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1 – 10 of over 2000
Article
Publication date: 3 March 2023

Yohan Lee, Alan Morse, Moonsup Hyun, Stephen L. Shapiro and Joris Drayer

Pricing studies have largely focused on sellers' pricing strategies and price determinants. To expand earlier work on sellers' pricing decisions, this study considers time as a…

Abstract

Purpose

Pricing studies have largely focused on sellers' pricing strategies and price determinants. To expand earlier work on sellers' pricing decisions, this study considers time as a major factor driving sellers' ticket prices in the secondary market. Specifically, because most secondary market transactions occur in the last moments before a game, this study considers how resellers adjust ticket prices within a few days prior to a game day including an actual game day.

Design/methodology/approach

To examine the impact of time on secondary market ticket prices for Major League Baseball (MLB), ticket prices were collected from StubHub (one of the largest secondary ticket markets) four times per game: from 3 days to 1 day prior to a game day and on the actual game day. Additionally, 10 control variables were obtained from previous research on price determinants (N = 19,155). A multiple regression model was created based on the extant literature regarding secondary market ticket prices.

Findings

Results indicate the number of days before a game negatively influenced ticket prices: resellers decreased ticket prices consistently during the last few days prior to a game's first inning. Specifically, secondary market ticket prices decreased relatively dramatically on an actual game day. Time had no significant effects on ticket prices 2 days prior to a game day. In addition to the role of time, league affiliation and the number of all-star players were identified as key price determinants in the secondary market. Moreover, changes in weather forecasts and the home team starting pitcher's ERA played significant roles in price changes.

Research limitations/implications

Despite containing a relatively high number of data observations compared with prior pricing studies, this study's findings were limited to certain teams. Additionally, as only MLB secondary market ticket pricing was considered, different outcomes and implications may apply in other major sport ticket markets (e.g. NBA, NFL, NHL and MLS) featuring distinct league structures, policies and demand.

Practical implications

This study offers practical guidance for sellers' pricing decisions. Most secondary ticket market sellers lowered their ticket prices relatively dramatically on an actual game day. Reducing ticket prices prior to a game day can lead to greater chances to avoid unsold tickets that compromise revenue management. This study's results also afford professional sport organizations and secondary ticket market consumers a clearer understanding of the factors resellers consider when setting ticket prices.

Originality/value

Although previous studies have uncovered essential elements influencing ticket prices and consumer demand in the secondary ticket market, little work has examined how time affects sellers' pricing decisions within a few days prior to a game day. Little is known about the elements that significantly influence sellers’ decisions to adjust (i.e. increase or decrease) ticket prices in the secondary market as well. This topic deserves ongoing attention, as new outcomes can supplement previous studies' findings due to changing market environments.

Details

Sport, Business and Management: An International Journal, vol. 13 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 1 April 2011

Joris Drayer

Many sports properties have had great success entering into sponsorship deals with secondary ticketing companies. However, additional benefits are possible with a reshaping of the…

300

Abstract

Many sports properties have had great success entering into sponsorship deals with secondary ticketing companies. However, additional benefits are possible with a reshaping of the structure of primary and secondary ticketing markets. Specifically, fully integrating both primary and secondary markets can help sports properties reduce ticket fraud, monitor fan behaviour, significantly increase revenue in both markets and improve the overall fan experience. This paper details each of these benefits and provides suggestions for programme development and administration.

Details

International Journal of Sports Marketing and Sponsorship, vol. 12 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 10 October 2023

Ali B. Mondt, Yohan Lee, Stephen L. Shapiro and Alan Morse

This study aims to examine how the partnership between StubHub and MLB affected consumers' perceptions of StubHub. The case of StubHub and MLB was selected based on their…

Abstract

Purpose

This study aims to examine how the partnership between StubHub and MLB affected consumers' perceptions of StubHub. The case of StubHub and MLB was selected based on their partnership history and the reputation of StubHub.

Design/methodology/approach

A Qualtrics survey panel was used to collect the survey data. Structural equation modeling was used to analyze the relationships between sponsor congruence, brand equity and purchase intention.

Findings

Sponsor congruence plays a significant role in consumers' perceived quality of StubHub. Additionally, brand equity significantly influenced purchase intention. More specifically, brand loyalty was the strongest indicator of intent to purchase tickets from StubHub. Brand loyalty and perceived quality indirectly affected the relationship between sponsor congruence and consumers' purchase intentions of StubHub.

Originality/value

Sponsor congruence between secondary ticket markets and sport leagues can provide a competitive advantage, helping create revenue generation and leverage for partnerships. Perceived quality can help facilitate this relationship and increase revenue generation.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 5
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 28 July 2023

Moonsup Hyun and Brian P. Soebbing

Scholars note there are limited studies analyzing ticket price determinants. Using the common seat approach, the authors sought to advance this line of research by analyzing…

Abstract

Purpose

Scholars note there are limited studies analyzing ticket price determinants. Using the common seat approach, the authors sought to advance this line of research by analyzing determinants of National Basketball Association (NBA) ticket prices in the secondary ticket market. The authors’ research seeks to ask two questions. The first is how ticket prices in the secondary market are associated with common determinants of consumer demand. The second question is what impact the COVID-19 pandemic has on ticket prices in the secondary market.

Design/methodology/approach

Ticket prices of NBA regular season games in the 2021–2022 season were collected a week before the game day from Ticketmaster.com. A regression model was estimated with a group of independent variables: income, population, consumer preference, quality of viewing, quality of contest and pandemic (the number of COVID-19 cases).

Findings

Results indicate income, population, consumer preferences (e.g. team quality and star players) and quality of viewing (e.g. arena age and weekend) impact prices. Further, the number of COVID-19 cases did reduce the ticket price.

Originality/value

The present study illuminates the theoretical significance of analyzing ticket prices as a proxy of demand in professional sport, while providing practical implications regarding the potential opportunity to increase revenue.

Details

Sport, Business and Management: An International Journal, vol. 13 no. 4
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 1 October 2014

Taesoo Ahn, Young Ik Suh, Jin Kyun Lee and Paul M Pedersen

The purpose of this study was to examine purchasing intentions in online sports ticketing websites. Based on previous research related to business-to-consumer (B2C) e-commerce…

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Abstract

The purpose of this study was to examine purchasing intentions in online sports ticketing websites. Based on previous research related to business-to-consumer (B2C) e-commerce, this study developed a conceptual model to test the effect of perceived risk, trust and the Technology Acceptance Model (TAM) on purchase intentions in online secondary ticket websites. College students (N = 251) from the northeastern region of the United States were chosen as the sample. Structural Equation Modeling (SEM) was used to investigate the proposed relationships among four major components (i.e. perceived risk, trust, TAM and behavioural intention). The results showed that there were positive effects of key TAM constructs (i.e. perceived usefulness and ease of use) and trust on purchasing intention, but perceived risk was not a significant indicator of purchase intention.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 10 July 2017

Khalid Ballouli, Jason Reese and Brandon Brown

Although current literature offers support for understanding sport consumer behavior from psychological and sociological perspectives, there is a lack of research that examines…

Abstract

Purpose

Although current literature offers support for understanding sport consumer behavior from psychological and sociological perspectives, there is a lack of research that examines the effect of one’s emotional response to team outcomes on subsequent economic decisions. The purpose of this paper is to bridge this gap by studying how emotional responses to sport events moderate a typical endowment bias in the secondary ticket market.

Design/methodology/approach

This research comprised a 3×2×2 between-participants design with emotional state (positive, negative, and neutral), role (seller, buyer), and fan identification (high, low) as the three factors. Prospect theory and social identity theory guided hypothesis development whereby it was proposed that, depending on the affective response of study participants to positive, negative, or neutral publicity concerning the team, team identification would impact the transaction function (buyers vs sellers) on price values for tickets to a future event.

Findings

Findings revealed an interaction effect of emotions and team identification on the endowment effect to the extent that bargaining gaps between sellers and buyers increased or decreased depending on mood states and levels of identification with the team.

Originality/value

This study adds to the literature on emotions and the key role they play in effecting pricing decisions and consumer behavior, especially given fan identification is such a significant area of study with numerous implications for sport business and management.

Details

Sport, Business and Management: An International Journal, vol. 7 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

Article
Publication date: 29 October 2019

Alessandro Moretti

The purpose of this paper is to argue that the use of legally and ethically dubious methods in ethnography can sometimes be justified in the pursuit of new knowledge. The paper…

Abstract

Purpose

The purpose of this paper is to argue that the use of legally and ethically dubious methods in ethnography can sometimes be justified in the pursuit of new knowledge. The paper offers reflections on the risks that participatory methods of enquiry can bring upon both researcher and research participants, particularly in terms of the physical and reputational risks that researchers must face when adopting ethnographic methods in unwelcoming research environments.

Design/methodology/approach

Ethnographic methods, specifically participant observation (PO), were adopted to penetrate a gang of criminal ticket touts in the UK through a gatekeeper who provided access to knowledge and experience.

Findings

Pushing the legal and ethical boundaries of research is not only justifiable, but sometimes necessary in the discovery of new, socially valuable and otherwise unobtainable knowledge. Ethnographic research and PO are the only methods through which it is possible to gauge an understanding and appreciation, and thus present a valid depiction, of deviant and hard to access groups. As such, the use of these methods can sometimes be justified, within certain parameters.

Originality/value

This research adopts ethnographic methods in the under-researched and topical area of black market ticket touting in the UK. Ethnography alone, through an “internal” understanding of the participants’ viewpoints, can reveal that much of what is discussed in the media and in Parliament is inaccurate. The paper builds on the existing literature on touting and on conducting illegal research, and offers reflections on why these methods can sometimes be justified.

Details

Journal of Organizational Ethnography, vol. 9 no. 1
Type: Research Article
ISSN: 2046-6749

Keywords

Article
Publication date: 1 January 2008

David C Wyld

This article examines the applications of RFID technology in the world of sport. It provides the reader with an overview of RFID and its uses in business. The article looks at how…

Abstract

This article examines the applications of RFID technology in the world of sport. It provides the reader with an overview of RFID and its uses in business. The article looks at how RFID can be employed in the games themselves, in sports venues and in sports memorabilia as a means of enhancing the value, enjoyment and security of sports. The author concludes by discussing the importance of this technology for sports marketing and research.

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 28 August 2023

Heath McDonald, Steven Dunn, Dominik Schreyer and Byron Sharp

The purpose is to review literature on sports season ticket subscriptions to distil current knowledge and guide future research and practice.

Abstract

Purpose

The purpose is to review literature on sports season ticket subscriptions to distil current knowledge and guide future research and practice.

Design/methodology/approach

A systematic literature review is conducted of research on sports season tickets, a long-established and innovative subscription category.

Findings

In-depth examination of 28 papers showed a focus on drivers of satisfaction, churn and renewal causes, and product utilisation rates. Subscription markets typically involve many “solely loyal” consumers, most purchasing one or two subscriptions in a category. From reduced barriers to entry and exit to “curated” subscriptions, subscription marketing is changing very quickly. Sports marketers build relationships with subscribers using behavioural data, tier benefits to distinguish between casual and subscribing customers, and create recall and scarcity around key aspects of subscription to combat churn and increase utilisation.

Research limitations/implications

Scarce research on subscription marketing practices remains the primary limitation. Existing research suggests that strong connections between subscriber and organisation, heavy product utilisation and/or strong barriers to switching drive customer satisfaction and retention.

Practical implications

Rapid expansion of subscription products should reduce “excess loyalty”, meaning that subscription models' main benefit will be limited to reoccurring revenue. Exceptions occur when consumers are heavily connected to the product or have little provider choice, so allocate their category buying exclusively. New subscription products face myriad challenges. Guidance on effective subscription marketing from sports marketing research and practice is outlined.

Originality/value

By combining research on market structure, marketing empirical generalisations and subscription marketing, this paper guides future research and practice.

Details

Journal of Service Management, vol. 35 no. 1
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 19 July 2022

Diego Gutierrez, James J. Zboja, Kristie Briggs and Kathleen M. Sheehan

The primary purpose of this study is to examine how fan attendance at team special events and player appearances impact fan consumption (as measured by merchandise sales)…

Abstract

Purpose

The primary purpose of this study is to examine how fan attendance at team special events and player appearances impact fan consumption (as measured by merchandise sales). Insights obtained could shed light on opportunities for professional soccer teams to expand revenues through enhanced fan consumption of goods and services.

Design/methodology/approach

A sample of 499 season ticket holders were used to assess fan consumption by measuring merchandise sales. Ordinary least squares (OLS) regressions were run for merchandise sales as the dependent variable of fan consumption. The control variables were age, gender (male = 1, 0 otherwise), and whether an individual has children.

Findings

The key independent variables of attending special events and fan–player bonding were both found to have a statistically significant impact on merchandise sales. Results show that each additional special event attended generates up to $33.71 in merchandise sales for the club. Similarly, each fan–player bonding experience attended also has a direct impact, increasing merchandise consumption by $23.00.

Social implications

The results of this study provide insights that can help fan consumption grow within the professional United States soccer industry and better allow team managers to make decisions about the possible benefits of holding more special events and fan–player bonding experiences. The findings also confirm the impact personal relationships with fans can have on the bottom line of sport franchises.

Originality/value

Though this study adds to the body of literature by expanding previous work on fan consumption, there are limited studies on the social aspects of consumption which are examined and analyzed within this study, particularly of note is the study of merchandise sales as proxy for fan consumption.

Details

Sport, Business and Management: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

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