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Article
Publication date: 29 October 2019

Naser Pourazad, Lara Stocchi and Vipul Pare

The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand…

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Abstract

Purpose

The purpose of this study is to determine if brand passion shapes attitudinal brand loyalty while driving a series of important brand-related outcomes (i.e. brand advocacy, social media following, sense of community, willingness to pay a premium price and alternative devaluation). These aspects are explored for sports apparel brands after considering the perceptions of Iranian consumers.

Design/methodology/approach

This study is based on the analysis of survey data gathered online and face-to-face from a sample of Iranian consumers of sports apparel brands that were analysed using partial least square path modelling.

Findings

The key empirical findings obtained confirm that brand passion underpins attitudinal brand loyalty and several important brand-related outcomes. Furthermore, the findings show that attitudinal brand loyalty explains the impact of brand passion on most of the outcomes considered, except for social media following.

Research limitations/implications

This study advances knowledge of brand passion by illustrating its “power” as a strong nuance of relationships between consumers and brands. In particular, this study highlights the importance of brand passion in shaping attitudinal brand loyalty, as well as a driver of several outcomes of theoretical and managerial relevance.

Practical implications

By establishing strategies aimed at enhancing brand passion, brand managers can increase attitudinal brand loyalty, attain important goals such as brand advocacy, premium price and social media following, as well as the devaluation of competing brands.

Originality/value

This study uses a unidimensional theorisation of brand passion to increase the understanding of its role as predictor of attitudinal brand loyalty and driver of relevant outcomes. It also examines the mediating effect of attitudinal brand loyalty, thus illustrating important conceptual links between brand passion and brand loyalty in the context of sports apparel brands in a growing economy (Iran).

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 30 April 2021

Wonseok (Eric) Jang, Young Jun Kim, Kyungro Chang and Taehee Kim

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

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

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Article
Publication date: 1 April 2011

Yu Kyoum Kim, Galen T Trail, Boyun Woo and James Zhang

The purpose of this research was to develop the Sports Consumer-Team Relationship Quality Scale (SCTRQS). In Study I, content validity was established through a…

Abstract

The purpose of this research was to develop the Sports Consumer-Team Relationship Quality Scale (SCTRQS). In Study I, content validity was established through a comprehensive review of literature and tests of content validity, including expert review. Based on the assessment of psychometric properties, theoretical relevance of the items and parsimoniousness of the scale, items were refined for two following studies. Results indicated that the SCTRQS would be a valid tool for marketers and managers to assess relationship quality with their consumers for marketing strategies, effectiveness of advertising campaigns, sponsorship value and value for stakeholders.

Details

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

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Article
Publication date: 2 September 2021

Ceyda Mumcu and Nancy Lough

Niche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer

Abstract

Purpose

Niche sports such as women's professional sport leagues face many challenges to developing and expanding their fan base. Understanding sport fans, segmenting consumer bases and targeting them effectively can assist in both developing the fan base and competing for investments like sponsorships and media rights. The purpose of this study was to explore consumer segments of the National Pro Fastpitch (NPF), a niche softball league, by identifying demographic and psychographic characteristics of the segments and developing a persona for each segment.

Design/methodology/approach

Data were collected from 3,463 NPF consumers with the assistance of NPF league officials using their social media outlets. A two-step cluster analysis was performed employing both categorical and continuous variables to inform the segmentation, which was followed with chi-squared statistics and two MANOVAs to compare the segments' demographic characteristics, points of attachment (POAs) levels and attendance and viewership of NPF games.

Findings

Three distinct consumer segments with unique demographic, POA and softball participation characteristics were identified. Differences among these segments' consumption of NPF games validated the existence of three distinct consumer segments.

Originality/value

This research is the first to examine consumer behavior in women's softball, and it expands the sport marketing literature through the identification of consumer segments of a niche sport league with a novel cluster analysis. Blending theory and practice by incorporating both demographic and psychographic variables into market segmentation, the research uniquely serves this niche sport and thereby informs improved marketing practice.

Details

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

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Article
Publication date: 12 December 2019

Joshua Wesana, Joachim J. Schouteten, Evi Van Acker, Xavier Gellynck and Hans De Steur

While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile…

Abstract

Purpose

While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands.

Design/methodology/approach

A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied.

Findings

Both the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands.

Research limitations/implications

Insights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures.

Practical implications

Variations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector.

Originality/value

This study is one of the first to examine the customer market of sports nutrition products and brands.

Details

British Food Journal, vol. 122 no. 2
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 April 2013

Yu Kyoum Kim, Galen T Trail and Marshall J Magnusen

In sports consumer behaviour literature only a small amount of variance in attendance is explained bymotives. One possible explanation for this is the existence of a third…

Abstract

In sports consumer behaviour literature only a small amount of variance in attendance is explained by motives. One possible explanation for this is the existence of a third factor which moderates this relationship between the motives and attendance. Individuals who strongly identify with a sports team demonstrate distinctly different behavioural patterns from weakly identified individuals. Identification may, therefore, serve as a moderator. Accordingly, two hypotheses are generated: (a) the relationship between motives and attendance intention ranges from weak to moderate; and (b) the overarching construct of Identification (Team Identification) moderates the influence of motives on attendance intention. Participants were 207 United States of America National Collegiate Athletic Association (NCAA) Division IA student-subjects. Instrumentation includes measures of motivation, points of attachment and attendance intention. Through hierarchical Confirmatory Factor Analysis, regression analyses and latent variable scores approach, the results largely support both hypotheses.

Details

International Journal of Sports Marketing and Sponsorship, vol. 14 no. 3
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 January 2008

Yong Jae Ko, Kyoungtae Kim, Cathryn L Claussen and Tae Hee Kim

This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase…

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2053

Abstract

This study examined theoretical relationships between key variables of sponsorship effectiveness that include sponsor awareness, corporate image and future purchase intention. Involvement in the sport of soccer was also examined as a key consumer variable. Results suggested that favourable purchase intentions were more likely to occur when consumers held a positive image of the sponsoring companies and had a high level of sports involvement; and that consumers' sports involvement positively influenced sponsor awareness, corporate image and purchase intention.

Details

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

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Article
Publication date: 1 January 2015

Claudio M Rocha and Janet S Fink

The purpose of this research was to investigate the effects of patriotism and identification with national players on identification with the NBA and, ultimately, with…

Abstract

The purpose of this research was to investigate the effects of patriotism and identification with national players on identification with the NBA and, ultimately, with purchase intentions of league-related merchandise. Findings revealed that the interaction between patriotism and identification with national players was a significant predictor of identification with NBA, which in turn was a significant predictor of purchase intentions of league-related products. The moderated mediation model fit the data quite well and explained 44.5% of the variance in purchase intentions. Theoretical implications of the findings, as well as practical implications for sports managers, are discussed.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 2
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 October 2008

James Santomier

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a…

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2441

Abstract

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.

Details

International Journal of Sports Marketing and Sponsorship, vol. 10 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 1 December 2021

Halil Erdem Akoglu and Oğuz Özbek

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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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