Wang, Fong-Jia; Chiu, Weisheng; Cho, Heetae
2024 International Journal of Sports Marketing and Sponsorship
doi: 10.1108/ijsms-10-2023-0204
The study investigated the impact of perceived corporate social responsibility (CSR) on employees' turnover intention in professional team sports organizations, focusing on employee identification and co-production’s role in this context.Design/methodology/approachData were collected from 225 employees in professional team sports organizations, with analysis conducted via partial least squares structural equation modeling (PLS-SEM).FindingsThe results indicated that perceived CSR negatively impacted turnover intention. Employee identification mediated the relationship between perceived CSR and turnover intention. Moreover, co-production moderated the relationship between perceived CSR and employee identification, affecting the mediating role of employee identification between perceived CSR and turnover intention.Practical implicationsPrioritizing CSR offers benefits beyond improving an organization’s public image. It also plays a crucial role in enhancing internal organizational dynamics. Specifically, it helps to increase employee identification with the company, reduce turnover intentions, and promote co-production. These outcomes, when combined, lead to the development of a stronger, more cohesive, and resilient organization.Originality/valueThis study provides empirical evidence of the influence of perceived CSR on employee identification and behavior within professional team sports organizations. It underscores the importance of enhancing employee identification to reduce turnover intention.
Polyakova, Olga; Karagiorgos, Thomas; Anagnostopoulos, Christos; Alexandris, Kostas
2024 International Journal of Sports Marketing and Sponsorship
doi: 10.1108/ijsms-12-2023-0246
Despite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement dimensions and intention.Design/methodology/approachThe study draws on the theoretical model of sponsorship effects proposed by Wakefield et al. (2020) and obtained quantitative data from sampling esports viewers (n = 285). Statistical analysis was carried out in three steps. Beyond the descriptive statistics, confirmatory factor analysis (CFA) was conducted to assess the goodness of fit of the measurement model. The mediation analysis was performed at the end of the study.FindingsThe results supported the impact of one of the esports involvement dimensions (i.e. self-expression) on both perceived fit and esports viewers’ intentions to buy sponsors’ products. Involvement (self-expression) was found to have both direct and indirect relationships, through perceived fit, on purchase intentions. The study provided support for the associations among esports involvement dimensions, sponsorship perceived fit and purchase intentions.Practical implicationsThe practitioners should first consider the involvement profile of esports viewers. The more involved viewers will be more likely to have positive perceptions about the fit between the esports tournament and the sponsor.Originality/valueIt is the first study to test a sponsorship evaluation model in the context of esports users. It does so by including a more detailed measurement of involvement (with three-dimensions) in the hypothesized model.
Lee, Sangyung; Kim, Young Hoon
2024 International Journal of Sports Marketing and Sponsorship
doi: 10.1108/ijsms-03-2024-0071
With the competitive nature of golf club operations, understanding the loyalty formation process is crucial for maintaining a competitive edge. This study investigated the sequential developmental stages of consumer loyalty, progressing through cognitive, affective, and conative stages.Design/methodology/approachThe study conducted a survey targeting consumers who have experienced golf club services in the United States. This study operationalized reliability and trust as key indicators of the cognitive stage, hedonic motivation and social engagement as indicators of the affective stage, and loyalty as the indicator of the conative stage.FindingsUsing structural equation modeling (SEM), this study found that reliability has a significantly positive influence on trust. Trust has a significantly positive influence on hedonic motivation and loyalty. Furthermore, hedonic motivation has a significantly positive influence on social engagement and loyalty.Originality/valueBy integrating these findings within the Cognitive-Affective-Conative (CAC) framework, this study contributes to both the theoretical literature on consumer loyalty and provides practical insights for golf club management.
Sassenberg, Anne-Marie; Sassenberg, Cindy
2024 International Journal of Sports Marketing and Sponsorship
doi: 10.1108/ijsms-09-2023-0200
The purpose of this study is to investigate the effects of sport scandals on consumer perceptions of the associated sponsors and sport and to provide a typology of sport celebrity scandals to guide management response tactics.Design/methodology/approachThe study conducted four focus groups that were followed by social media data mining. A total of 8,289 consumer comments were collected from 147 websites, and a total of 224 comments were analyzed in terms of themes and frequency.FindingsThe research found the impact of sport scandals on consumer perceptions of sponsorship evaluations depended on whether the scandal was gender related scandal, recreational drug use, gender violence, unplanned and planned on-field scandals. Gender violence and planned on-field scandals can have an overwhelmingly negative impact on sponsorship evaluations, while unplanned on-field scandals may result in positive effects. Consumer empathy may influence the impact of recreational drug use, and the gender of the sport celebrity can influence the impact of unplanned on-field scandals.Research limitations/implicationsThis study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of associated sponsors and sport.Practical implicationsThe findings may guide management to develop response tactics to sport scandals. The response tactics may be based on consumer perceptions of the impact of the scandal on the associated sponsors and sport. Sponsor and sport management response tactics may be perceived as a differentiation of the sponsor and sport brands. It may be necessary that sponsorship agreements included pre-determined response tactics that contribute to value formation in the local community.Originality/valueThis study contributes to sponsorship theory by indicating the type of scandal affects consumer perceptions of sponsorship evaluations. Two additional factors may impact these influences: consumer empathy and the gender of the sport celebrity.
Martínez-Cevallos, Daniel; Alguacil, Mario; Calabuig, Ferran; Duclos-Bastías, Daniel
2024 International Journal of Sports Marketing and Sponsorship
doi: 10.1108/ijsms-09-2023-0186
The purpose of this study is to use structural equation modeling to examine the interaction between the variables of corporate image, credibility, trust and satisfaction in the context of a virtual sporting event. The aim is to determine whether these variables have significant relationships with each other and which of them has the greatest influence on the prediction of participants' satisfaction.Design/methodology/approachA structured questionnaire was used, based on previously validated scales. The survey was administered using the LimeSurvey platform. The sample consisted of a total of 588 participants of the Medellín virtual marathon.FindingsThe results of the study reveal significant findings regarding the relationships between the variables of corporate image, credibility, trust, and satisfaction in virtual sporting events. In particular, it is highlighted that trust emerges as the most influential factor in participants' satisfaction, which offers an insightful understanding of the importance of this variable in the user experience in virtual sporting events.Research limitations/implicationsThis study emphasizes the importance of brand analysis in the sports environment, stressing that the actions undertaken by managers should highlight both the corporate image and the connections with users, given their fundamental role in customer satisfaction. Likewise, the study of these variables within the sports context provides new knowledge and fills existing gaps within the academy. Limitations include the sample and the lack of consideration of all brand variables.Practical implicationsThe need to cultivate a strong and well-managed image to build trust with participants is emphasized for organizers of virtual sporting events. It is crucial to work on establishing long-term credibility, especially in the relatively new context of virtual racing. Maintaining, and building the virtual career offering is essential to strengthening relationships, demonstrating a robust corporate image. In addition, since trust and credibility have a significant impact on participant satisfaction in this type of event, managers must communicate the assurance that virtual careers offer an experience free of uncertainty and risk, which is particularly attractive to a new customer base interested in this format.Originality/valueThis article presents an original contribution by investigating the relationships between corporate image, credibility, trust, and satisfaction in the context of virtual sporting events. It employs a structural equation model to assess the significance and predictive capacity of these variables. Notably, the study identifies trust as the most influential factor in predicting participant satisfaction. These findings offer valuable insights into the relative importance of brand variables in shaping user satisfaction within the virtual sporting event domain. By shedding light on these dynamics, the research aids event managers in making informed resource allocation decisions, contributing to a nuanced understanding of brand impact in this context.
2024 International Journal of Sports Marketing and Sponsorship
doi: 10.1108/ijsms-02-2024-0045
While existing research has predominantly focused on the positive relationships between service quality and outcome variables, there has been limited investigation into the influence of food service quality on these variables or the moderating role of stadium atmosphere in the realm of sports marketing. This study aims to fill these gaps by examining the structural relationships between baseball stadium food quality, timeliness, satisfaction, and behavioral intention with an emphasis on the moderating effect of stadium atmosphere.Design/methodology/approachThe data were collected from spectators attending baseball games. This study established the validity of the measurement scale through confirmatory factor analysis, factor loadings, average variance extracted, and construct reliability using Cronbach’s alpha. In addition, this study employed structural equation modeling with maximum likelihood estimation to examine positive relationships and mediating effects and used Jamovi statistical software to conduct moderation analysis.FindingsThe findings demonstrate the significant impacts of food quality on satisfaction and behavioral intention, the positive effects of timeliness on satisfaction and behavioral intention, and the notable influence of satisfaction on behavioral intention. Additionally, this study found that satisfaction partially mediates the aforementioned relationships and that stadium atmosphere moderates these pathways.Originality/valueThis study contributes to the literature by addressing the impact of food service quality on outcome variables within sports marketing, an area that has received limited attention. Specifically, it examines how food quality and timeliness influence consumer satisfaction and behavioral intention. Furthermore, the study highlights the moderating role of stadium atmosphere, demonstrating its potential to enhance the relationship between food quality and consumer outcomes. These findings expand our understanding of consumer behavior in sports settings, offering practical strategies for team officials to enhance fan experiences. By diversifying menu options, optimizing concession operations, and collaborating with local vendors, team officials can significantly improve food service quality and create a more engaging stadium atmosphere.
2024 International Journal of Sports Marketing and Sponsorship
doi: 10.1108/ijsms-02-2024-0049
Chinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and domestic sportswear brands. The purpose of this study is to explore the spillover effect of Chinese domestic sportswear brands’ relationship quality to uncover the psychological mechanisms driving this preference shift.Design/methodology/approachThe study used a brand relationship quality scale based on Chinese Confucian yuanfen culture, considering it as a second-order reflective-formative construct. The survey generated 326 valid responses online. Due to the presence of second-order reflective-formative construct in the variables, SmartPLS 4.0 was used for hypothesis testing.FindingsInteraction belief, intimate interaction and happiness as formative dimensions of Confucian yuanfen brand relationship quality are validated, while emotional expression and tolerance are not. The Confucian yuanfen brand relationship quality has a spillover effect on product origin image and domestic sportswear brand preference. Product origin image has a mediating role between Confucian yuanfen brand relationship quality and domestic sportswear brand preference. However, consumer xenocentrism does not moderate the spillover effect of Confucian yuanfen brand relationship quality on domestic sportswear brand preference.Originality/valueThis study tests brand relationship quality from Confucian yuanfen perspective as a second-order reflective-formative construct. It contributes to understanding how Chinese consumers perceive their relationships with domestic sportswear brands. The results advance the current body of knowledge on brand relationship quality and spillover effect in sports marketing, indicating that Chinese sportswear brands can explore the possibility of co-opetition to achieve mutual benefits.
Schulz, Luc; Keller-Meier, Romano; Lang, Grazia; Nagel, Siegfried; Stieger, Raphael; Schlesinger, Torsten
2024 International Journal of Sports Marketing and Sponsorship
doi: 10.1108/ijsms-01-2024-0023
Many voluntary sports clubs face financial difficulties and consequently turn to external funding sources. Recent developments suggest that sports clubs have been successful in significantly increasing sponsorship income by professionalizing their sponsorship activities. However, not much is known about how voluntary sports clubs professionalize their sponsorship management (e.g. sponsorship staff). This study seeks to gain a deeper understanding of the components addressed and the practices used by voluntary sports clubs to professionalize their sponsorship.Design/methodology/approachAn exploratory case study was conducted to gain in-depth insights into voluntary sports clubs’ organizational developments in the context of sponsorship management. Data were collected from six sports clubs through document analyses and problem-centered interviews with decision makers. The data were analyzed using a qualitative content analysis approach, which included both deductive and complementary inductive coding of the data.FindingsThe results show that the components addressed in the professionalization of sponsorship management are reflected in three dimensions: “people and positions” (e.g. sponsorship staff), “structures and processes” (e.g. differentiation of responsibilities), and “strategies and activities” (e.g. sponsorship rights orientation). It was also found that clubs, which have diverse characteristics and levels of professionalization, pursue distinct approaches.Originality/valueIn contrast to studies on professional sports organizations that focus primarily on the sponsor’s perspective, this study sheds light on sponsorship management in sports clubs in the non-profit sector. The findings can help voluntary sports clubs to transform their sponsorship management strategically and increase sponsorship income in the long term.
Trail, Galen; Kim, Ari; Bang, Hyejin; Braunstein-Minkove, Jessica R.
2024 International Journal of Sports Marketing and Sponsorship
doi: 10.1108/ijsms-05-2024-0111
Despite the use of plagiarism-checking software and current ethical guidelines in sport management journals, raising awareness of ethical concerns and potential risks of artificial intelligence (AI) applications is necessary. This paper discusses how AI affects ethical research and publishing and provides guidelines for sport management scholars to ensure quality and integrity of their research.Design/methodology/approachA comprehensive review and critical analysis of literature was performed to evaluate research ethics, potential risks, and guiding principles for the use of AI in research.FindingsEthical research guidelines for quantitative sport management research were proposed. The guidelines encompass seven principles for the proper use of AI and ethical conduct specific to the research methods, data analysis, and results, which would be challenging for AI to accurately replicate.Originality/valueThis study provides an original contribution to the field of sport management because numerous questions concerning ethics and AI have not been addressed until now. The guidelines are suitable for use by sport management scholars, concerning the accuracy, validity, and quality of research while mitigating ethical risks in AI-generated content.
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