings hold substantial value for healthcare facility design, emphasizing the need to prioritize certain design aspects to promote the well-being of elderly patients during hospitalization.

The paper aims to compare two general team identification processes of consumers’ in-group-favor and out-group-animosity responses to sports sponsorship.

The paper draws on two studies and four samples of professional baseball fans in Taiwan (N = 1,294). In Study 1, data from the fans of three teams were analyzed by using multi-group structural equation modeling to account for team effects and to consider parallel in-group-favor and out-group-animosity processes. In Study 2, the fans of one team were sampled and randomly assigned to assess the sponsors of one of three specific competitor teams to account for differences in team competition and rivalry. In both studies, these two processes were compared using patterns of significant relationships and differences in the indirect identification-attitude-outcome relationships.

Positive outcomes of in-group-favor processes were broader in scope and were more pronounced in absolute magnitude than the negative outcomes of out-group-animosity processes across all outcomes and studies.

The research was conducted in one country and considered the sponsorship of one sport. It is possible that the results could differ for leagues within different countries, more global leagues and different fan bases.

The results suggest that managers should carefully consider whether the negative out-group-animosity outcomes are actually present, broad enough or strong enough to warrant costly or compromising intervention, because they might not always be present or meaningful.

The paper demonstrates the comparatively greater breadth and strength of in-group-favor processes when compared directly to out-group-animosity processes.

This study aims to examine and compare the influence of the disposition to engage in engagement behaviors on physical and virtual engagement platforms, as well as the influence of these engagement behaviors on brand loyalty, value-in-use and word-of-mouth.

Data were collected using a survey distributed to a random sample of 10,000 fans of five teams in the Swedish top-division of elite football. An exploratory factor analysis was performed to derive a distinction between prevalent platforms, scales were validated through a confirmatory factor analysis and structural equation modeling was used to test the research model.

Customer disposition to engage with the sports team had a significant influence on customer engagement behaviors on both physical and virtual engagement platforms. However, engagement behaviors on virtual platforms were found to be more important than engagement behaviors on physical platforms for fostering brand loyalty and value-in-use.

The results highlight the importance of engagement behaviors with a brand on virtual engagement platforms. Thus, brand managers should prioritize their presence on social media to generate the positive outcomes of customer engagement behaviors.

By examining the effects of customer engagement behaviors on both physical and virtual engagement platforms, this study provides new insights to the emerging customer engagement literature.