Hybrid journal * Containing 3 Open Access article(s) in this issue * ISSN (Print) 1464-6668 - ISSN (Online) 2515-7841 Published by Emerald[362 journals]
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Authors:Kun Chang, Jun-Phil Uhm, Sanghoon Kim, Hyun-Woo Lee Abstract: Despite the negative effects of toxicity on various aspects of esports communities, gamers continue to enthusiastically show their pride and engage with the game. Based on the stress and coping theory, the current study aims to shed light on how esports gamers cope with toxicity to develop toxicity tolerance by the mediation effect of positive reappraisal coping strategy. A total of 456 gamers were included in the analysis. Structural equation modeling was performed to evaluate the hypothesized model. Gender differences in the toxicity-coping process were investigated using multi-group analysis. The findings revealed the full mediation effect of positive reappraisal on the relationship between toxicity and toxicity tolerance, especially for male gamers. The empirical evidence of this study contributes to theorizing the transformative role of positive reappraisal in developing positive consumption outcomes when esports gamers experience toxicity in the game. The multi-group analysis provided further insights into differentiating the applicability and effectiveness of positive reappraisal based on gender. The findings contributed to sport management and communication literature by allowing researchers and practitioners to move beyond a preventive coping mindset by facilitating a positive coping environment that encourages gamers to interpret the conversation and messages in a more positive manner. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-05-17 DOI: 10.1108/IJSMS-11-2022-0197 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Pascal Stegmann, Daniel Matyas, Tim Ströbel Abstract: Novel technologies such as tokenization have the potential to disrupt value co-creation in sport marketing. Tokenization in particular has generated a hype in sport marketing by facilitating engagement behavior. However, it remains unclear to what extent tokenization can serve as an engagement platform to enable new and innovative interactions between sport organizations and its network of actors. The study investigated a tokenized governance platform of a professional sport club as engagement platform by means of a case study applying a multi-method approach combining document analyses and semi-structured interviews with sport management, sport club fans and blockchain experts. Governance tokens indeed foster fan engagement by including fans in decision-making processes. The engagement platform is meant to enable two-way communication between fans and professional sport clubs. However, benefits could be overrated, and fans describe concerns about increasing commercialization due to the application of governance tokens. Thus, opportunities must be balanced out to foster engagement of sport club fans. The findings contribute to extending the phenomenon of tokenization as a financing model and engagement platform in sport marketing. The results show how tokenized governance platforms can be applied in sport marketing and how they contribute to value co-creation in the digital world of sport clubs. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-04-27 DOI: 10.1108/IJSMS-08-2022-0157 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Marisa Sousa, Celina Gonçalves, Rui Biscaia, Maria José Carvalho Abstract: This study aims to assess service quality in sport child camps among both participants and parents and its effects on satisfaction and behavioural intentions. Data were collected from participants (n = 258) and parents (n = 226) of a sport child camp. A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the effects of service quality on satisfaction and behavioural intentions. The results indicate a multi-dimensional construct of service quality that influences satisfaction and behavioural intentions differently among parents and participants. For participants, Service Failures and Recovery, Safety and Food influenced satisfaction, while Service Failures and Recovery and Fun influenced Behavioural Intentions. For parents, Management Commitment to Service Quality, Staff, Food and Contact with Physical Environmental influenced satisfaction, while Management Commitment to Service Quality and Staff influenced Behavioural intentions. Both parents and participants' perceptions of service quality in sport child camps were captured and its effects on satisfaction and behavioural intentions. The study provides sport child camp managers with critical information about service delivery and its outcomes among the two key consumers (participants and parents). This study offers new ideas to advance knowledge on sport child camps by capturing the perceptions of two key stakeholders and providing useful insights into how different attributes of service quality influence the levels of satisfaction and behavioural intentions among parents and participants. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-04-21 DOI: 10.1108/IJSMS-10-2022-0183 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Tiago Ribeiro, Victor Almeida, André Calapez, Hirotaka Matsuoka, Rei Yamashita Abstract: Despite the advances in theory and practice about player behaviour in esports gaming literature, there is a lack of understanding as to whether esports are compatible with the values of Olympism and if they should be considered for future Games editions. The current study advances this line of research by examining esports player experiences, their effects on perceiving Olympic values, and the support towards the Olympics in order to verify if differences occur according to the cross-cultural environment. Using a sample of 671 esports amateur gamers from three countries (Portugal, Brazil and Japan), structural equation models and a multigroup analysis were performed to analyse the differences in the hypothesized paths existing between the groups. Results reveal that player in-game emotional experiences positively influence Olympic values perception across countries. The excellence and friendship values showed a positive effect on support intentions to the Games towards Portuguese and Brazilian players, while the respect value was the strongest predictor towards behavioural intentions in Japan. Cultural backgrounds and game genre in each country can explain player attitude towards the Olympic values shared on the online environment. This study is able to provide a better understanding of how the Olympic values serve as a gratification in different cross-cultural environments according to the theory of uses and gratifications (U&G) and the theory of cultural dimensions. Complementarily, these findings can be used as valuable information for esports publishers and developers attempting to spread the Olympic values in the esports industry. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-04-20 DOI: 10.1108/IJSMS-12-2022-0215 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Maowei Xu, Bo Li, Olan K.M. Scott, Jerred Junqi Wang Abstract: This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services. The participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires. The results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service. The study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-04-11 DOI: 10.1108/IJSMS-07-2022-0140 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Keevan M. Statz, Austin C. Bogina, Jennifer L. Schmult, Brian S. Gordon Abstract: Sport organizations’ use of corporate social responsibility (CSR) has become commonplace. Similarly, academic inquiry into the CSR phenomenon has become almost as ubiquitous. However, this paper argues that a group has been forgotten about in the literature surrounding sport and CSR: the campaign beneficiary, especially in sport-based CSR research. After all, CSR campaigns are intended to support a certain group. Using a social identity theory and social identity complexity qualitative framework, this paper analyzes the perceptions of the National Football League's (NFL) Salute to Service military campaign among service members, veterans and families. After collecting data via a series of 16 interviews, while service members stated that the service members appreciated the campaign and appreciated what the NFL seeks to do through the campaign, this specific Salute to Service did not have a significant cognitive and behavioral impact for these military consumers. This work builds on prior CSR beneficiary literature, providing an opportunity to further expand ways in which sport organizations can make sports organizations' CSR campaigns more impactful. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-03-15 DOI: 10.1108/IJSMS-05-2022-0102 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Brent Smith, Stephanie A. Tryce, Carol Ferrara Abstract: To measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship. In this study of US sport fans (n = 519), the authors examine whether two varieties of patriotism—the affective “symbolic patriotism” and the cognitive “uncritical patriotism”—might explain fans' reactions (support v. opposition) to anthem-linked athlete activism. The authors also consider whether fans' acceptance of nonactivist teammate allyship moderates patriotism influences on those reactions. Using partial least squares structural equation modelling (PLS-SEM), the authors posit and show that fans' reactions to athlete activism are driven more strongly by uncritical patriotism than by symbolic patriotism. The authors also show that fans' acceptance of nonactivist teammate allyship significantly moderate the strength and direction of fans' reactions to athlete activism. The authors contribute substantive, new knowledge into the sways of athlete activism, teammate allyship and fan patriotism within the sport world. By way of novel heterotrait-monotrait ratio of correlations, the authors show evidence of discriminant validities of symbolic patriotism and uncritical patriotism. Using PLS-SEM moderation tests, the authors also show that fans' acceptance of teammate allyship moderates the influences of these patriotism types differently. Few empirical studies to date have investigated sport fans' reactions to athletes' displays of social activism (e.g. taking a knee to protest racism). Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-03-14 DOI: 10.1108/IJSMS-02-2022-0049 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Petri Lintumäki, Oliver Koll Abstract: Supporting distant teams is a frequent phenomenon. Through the lens of the social identity theory, this research aims to examine differences between local and distant fans regarding drivers of team identification. A multigroup structural equation model was employed. The data were collected through an online survey with 1,285 sports fans. Team distinctiveness constitutes an important aspect fueling identification for all fans, whereas congruence between own and team personality is important for local and displaced fans only. Team prestige does not impact identification for either group. To build up a base of highly identified supporters, clubs should emphasize those aspects of team brands that fans consider distinctive. When targeting local fans, clubs should also focus on communicating the brand's unique personality aspects. This is the first study that assesses the potential differences behind fans' social identification with local and distant teams. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-03-07 DOI: 10.1108/IJSMS-08-2022-0158 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Vera Pedragosa, Rui Biscaia, Michael E. Naylor, David P. Hedlund, Geoff Dickson Abstract: The purpose of this study was to examine the effect of member identity and its dimensions of power, urgency, external legitimacy, internal legitimacy and interest, on satisfaction and behavioural intentions in fitness centres. Two studies were designed. In Study 1, data were collected from fitness centre members (n = 225) and structural equation modelling used to examine the dimensions of fitness centre member identity and its subsequent effect on satisfaction and behavioural intentions. In Study 2, interviews exploring member identity were conducted with members (n = 9) and managers (n = 7) and a content analysis contrasted their perceptions of power, urgency, internal legitimacy, external legitimacy and interest. The results of Study 1 support the multidimensional construct of member identity and its positive influence on both satisfaction and behavioural intentions. Satisfaction mediated the relationship between member identity and behavioural intentions. In Study 2, managers and members expressed similar perceptions of the member identity dimensions: low power; urgency is issue-dependent; external legitimacy is recognized; members are perceived as legitimate; and most members exhibit high interest in their membership. This study provides a deeper understanding of how member identity contributes to long-term relationships between members and fitness centres. It extends the body of consumer behaviour literature in the context of fitness centres. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-02-17 DOI: 10.1108/IJSMS-08-2022-0159 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Jeongbeom Hahm, Heedong Choi, Hirotaka Matsuoka, Jiyoung Kim, Kevin K. Byon Abstract: The purpose of this study was to identify existing users' acceptance of the multidimensional health and fitness features of wrist-worn wearable devices (WWDs) required for each stage of physical activity (i.e. before, during and after) and examine the relationship between its acceptance (i.e. knowledge acquisition, perceived usefulness and perceived ease of use) and the actual use of its health and fitness attributes. Both qualitative and quantitative approaches were taken to analyze the relationships. A focus group interview was conducted (N = 9) to design the research model, including the operationalized definition of the study constructs. A questionnaire survey was conducted with respondents in South Korea (N = 480). Partial least squares structural equation modeling via Smart PLS 3.0 was employed to test the hypotheses. When users learned to use fitness functions and perceived them as useful for physical activity without causing any difficulty, they tended to use those functions more, which provided enhanced health benefits in the digitalized interactive environment of WWDs. This research is one of the first to examine the relationship between the perceived user value of WWDs and their actual usage within a digitalized and interactive environment. The results are expected to offer theoretical insights into how well users accept the health and fitness components of WWDs. Practically, it will build awareness of what makes users adopt and use WWDs, helping practitioners design better health promotions and campaigns associated with WWDs. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-02-14 DOI: 10.1108/IJSMS-08-2022-0163 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Ying-Lien Ni, Che-Chun Kuo, Wen Hsin Chang, Chia-Huei Wu, Lung Hung Chen Abstract: Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets. A total of 200 amateur badminton players participated in this study. These participants were randomly assigned to the promotion-prime advertising claim or prevention-prime advertising claim condition. Authors ’ findings demonstrate that the experience fit between personal regulatory focus in the sports context and advertising claims induces higher purchase intention. This finding corresponds with expectations based on regulatory focus theory. The present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-02-01 DOI: 10.1108/IJSMS-02-2022-0052 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Tiao Hu, Michael Cottingham, Deborah Shapiro, Don Lee Abstract: This phenomenological study aims to explore how media promote and should promote wheelchair rugby. Semi-structured interviews were conducted with 31 athletes at National Wheelchair Rugby Championship. In using a reflective thematical analysis approach, three themes were identified – media coverage: the promise of an unknown quantity; the battle of inspiration and athleticism; and leverage marketing and promote the “wow”. Lacking fair representation from media resulting in the perception and reception gap between the general public and spectators was identified and explained by most of the athletes. Besides urging increased coverage with a shifting focus on athleticism, the important role of marketing was highlighted. In short, the “wow” factor of the sport is its aggressiveness which can be its bestselling feature and used by stakeholders for maximum impact when marketing wheelchair rugby. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-01-31 DOI: 10.1108/IJSMS-03-2022-0060 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Mohsen Behnam, Geoff Dickson, Vahid Delshab, Anna Gerke, Parvaneh Savari Nikou Abstract: Social media has enhanced the ability of fans to interact with each other. Whilst previous research investigates fan co-creation, few studies focus on the interactive effects within the co-creation process. The authors develop a model for synthesizing the interactive concepts related to fan co-creation in social media, which leads to team identification. Participants (N = 483) were recruited from fans of clubs in the Persian Gulf Pro League of Iran. Structural equation modelling was applied to test the research model. The results showed that fan knowledge facilitates fan co-creation, which in turn leads to team identification. Additionally, fan engagement had a moderating effect on the mediating role of fan co-creation in the association between fan knowledge and team identification. The findings suggest that fan knowledge is an important antecedent of fan co-creation and highlight the significance of fan co-creation in promoting team identification in highly engaged fans at football clubs. The current study contributes to the field of fan co-creation and provides significant implications for sport fan marketers. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-01-30 DOI: 10.1108/IJSMS-09-2022-0175 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Huei-Fu Lu Abstract: With the growing popularity of sports in Taiwan, the Sports Administration under the Ministry of Education introduced the Taiwan iSports Corporate Award campaign. This emphasised sports for employees and assisted in developing and supporting corporate social responsibility (CSR) activities in the sports industry through collaboration with firms, thereby enhancing their corporate image, facilitating the recruitment of high-quality employees and highlighting healthy human resources and brand value. Can sports-based CSR performance reflect firms' market values and reduce their market risks' This study regards Taiwan iSports Corporate Award announcements as important sports-based CSR disclosures and incorporates financial econometrics to examine the relationship between the announcement of sports-based CSR performance and firms' market values and risks. An event study is conducted to clarify the reactions of the Taiwan iSports Corporate Award announcement event on the abnormal returns of award-winning firms during the 2016–2021 period, and a regression discontinuity design (RDD) model is employed to verify the robustness of the empirical results using the event study method. Taiwan iSports Corporate Award announcements are not significantly reflected in the positive abnormal returns of award-winning firms. No causal relationship is found between the two. However, there are signs of relatively less systematic risks when investing in award-winning firms than in the market. This study provides empirical evidence and managerial implications for Taiwan iSports Corporate Award-winning firms. It effectively enables business operators, sponsors or investors to understand the reactions of announcing sports-based CSR performance on the financial market and provides references for corporate organizations' CSR and sustainable development. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-01-27 DOI: 10.1108/IJSMS-10-2022-0191 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Ricardo Roseira Cayolla, Marco Escadas, Rui Biscaia, Timothy Kellison, Joana A. Quintela, Teresa Santos Abstract: The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours). Data were collected in two different steps using an online self-administered questionnaire (n1 = 1,043; n2 = 2,167) distributed to fees-paying members registered in the club's database. The analysis was carried out though structural equation modelling. The results indicate good psychometric properties of the scale used to measure fans' perceptions of a club's pro-environmental sustainability initiatives (perceptions of pro-environmental sustainability initiatives in sports; p-PESIS). Additionally, there is a positive effect of p-PESIS on fans' social behaviours as well as on their daily environmental actions. Furthermore, p-PESIS also shows a positive effect at improving fans' economic activities towards the club. Extending previous research, the authors tested a scale to measure fans' responses to pro-environmental sustainability initiatives in sport and examined their links to the TBL dimensions. Pro-environmental sustainability initiatives in sport benefit not only the club itself (by reinforcing fans' activities with the club) but also society as a whole, as it can promote fans' conscientiousness and likelihood to behave in environmentally and socially favourable ways. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-01-24 DOI: 10.1108/IJSMS-07-2022-0141 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Remco Beek, Jo Van Hoecke, Inge Derom Abstract: Contextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns in sponsorship and social justice within the context of a major sports event. The European Football Championship serves as an impactful platform for sponsors due to its global reach. The sponsorship activations of the twelve official sponsors were investigated by analysing sponsorship expressions on the LED boarding during every match of the tournament. Furthermore, additional data on sponsorship characteristics and brand positioning was collected for every sponsor to define relevant factors to understand the differences in sponsorship communications. During UEFA EURO 2020, five official sponsors changed their sponsorship activations. Adjustments were made in sponsorship expressions to position the brand on diversity and inclusion. The analyses of over 90,000 press photos and 51 official match videos clarified the dynamics of brand positioning, sponsorship characteristics in perspective of globalization patterns and different sponsorship approaches in different geographical, social and political contexts. Decision makers in the global sports industry are challenged in their brand management and sponsorship approaches for the social good. This study supports to understand the sponsorship approaches and factors affecting these different strategies. Despite the growing attention to social justice issues in sports, there is a need to understand inclusive marketing strategies in sponsorship relationships. Using data triangulation, the findings enabled to clarify differences in sponsor approaches to social justice and illustrate the complex dynamics of brand positioning on diversity and inclusion in the sponsorship ecosystem. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-01-23 DOI: 10.1108/IJSMS-03-2022-0069 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Jaskirat Singh Rai, Behzad Foroughi, Maher N. Itani, Amanpreet Singh Abstract: The perception of sport consumers on peripheral stadium-quality services (PSQS) has evolved after compulsory precautionary measures were imposed on gatherings to alleviate the spread of coronavirus. This study attempts to reassess five principal dimensions of PSQS' Stadium parking, stadium cleanliness, fan control, food services and perceived crowding' through reflecting on the COVID-19 control and prevention measures established during this pandemic. Furthermore, it aims to measure the impact of the multi-dimensional PSQS on spectators' emotions and future attendance intentions. The purposive sampling technique was used to collect data from spectators watching the live matches of cricket at the stadium. A total of 680 responses were collected from spectators and uploaded to the measurement model. The covariance-based structural equation modeling technique was used subsequently for analysis purposes. The study found a positive impact of the stadium cleanliness and fan control services on spectators' happiness and excitement emotions; and a negative impact of stadium parking, stadium cleanliness, fan control and perceived crowding on their anger, anxiety and dejection emotions. The happiness and excitement emotions of the spectators induced them to visit again at the stadium. Of all the peripheral quality services, the study found only stadium cleanliness service indirectly effect spectators' revisit intentions through excitement emotion as a mediator. The incorporation of the safety procedures through PSQS can reduce spectators' negative emotions especially when they face psychological fear of the pandemic. These services work as a stimulus for spectators that directly affect their organism (emotions) and indirectly affect their response (attendance intentions). This study contributed to sports research by novelty evaluating sport consumers' perception of the PSQS after incorporating COVID-19 preventive measures. It empirically examines the effect PSQS on spectators' emotions and re-visits intentions. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-01-09 DOI: 10.1108/IJSMS-04-2022-0087 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Sangchul Park, Hyun-Woo Lee Abstract: Fitness service companies often promote the companies' personal training service by attributing trainers' competent characteristics, qualifications or/and service provision to their effort or talent. This promotion is called performance attribution promotion. Utilizing attribution theory and the theory's adjacent studies, this study investigated whether and why performance attribution promotion affects consumers' service purchase of personal fitness training. The authors developed the experimental stimuli of performance attribution promotion and validated those through a pretest (N = 200). Using the validated stimuli, the authors conducted an experiment with employing a single factor between-subject design (performance attribution promotion: effort vs talent) based on random assignment (N = 200). The analysis results revealed that attributing trainers' competent characteristics, qualifications or/and service provision to effort (vs talent) leads to a higher level of service registration intention. Moreover, this effect was mediated by the perceived teaching expertise but not by the perceived teaching trustworthiness. These findings enrich the literature by illuminating a new mechanism and consequence of performance attribution promotion. The authors' study also extends the marketing studies related to expertise perception by presenting the attribution of visible features as one of the characteristics determining expertise perception. Finally, the authors' findings also have implications for fitness service companies and other stakeholders that seek to effectively leverage trainers' competent outcomes for consumer acquisition. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-01-03 DOI: 10.1108/IJSMS-06-2022-0115 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Ssu-Yun Chou, Wooyoung (William) Jang, Shang Chun Ma, Ching-Hung Chang, Kevin K. Byon Abstract: The tremendous market growth of mobile platforms for esports underscores the need to understand players' psychological states and consumption behavior. Based on flow theory, this study examines players' psychological states (flow and clutch experiences) and consumption behavior based on the interaction effects of playing frequency, playing duration and players' levels on the PC (LOL – League of Legends) and mobile (LOLWR – League of Legends: Wild Rift) versions of the same esports title. Data were collected from 930 valid responses and analyzed with confirmatory factor analysis and multiple regression (PROCESS macro, Model 3). There are two main findings. First, across PC and mobile participants, casual gamers (low playing frequency and duration) have firm purchase intention when they have a clutch experience, but flow experience hinders their purchasing intention. Second, hardcore gamers' (high playing frequency and duration) psychological states are clearly distinguished according to technological platforms. Flow experience is the most effective for their purchase intention in the PC platform, but both flow and clutch states are important in the mobile platform. Flow experience is essential overall for hardcore gamers to intend their in-game item purchasing. This study has two primary originality/values. First, this study explores flow and clutch together to measure psychological states and the impact on the purchase intention of in-game items. Second, the interacting effects of playing frequency, duration, and skill level with technical platforms (i.e. PC and mobile) for esports gaming. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2023-01-03 DOI: 10.1108/IJSMS-07-2022-0134 Issue No:Vol. ahead-of-print, No. ahead-of-print (2023)
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Authors:Wenche Wang Abstract: Among scholarly analyses of sport demand, few have considered the demand for match replays despite replays' indispensable role in sport broadcasts. Different from live matches, viewers of match replays generally have access to match outcomes. Outcome uncertainty is thus less relevant in attracting viewers. This paper addresses this research gap by analyzing the demand for replays of competitive esports matches. We collected match replay data for two competitive esports leagues, CrossFire Pro League and King Pro League, from two Chinese esports online platforms, Douyu.com and Huya.com. Drawing on two economic theories of superstar effects—a skilled-based theory and a popularity-based theory, we performed regression analyses and dominance analyses to examine the demand for esports match replays. Our results indicated skill to be more important in the demand for tactical games while non-skill-popularity is more instrumental in attracting viewers to replays of leisurely games. The platform with knowledge-sharing features also exhibited a stronger skill impact for tactical games. Findings contribute to the understanding of sport match replays and offer implications for esports organizers and broadcasters to market games effectively. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2022-12-02 DOI: 10.1108/IJSMS-07-2022-0146 Issue No:Vol. ahead-of-print, No. ahead-of-print (2022)
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Authors:A. Banu Elmadag, Gallayanee Yaoyuneyong, Brigitte Burgess Abstract: This study aims to examine diversity and inclusivity in sports from a sexual orientation perspective. A literature review summarizes known findings on attitudes and perceptions of and towards nonbinary individuals in sports. Adopting Herek’s (2007) Sexual Stigma perspective, an experiment is conducted exploring the differences in fan attitudes and behavioral intentions towards nonbinary athletes in both women’s and men’s sports. A systematic review of extant literature identified 24 peer-reviewed primary studies examining nonbinary individuals in sports. A 2 (Sport: Women’s vs. Men’s Basketball) × 2 (Nonbinary Indicator: Indicator vs. No-Indicator) experimental study was then designed to further explore fan attitudes towards nonbinary athletes. The study revealed that, among sports fans, there was no perceived performance difference in women’s or men’s basketball linked to athletes’ nonbinary status (as measured by athletic ability, future performance, sportsmanship, talent and quickness). However, measures of fan support (sport engagement, intention to buy team merchandise and team fanship) were lower when the athlete was perceived as nonbinary. For women’s basketball, team fanship and intention to buy team merchandise were significantly lower, while the difference was not significant in men’s basketball. Along with an inclusive review of prior literature, this is the first empirical study to examine the differences in fans’ attitudes towards nonbinary athletes in both women’s and men’s sports at the same time via an experimental design. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2022-11-17 DOI: 10.1108/IJSMS-01-2022-0026 Issue No:Vol. ahead-of-print, No. ahead-of-print (2022)
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Authors:Jon Dart Abstract: The purpose of this article is to offer a conceptual assessment of a contemporary consumer boycott of a global sports brand. A critical commentary is offered of the “Boycott PUMA” campaign with an examination of the positions and motivations of the different parties involved, specifically PUMA, the “Boycott PUMA” campaign, the Israeli Football Association and UEFA/FIFA. This article is a position and conceptual paper, designed to generate a discussion on what is an emotive consumer boycott campaign. A distinction is made between political boycotts and consumer boycotts, whether it is possible to separate sport from politics, and if PUMA's claimed position of neutrality in this conflict can be achieved. The focus here is on PUMA's corporate social responsibility statement in which they claim that sport and politics do not mix, with their response to Russia's invasion of Ukraine in 2022 undermining this claim. PUMA's commitment to social justice is being used by the “Boycott PUMA” activists to expose the disconnect between PUMA's stated vision and its actions. PUMA's brand has been built on creating a particular type of brand image, with a positive image and brand awareness essential for this sports apparel company. If the company finds itself in a media spotlight their brand equity can become damaged. With very little research available on the Israel/Palestine from a sport sponsorship and marketing perspective, this article offers an original and much needed assessment of a potentially significant campaign. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2022-11-17 DOI: 10.1108/IJSMS-05-2022-0111 Issue No:Vol. ahead-of-print, No. ahead-of-print (2022)
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Authors:Jan Schönberner, Herbert Woratschek Abstract: In marketing research, it is widely acknowledged that customer engagement leads to higher reputation, lower costs and increased revenues for firms. However, there are still open questions on how sport sponsorship can drive customer engagement. It is hypothesized that sponsors' activations correlate with customer engagement toward the sponsor. Specifically, the roles of sponsorship authenticity and attitudes toward the sponsor have received little attention in this context. Accordingly, this study aims to test the effects of sponsors' activations on customer engagement disposition (CED) and customer engagement behavior (CEB) by considering the roles of sponsorship authenticity and attitudes toward the sponsor. An online experiment with a factorial between-subjects design with 529 total participants was conducted. Data were analyzed through analysis of covariance (ANCOVA) and binary regression analysis. Sponsors' activations can lead to positive or negative CEB, depending on how sport consumers evaluate the activation. Sponsorship authenticity reduces or enhances CEB following a sponsor's activation. Moreover, consumers' prior attitudes toward the sponsor influence the relationship between sponsors' activations and CED. The findings further showed that CED leads to CEB. This research contributes to the sport sponsorship literature by empirically proving that sponsors' activations increase customer engagement toward the sponsors. Moreover, this is the first study testing consequences of sponsors' activations in relation to sponsorship authenticity and consumers' attitudes. Furthermore, the authors enrich the customer engagement literature by discussing the sponsors' activations as a marketing strategy to increase customer engagement and consequently firms' performance. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2022-11-09 DOI: 10.1108/IJSMS-05-2022-0098 Issue No:Vol. ahead-of-print, No. ahead-of-print (2022)
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Authors:E. Nicole Melton, George B. Cunningham, Jeffrey D. MacCharles, Risa F. Isard Abstract: Sport organizations increasingly emphasize their support for lesbian, gay, bisexual, transgender and queer (LGBTQ) inclusion by promoting a perfect score on the Athlete Ally Equality Index, partnering with nonprofits to increase awareness of LGBTQ individuals in sport (e.g. Rainbow Laces campaign), or hosting a pride night for LGBTQ fans. Despite these and similar efforts, LGBTQ fans historically have felt unwelcome in sport settings, thereby signaling the need for inclusive fan codes of conduct. The purpose of this study was to examine both the prevalence and antecedents of such policies. Using publicly available data sources, the authors focused on 350 Division 1 college athletic departments in the USA. Results illustrate factors at both the macro (i.e. institution) and meso- (i.e. athletic department) levels interact to explain whether a school will possess a fan code of conduct. Specifically, research-intensive institutions with strong gender equity are more likely to possess a code of conduct than schools that are not research oriented and have weak gender equity. This project extends the understanding of LBGTQ inclusion in the sports industry. The current study is the first to examine the prevalence and predictors of LGBTQ-inclusive fan codes of conduct. Understanding these dynamics can help athletic programs that want to create safe and inclusive sport spaces for LGBTQ fans and spectators. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2022-11-01 DOI: 10.1108/IJSMS-03-2022-0072 Issue No:Vol. ahead-of-print, No. ahead-of-print (2022)
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Authors:Alison Fridley, Austin Anderson, Sarah Stokowski, Stacey A. Forsythe Abstract: The purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities. Data were collected from 2,833 students at universities in a mid-major Division I FBS athletic conference through a survey. Two MANOVAs were conducted to examine group differences. While the first MANOVA compared a dominant group (White and non-LGBTQ+) to an underrepresented group (non-white race and/or LGBTQ+), the second MANOVA explored differences in five specific marginalized groups (Asian, Black or African American, Hispanic or Latino, LGBTQ+, intersectional marginalized identities). The results indicated that the dominant group scored significantly higher than the combined underrepresented group in four of the eight sport consumption motives examined. However, the comparison of individual underrepresented groups showed significant differences for all eight consumption motives between at least two underrepresented groups. This study is the first attempt to compare group differences in motivation for sport consumption between specific racially marginalized groups, LGBTQ + community members, and intersectional racial and LGBTQ + identities within college athletics. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2022-10-24 DOI: 10.1108/IJSMS-01-2022-0025 Issue No:Vol. ahead-of-print, No. ahead-of-print (2022)
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Authors:Jackson Sears, Beth A. Cianfrone, Timothy Kellison Abstract: The usage of sport stadia for public service is increasingly common and may come in different forms. In the COVID-19 pandemic, this included sport entities hosting mass COVID-19 vaccinations at their stadiums. The purpose of this study was to examine the branding effects of a COVID-19 mass vaccination center as communicated by (1) a sport entity (i.e. stadium and its two teams) and (2) the public. The authors analyzed the entity's social media messages related to the mass vaccination center for the three groups, the stadium and its two sports team tenants (N = 48) while comparing the public's social media content about the vaccination center (N = 187). An empirical material coding analysis was conducted. The sport entity's posts revealed 12 codes, five categories and two themes communicated about their brand: In this together–community impact and showcasing brand attributes. The public posts analysis revealed 21 codes, eight categories and four themes, creating brand awareness, establishing/reaffirming brand attributes, affective response and in this together–community response. The identification of the two organization themes and four public themes provided an initial examination of the mass vaccination efforts' impact on the sport entity's brand. With the rise of stadia being utilized as public service venues (e.g. voting centers and disaster shelters), the results of the study can provide guidance to communicating the host team's brand during these times. Results also suggest the public perception of such service reflected positive opportunities for brand exposure and subsequent effects for the teams. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2022-10-05 DOI: 10.1108/IJSMS-02-2022-0048 Issue No:Vol. ahead-of-print, No. ahead-of-print (2022)
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Authors:Manuel Alonso Dos Santos, Manuel J. Sánchez-Franco, Eduardo Torres-Moraga, Ferran Calabuig Moreno Abstract: This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship. An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship. The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used. This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship. Citation: International Journal of Sports Marketing and Sponsorship PubDate: 2022-09-21 DOI: 10.1108/IJSMS-05-2022-0107 Issue No:Vol. ahead-of-print, No. ahead-of-print (2022)
Hybrid journal * Containing 3 
Open Access article(s) in this issue *
