Search results

The sport consumer experience is becoming an important aspect to sport center’s management. From this point, the purpose of this paper is to explore and examine the relationship between sport centers’ absorptive capacity and sport consumer experience, proposing that internal knowledge management processes act as mediators in this relationship.

The study offers empirical insights by applying the consistent PLS algorithm (PLSc-SEM) in an analysis of data from 156 sport centers in Andalusia (Spain) and a sample of 3,150 sport users from these sport centers.

The results demonstrate that a sport center’s absorptive capacity for external knowledge is crucial for enhancing the sport consumer experience and also that this effect requires additional knowledge management, such as the sport center’s knowledge storage and knowledge application.

The practical implication for sport center managers is that knowledge management processes have a very strong influence on the sport consumer experience, when they are managed in a sequential way.

The main value of this paper is draw conclusions using a study of sport managers and sport consumers to increase value experience of those ones.

This paper seeks to contribute to the internet marketing literature by examining the impact of flow on consumers' satisfaction, aroused feelings, website loyalty and word‐of‐mouth behaviours.

A self‐administered online questionnaire was used for data collection through a market research firm which randomly selected individuals of its online panel. Participants were asked to recall a recent encounter with their preferred professional sport website and refer to that website regarding their answers. Data were gathered from 400 consumers from a variety of professional sporting teams. The variables under investigation in the study were measured using established scales from the marketing literature and adapted to the context of the study.

The results indicate that a compelling online experience related to sporting team websites as represented by flow experiences appears to be a driver of positive aroused feelings, higher satisfaction levels, as well as website loyalty and positive word‐of‐mouth of sport consumers.

The sample of the study is restricted to consumer evaluations from a specific website‐service context being the professional sport sector. The empirical relationships between flow, aroused feelings, consumer satisfaction, website loyalty and word of mouth reported in the study are tentative in the sense that they are based on cross‐sectional data.

The study provides important implications for flow theory development and implications for internet marketing strategy, especially for professional sporting teams.

The paper adds to the literature by investigating the relationship between flow and consequent outcomes of encounters and experiences of sporting team websites. Little research has addressed flow, and its effect on aroused feelings, consumer satisfaction and website‐related loyalty intentions, especially in the domain of professional sport websites.

Based on the limited-capacity model of motivated mediated message processing (LC4MP), this study aims to examine the effects of different camera types on the viewing experiences of sports consumers and their intention to follow social media channels, depending on their level of sports involvement.

The design for this experiment utilized 2 (highly involved vs less involved sports consumers) × 2 (high-tech vs non-high-tech cameras) between-subjects design. Overall, 289 US-based sports consumers participated in this experiment.

The results indicate that sports videos recorded by high-tech cameras lead to greater perceived novelty than those recorded by non-high-tech cameras, thus enhancing sports consumers' intention to follow social media channels, especially when consumers are highly involved with the target sports. However, sports consumers who are less involved with particular sports become distracted during their viewing experiences when high-tech cameras are used to broadcast games; these consumers' intentions to follow social media channels are not strengthened.

Previous studies have focused mainly on the positive effects of high-tech cameras on the viewing experiences of sports consumers. Based on the LC4MP, the authors extend the existing literature not only by examining the mechanism that underpins the positive effects of high-tech cameras, but also by identifying a situation where the use of high-tech cameras results in a negative viewing experience for sports consumers.

This paper explores sports consumer interest in virtual environments (VE) and Web3 activations, specifically how the level of psychological involvement, consumers' generational cohorts and previous experience with VE and Web3 activations influence consumer interest in VE and Web3 products and services related to their favorite sports team.

A survey instrument was developed and distributed online resulting in a sample size of n = 526. The survey was designed to measure consumers' psychological involvement with their favorite sports team based on the Psychological Continuum Model, and to determine respondents' interest in potential VE and Web3 activations. Finally, the survey collected demographical information and data regarding respondents' previous experience with VE and Web3 applications. Multiple regression analysis was subsequently conducted to predict the impact of (1) psychological involvement, (2) consumers' generational cohorts and (3) previous experience with VE and Web3 activations on the dependent variable consumer interest in VE and Web3 activations.

The regression model showed a significant impact of the independent variables on consumer interest in VE and Web3 activations with consumer involvement exerting the highest influence. Consumers' previous experience with VE and Web3 applications also seems to trigger interest, in line with the consumption capital theory. This study also suggests that younger generational cohorts are not intrinsically more attracted to VE and Web3 activations but their interest seems to depend on the type of activation.

This study is intended as a first assessment of independent variables that may have an impact on sports consumer interest in VE and Web3 activations. Further research is needed to assess the impact these variables combined with other indicators may have on consumer interest, for instance by employing a Structural Equation Modelling (SEM) approach. This research included selected VE and Web3 applications comprising online games, NFTs and cryptocurrencies, to calculate a VE and Web3 Literacy Score for the purpose of this paper. However, the “umbrella term Web3” (Wang et al., 2022) could indicate a number of additional applications not considered in this research. Future studies could examine sports consumer experience with additional Web3 activations when assessing VE and Web3 Literacy.

The results of this research imply the need for a diversification of the VE and Web3 portfolio offered by sports teams to cater to different consumer segments. Upcoming challenges for sports teams include motivating younger consumers to take an interest in Web3 activations beyond gaming. Additionally, sports teams should encourage loyal supporters in the advanced stages of the PCM who possess limited VE and Web3 experience, to engage in VE and Web3 activations through simplified offers complementing their overall fan experience.

VE and Web3 activations currently offered by sports teams are still in their early stages and data underpinning their success is scarce. This is the first study examining variables that may influence consumer interest in a sports context.

Adopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.

This article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.

The results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.

The findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.

It reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

This research conceptualises the hallmark event, Melbourne Cup in Australia, as a major sporting brand experience. While numerous studies have explored consumer engagement and experiences in major sporting events, few research studies highlight the negative issues, such as alcoholism, gambling and violence, that may affect consumer engagement and experience. This article addresses the challenges and opportunities of providing immersive and transformative experiences through transformative service research (TSR) approaches when such negative issues are swirling around.

The paper is conceptual. It uses the example of Melbourne Cup to illuminate aspects of the conceptual framework.

The article unpacks a myriad of positive and negative immersive brand experiences and contributes a conceptual framework to understand the sporting brand experience phenomenon and shows how authentically responsible marketing approaches can improve the sport spectator experience.

Insights from the extended TSR framework presents implications for various organisations that are involved with strategic destination marketing approaches. It guides key stakeholders to engage in dialogue and collaborate in order to improve the attendee transformative experience. Inviting collaborators will facilitate the exchange of ideas that will improve event organisation. Consistent approaches among hospitality service providers would improve alcohol service and create a safe environment for attendees. The TSR framework guides players of the experience to engage in meaningful dialogue with a common goal to improve consumer wellbeing. Education and training therefore are key elements in the consumer sporting brand experience.

The adapted TSR framework offers insights to destination marketers such as sporting agencies, tour operators and sporting organisations/clubs. Marketers may promote bigger sporting events and organise tours via travel agencies and ignore key elements that may influence attendee decision. Destination marketing organisations (DMOs) can use the framework to promote effective planning and the key initiatives that the iconic event is involved with. The framework can be used as a guide to manage similar international events. Events of major or mega size and international reputation need specific frameworks that address crowd behaviours of similar sizes.

An extended transformative service approach is being conceptualised for major sporting brand experiences. Practical implications are also highlighted for DMOs when raising the profile of city brands.

Building on existing sport licensing research from the North American market, the primary goal of this study was to explore meanings embedded in sport licensed products in the Greek sport market. The secondary goal was to examine the extent to which product meanings can predict favorable sport consumer behaviors.

Data were collected from football and basketball fans of the two biggest professional sport clubs in Greece. A total of 255 Greek fans completed the surveys. Data were analyzed using exploratory and confirmatory factor analysis and structural equation modeling.

The findings uncovered a 14-item solution to capture the meanings attached to sport licensed products in the Greek market, including four factors-sources: experience, socialization, aesthetics and locality. Meanings related to aesthetics and experience significantly and positively predicted customer satisfaction, word-of-mouth communication, purchase intention and willingness to pay a price premium for licensed products of one's favorite team.

From a practical standpoint, this study shows that sport licensed products need to be positioned in the market based on their aesthetic quality. Also, communication plans that associate these products with opportunities for unique experiences, relationships with other fans and a connection to one's local community can drive sales, especially in less developed sport markets such as Greece.

This research contributes to existing literature by highlighting the prominent role of the aesthetic appeal of team licensed products as well as the experience of sport consumers as sources of meaning and value for the owners of those products.

Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity index seeks to capture the consumer's extended experience with sport (rugby) and considers the relationship of this overall experience to sponsorship-related outcomes of interest. Initial development of the index, based on a convenience sample of 108 people visiting a sports centre, shows promise.

The purpose of this paper is to better understand how consumers perceive and process danger in American football and why they continue to enjoy watching the sport given society’s increased understanding of the danger to the athletes.

Two studies, one lab study with eye-tracking (N = 152) and one survey study (N = 444), were conducted. Study 1 examines how the perception of danger associated with football mediates the relationship between exposure to violent or nonviolent video clips and enjoyment of watching video clips. Study 2 examines how device type and screen resolution influence perceptions of danger associated with football.

Findings support the role that perceived danger plays in sport viewing enjoyment. The results are in keeping with reversal theory where individuals have a protective frame that allows them to experience negative emotions (e.g. anxiety) as positive (e.g. excitement). The research also shows that for larger devices, the perception of danger associated with football is significantly influenced by high resolution.

The work, through considering the way consumers experience sport, questions societal tolerance for entertainment that is dangerous to sport participants.

The findings of this work corroborate past research that has found that consumers of sport do enjoy danger for athletes in their viewing experience. Reversal theory is utilized to explain how negative emotions are experienced as positive. The work extends past findings by showing that the characteristics of the device used (large size and high resolution) during sport viewing influence perceptions of danger.

Business models describe how value is delivered to customers/consumers. When considering sport tourism, the focus on delivering value shifts to the sport experiences being offered in a destination. The purpose of this paper is to fulfil a void that links concept of business models to the area of sport tourism management by integrating notions of experience.

To merge these areas, a review of literature identifies key approaches and missing links. This paper determines research gaps to propose a new holistic research agenda for sport services – specifically relevant to sport tourism.

This paper addresses types of sport experiences, economic dimensions of experiences and business models to determine capabilities of delivering different types of experiences. These inter-related fields of analysis represent a platform for both academic and business stakeholders to shape the future of delivering sport tourism experiences based on seeking a wider range of motivations in a specific spatial and activity context.

A series of research questions and proposals are identified to support the need for future research. Extending understandings of experience in relation to consumer demand has the potential to result in practical elements of sought after experiences being incorporated into business models – aimed at delivering service value.