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Although literature exists that profiles the effects of technology on sport, there has been little exploration into the specific effects of media technologies. This case study contributes to the existing literature on the convergence of technology and sport by examining which of five key media technologies will have the greatest impact upon the televised ice hockey product. The results demonstrate the importance of forecasting media technology in sport.

This paper explores the relationship power, appropriateness in relationship management and the commercial outcomes in buyer and suppler exchange by analyzing the recent history of the involvement of BSkyB in particular, and television companies in general, in the English football supply chain network. The paper describes the major players in the chain and where and how value flows commercially between the major protagonists in the network. The paper shows that although the Premiership football clubs have received an enormous increase in revenue over the last ten years this has not been translated into higher (or in some cases any profits). This is because the club's ability to leverage their customers is not capable of being used against their key suppliers – the players. It is the players (or at least those perceived to be the most talented and saleable) who have been appropriating the major share of value in this supply chain network.

Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands. Regression analysis indicates that the above variables are significant predictors of ability to recall sponsor brands, combining to explain 33% of observed variance.

Existing studies suggest the importance of research related to values and goals and their impacts on consumer involvement. However, cross-cultural examination of values and goals in the context of sport is scarce. To broaden our understanding of the cultural impact of values and goals on sport involvement, the purpose of this paper is to compare perspectives between Easterners (Chinese) and Westerners (Americans).

This exploratory research utilized both online and written surveys to collect two convenience samples from 281 American and 636 Chinese participants. Analysis included descriptive statistics, correlations, and regression analyses.

Results indicated both populations perceived values and goals differently; Chinese responded less favorably to values and goals than American counterparts. Values and goals predicted cognitive and behavioral sport involvement with variance in each population. Results generally supported a large cultural variation between the cultures. Lastly, similarities and differences in the perceived importance of values and goals and their subsequent impacts on cognitive and behavioral sport involvement suggest a need for a unique managerial approach when American businesses enter new cultural boundaries like China.

This research is significant because studies exploring values and goals and their influences on sport consumption at the cross-cultural level are still limited in sport literature. Furthermore, an empirical examination of the impact of values and goals on sport consumers across cultures will help increase generalizability of the findings to sport literature.

The purpose of this paper is to modify and extend the Sport Video Game Motivation Scale (SVGMS).

The original scale included seven factors (Competition, Diversion, Enjoyment, Fantasy, Interest with Sport, Social Interaction, and Sport Knowledge Application) with a total of 20 items. Initial modification and revision were conducted through a review of literature, adoption of pertinent theories, and a test of content validity by a panel of experts and a sample of sport video game (SVG) players. The scale was modified with additional items and three additional motivation factors, resulting in ten factors with 34 items. The revised SVGMS was administered to gamers (n=232) who played two popular SVGs.

In total, eight factors were determined in a confirmatory factor analysis (Competition, Diversion, Enjoyment, Fantasy, Social Interaction, Sport Interest, Sport Knowledge Application, and Team Identification).

Overall, the modified SVGMS showed good validity and reliability, providing good measurement evidence for the scale to be adopted for future investigations of motivations associated with sport video gamers.

A recent body of research in crisis communications suggests that risk awareness and negative affect concerning a risk may be separate psychological constructs. These constructs may have independent and combined implications for crisis communication practitioners, in terms of message placement and audience responses. Making affected audiences aware of the nature of a risk, and coupling this awareness with an appropriate degree of negative affect, may be critical in motivating individuals to take action to protect themselves. The purpose of this paper is to discuss the above issues.

In order to explore the best outlets for inducing risk awareness and appropriate levels of negative affect, an experimental study explored the influence of print, video, and combined messages on these factors. The experiment also examined whether or not order of presentation of print and video messages would be relevant.

The findings indicate that the use of organization-produced messages placed in print media may reduce negative affect, while the order of presentation in multimedia approaches may have little effect on either construct. The findings are discussed in terms of their implications for those crafting public messages concerning developing crises, while suggesting that organizations must consider the highly arousing nature of televised risk messages when informing and persuading the public.

This study moves the literature a step forward by offering an empirical assessment of the value of an organizational message in reducing negative affect. It moves beyond past studies exploring the combined impact of risk awareness and affect by examining their relationship with placement strategy, and does so by measuring actual audience reactions.

The purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure conditions.

The overall sample of 240 female consumers (aged between 25 and 51 years, and representative of French women in terms of region and profession) was divided into two equal groups. These two groups viewed a televised montage that followed GfK's pretest methodology for TV advertising (a 20‐minute television show, an advertising break with seven commercials, a short questionnaire, a 20‐minute television show, an advertising break with four commercials, and a longer questionnaire), which favors a low involvement context in laboratory conditions. These two groups were respectively exposed to two 20‐second ads for a well‐known challenger brand (identical except for whether they name the leading brand and its price or “brand X” without price information).

This research provides original evidence that the comparative ad that cites the name and price of the leading brand increases purchase intentions for the sponsored brand, more than an equivalent that uses brand X. This effect operates through an increased probability of message processing, which in turn enhances the perceived compelling character of ad content.

Despite the many studies of comparative advertising in existing literature, little research has been devoted to the potential alternative of replacing a “brand X” designation with the name of a competing brand. Moreover, previous research often includes participants (e.g. students) engaged in deliberate processing of a single advertisement in conditions of artificial exposure.

The majority of sponsorship studies were conducted on sports events of a long duration. Given that sponsor recall is affected by duration of exposure, the purpose of this paper is to examine whether sponsorship of an event of a shorter duration can be equally effective.

In total, 241 respondents were randomly distributed to one control group and three experimental groups. In all groups, respondents were tasked to watch a video clip of a swimming event lasting less than ten minutes.

In the control group (n=74), the mean number of correctly recalled brands was 2.26 (SD=1.31). This was comparable to the mean number of recalled brands in earlier studies on sports events of longer duration. In experimental group 1 (n=37), respondents watched a video clip without the logos of the sponsors along the length of the pool. The findings suggest that signages along the competition arena may have limited effect on the recall rate and that brand prominence affects the recall rate. In experimental group 2 (n=68), respondents were tasked to watch a swimming event with longer duration. In this case, the longer duration of exposure led to a significantly higher number of brands recalled (M=2.94, SD=1.36) as compared to the control group. In experimental group 3 (n=62), respondents were tasked to focus on the swimming event. When spectators were more involved in the swimming event, there was a significant decrease in the number of brands recalled (M=1.87, SD=1.35) when compared to the control group. The results from experimental groups 2 and 3 suggest that duration of exposure and spectator involvement affects the recall rate of sponsors.

The findings suggest that sponsorship of sports events with a short duration can be as effective as longer events although this is dependent on the prominence of the sponsor, duration of the event and spectator involvement.

Given that many sports events are now broadcasted on YouTube and other social media where the duration is typically short, it suggests that sponsors may also benefit from sports events that are broadcasted on these platforms.

The paper provides useful information on sponsor recall and its relationship to duration of exposure.