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1 – 10 of over 1000
Article
Publication date: 1 January 2009

Seungmo Kim, Damon P. S. Andrew and T. Christopher Greenwell

This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted…

Abstract

This study compared the motives and media consumption behaviours of American and South Korean spectators of Mixed Martial Arts. Significant cross-national differences were noted in sport interest, vicarious achievement, aesthetics, national pride and violence. Backward regression analyses indicated that sport interest, fighter interest and drama predicted media consumption at the American event, while sport interest, drama and adoration were significant predictors at the Korean event.

Details

International Journal of Sports Marketing and Sponsorship, vol. 10 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 April 2014

Behzad Foroughi, KhairulAnuar Mohammad Shah, Davoud Nikbin and Sunghyup Sean Hyun

The purpose of this study is to examine the relationship between event quality and fan satisfaction and consequent fan attendance of soccer matches in Iran. Data on game quality…

1420

Abstract

The purpose of this study is to examine the relationship between event quality and fan satisfaction and consequent fan attendance of soccer matches in Iran. Data on game quality, augmented service, interaction, outcome, environment, fan satisfaction and attendance were gathered from 260 spectators attending an Iranian premier league soccer match by means of a survey. The results show that, except for interaction, all dimensions of event quality have a significant relationship with fan satisfaction. Moreover, the effect of game quality on fan satisfaction is stronger than other dimensions. The results also confirm the significant relationship between fan satisfaction and attendance. Fan satisfaction is shown to be partially mediating the relationship between event quality and game attendance. Practical implications for facility managers and sports marketers are discussed.

Details

International Journal of Sports Marketing and Sponsorship, vol. 15 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 29 April 2016

C. Keith Harrison, Scott Bukstein, Ginny McPherson Botts and Suzanne Malia Lawrence

The purpose of this paper is to investigate female National Football League (NFL) spectators’ preferences and feedback in regard to various customer service components of the NFL…

Abstract

Purpose

The purpose of this paper is to investigate female National Football League (NFL) spectators’ preferences and feedback in regard to various customer service components of the NFL game day experience. The primary components with respect to female spectators’ choices, preferences, and feedback are as follows: apparel and other merchandise; food and beverage; restrooms and facility cleanliness; tailgating and parking; participants’ decision to attend an NFL game; and participants’ perceptions of the NFL. A core objective was to learn more about the female decision-making process and overall experience at NFL games.

Design/methodology/approach

All data were collected during the 2012-2013 NFL regular season. Four different data collections were conducted at two NFL stadiums to investigate the game day experiences of women at NFL games. Previous research was used as a basis for creating survey questions about the female game day experience. In this study, an open-ended questionnaire contained both quantitative and qualitative questions, both forms of data were collected and analyzed, and researchers made both quantitative and qualitative interpretations based on the data.

Findings

Findings and results indicated women are diverse customers. Sport organizations need to focus on the minor details that reflect how individuals experience a brand and product, as these sport organizations have the opportunity to enhance the female customer experience and retain existing female customers if the organizations systemically listen to and communicate with the female customer at NFL games. The NFL and individual NFL teams should include female spectators in the brand strategy process. Female customers of the NFL can be powerful brand loyalists and outstanding brand ambassadors.

Originality/value

This research study provides an investigation of the preferences and perceptions of women spectators at NFL games. One contribution of the current study is that researchers have accepted the challenge by some researchers calling for more complexity with researching gender and attempting to shift some of the ways in which women are viewed as fans and spectators. However, what is key with the approach in the current study is that researchers allowed the women to be heard with respect to their game day experiences, perceptions, and thoughts about their identity as a spectator.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 September 2001

Daniel C. Funk, Daniel F. Mahony, Makoto Nakazawa and Sumiko Hirakawa

A 30-item Sport Interest Inventory (SII) was developed and validated for measuring ten unique motives related to consumer interest at an international sporting event. Spectators

1763

Abstract

A 30-item Sport Interest Inventory (SII) was developed and validated for measuring ten unique motives related to consumer interest at an international sporting event. Spectators (N=1,321) attending five different US venues during the 1999 FIFA Women's World Cup were administered the SII. Analysis revealed that sport and team interest, excitement, supporting women's opportunity in sport, aesthetics and vicarious achievement explained 35 per cent of the variance in spectators' interest in the event. Results provide sport marketers with consumer-based marketing strategies, particularly for women's sport.

Details

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

Keywords

Article
Publication date: 1 July 2010

Ryan K Zapalac, James J Zhang and Dale G Pease

There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's…

Abstract

There are few studies examining the marketing characteristics of intercollegiate women's volleyball spectators. The purpose of this paper is to examine intercollegiate women's volleyball spectators from the perspectives of sociodemographics, market demand and consumption. Spectators (N=265) from seven intercollegiate women's volleyball games at three National Collegiate Athlete Association Division-I universities participated in the study. The findings indicate that there is a need to emphasise the market demand factors when marketing intercollegiate women's volleyball games.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 January 2013

Jason P Doyle, Thilo Kunkel and Daniel C Funk

The results from this study extend previous research by empirically testing the involvement based Psychological Continuum Model (PCM) segmentation procedure on sports spectators

1867

Abstract

The results from this study extend previous research by empirically testing the involvement based Psychological Continuum Model (PCM) segmentation procedure on sports spectators. To date, the procedure has only been verified using sports participants, although the PCM was developed with a broader range of sports consumers in mind. The validity of the procedure is confirmed using two online surveys, which gather data from spectators at both the league (n=761) and team (n=623) level. A three-step segmentation procedure then places respondents into the PCM stages - awareness, attraction, attachment and allegiance. ANOVA tests indicate that the four groups significantly differ from one another on attitudinal and behavioural measures for both league and team spectators. Findings suggest that the PCM is an appropriate framework to investigate fan development at both league and team levels. Thus sports marketers are provided with a research segmentation tool capable of helping them to better understand their heterogeneous consumer bases and thus guide marketing decisions.

Details

International Journal of Sports Marketing and Sponsorship, vol. 14 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 July 2015

Christopher Hautbois and Patrick Bouchet

It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators' behaviours and attitudes, with…

Abstract

It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators' behaviours and attitudes, with numerous works addressing this topic But these surveys are more about fans of professional sports clubs (soccer, basketball, baseball, hockey, etc) who attend regular season games in their favourite teams' home stadium or arena. To our knowledge, very few studies have been conducted into spectators of national teams. It is these spectators who are of the focus of this paper.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Book part
Publication date: 25 August 2014

Abel Duarte Alonso and Michelle O’Shea

In the highly competitive professional sports industry, managers of a newly established competition face many challenges, including “converting” or gaining the allegiance of new…

Abstract

In the highly competitive professional sports industry, managers of a newly established competition face many challenges, including “converting” or gaining the allegiance of new groups of consumers (fans, spectators) to their colors. One critical aspect in the converting process relates to the “ideal” game-day experience as perceived by would-be consumers. Gaining knowledge about this area could be critical to professional sport marketers in enhancing the perceived quality of sport events. This study examines the ideal football experience among 1,412 fans of an Australian A-League football (soccer) club. The importance of a lively atmosphere, that of high turnouts of spectators and the opportunity to watch quality and attacking football are highlighted in most comments, even relegating the game’s final score (winning) to a more marginal level of importance. Some of the implications of the findings for professional football marketers and avenues for future research are presented and discussed.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78190-746-7

Keywords

Article
Publication date: 1 October 2009

Gi-Yong Koo

Sports organisations must continuously assess how better to meet or exceed consumer expectations and perceptions of their experience in order to maintain and increase the number…

Abstract

Sports organisations must continuously assess how better to meet or exceed consumer expectations and perceptions of their experience in order to maintain and increase the number of spectators and loyal fans attending their sporting events. This study aims to enhance our understanding of which characteristics of a service attribute will best define its quality and impact on spectator behaviour by understanding the causal relationship between perceived service quality (PSQ) and satisfaction.

Details

International Journal of Sports Marketing and Sponsorship, vol. 11 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 29 May 2020

Hyun-Woo Lee, Heetae Cho, Emily M. Newell and Woong Kwon

The purpose of this study was to investigate the complexity of how spectators' multiple identities influence their behavioral intention. Specifically, the authors examined the…

Abstract

Purpose

The purpose of this study was to investigate the complexity of how spectators' multiple identities influence their behavioral intention. Specifically, the authors examined the effects of spectators' place identification, team identification and an interaction effect on attendance intention using social identity complexity framework.

Design/methodology/approach

Data were collected from spectators attending professional baseball games in South Korea. While 550 questionnaires were returned, 475 (86.36%) were used in the analysis after excluding incomplete responses. The research model was tested using latent moderated structural equations modeling.

Findings

Results indicated place identification only influenced attendance intentions through an interaction effect, while team identity directly affects attendance intention. Highly identified sport consumers intended to attend future games regardless of place identification, while the sense of love for the team's home region motivated low-identified sport consumers more to attend future games.

Originality/value

The findings of this research led to understanding the relationships between multiple identities and behavioral intention and provided the spectator sport industry with valuable strategies to manage their sport consumers.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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