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Journal articles on the topic 'Consumer's leagues'

Author: Grafiati

Published: 4 June 2021

Last updated: 28 July 2025

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1

Asada, Akira, and Christopher McLeod. "Consumer Responses to Sports Leagues’ Employer Branding: Psychological Contract Formation and Breach." Sport Marketing Quarterly 34, no. 1 (2025): 74–90. https://doi.org/10.32731/smq.341.032025.06.

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Employer branding has recently begun to attract attention in sport management to explain unique branding efforts by sports leagues. Although previous research has discussed its effectiveness in athlete recruitment and retention, little is known about how employer branding affects consumers. In this study, we conceptualized a sports league’s employer branding as a psychological contract between the league and athletes and examined how consumers react to the formation and breach of such a contract. Our experimental studies suggested that sports leagues can improve their credibility and consumers

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2

Katin, G. A., and A. A. Furenko. "Formation of a range of sports league services." Entrepreneur’s Guide 14, no. 4 (2021): 163–74. http://dx.doi.org/10.24182/2073-9885-2021-14-4-163-174.

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The article discusses the features of sports league services. Special attention is paid to the factors that influence the formation of the nomenclature of sports league services, as a structured list of products offered that may be in the league’s assortment. As the main of such factors, consumers are singled out, which make it possible to divide the services of sports leagues into commercial and non–commercial. The development of these groups of the range of services of sports leagues occurs in different ways. The main sources of profit in the activities of professional sports leagues are the

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3

Kunkel, Thilo, Daniel Funk, and Ceridwyn King. "Developing a Conceptual Understanding of Consumer-based League Brand Associations." Journal of Sport Management 28, no. 1 (2014): 49–67. http://dx.doi.org/10.1123/jsm.2011-0153.

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Existing research has primarily focused on sport teams as brands, overlooking the branding of professional sport leagues. Professional sport leagues are required to build and leverage their brand associations to be sustainable and to help affiliated teams. This study integrated existing team brand association research with brand architecture literature to examine league brand associations from a consumer perspective. A freethought listing pilot test (N= 22) was followed by semistructured interviews (N= 26) to uncover 17 brand associations linked with professional sport leagues. Online question

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Kunkel, Thilo, Daniel Funk, and Brad Hill. "Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty With Professional Sport Leagues and Teams." Journal of Sport Management 27, no. 3 (2013): 177–92. http://dx.doi.org/10.1123/jsm.27.3.177.

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Understanding brand relationships as perceived by consumers is important for the successful management and marketing of connected brands. Brand architecture and consumer behavior literature was integrated in this study to examine brand relationships between professional sport leagues and teams from a consumers’ perspective. Online questionnaire data were gathered from football consumers (N= 752) to test the influence of leagues and teams on consumer loyalty. Consumers were segmented into three theoretically identified sport brand architecture groups: league dominant, team dominant, and codomin

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Kunkel, Thilo, Daniel C. Funk, and Daniel Lock. "The Effect of League Brand on the Relationship Between the Team Brand and Behavioral Intentions: A Formative Approach Examining Brand Associations and Brand Relationships." Journal of Sport Management 31, no. 4 (2017): 317–32. http://dx.doi.org/10.1123/jsm.2016-0166.

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Understanding the role of the league brand on consumers’ support for individual teams is important for the successful management and marketing of both leagues and teams. In the current research, brand architecture and brand association literature are integrated to examine the role of the league brand on the relationship between the team brand and team-related behavior. Data from an online survey of professional soccer league consumers (N = 414) were analyzed using structural equation modeling with bootstrapping procedures. The relationship between the team brand and team-related behavior was p

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Armstrong, Ketra L. "A Quest for a Market: A Profile of the Consumers of a Professional Women’s Basketball Team and the Marketing Implications." Women in Sport and Physical Activity Journal 8, no. 2 (1999): 103–26. http://dx.doi.org/10.1123/wspaj.8.2.103.

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Women’s sports is at an all-time high, as evidenced by the emergence of a number of professional women’s sport leagues (such as basketball, baseball, and fast-pitch softball). Notwithstanding the growth and popularity of women’s sports, these leagues will have to compete with other forms of leisure for consumers’ discretionary time and resources. Since financial stability is vital to the longevity of the developing women’s leagues, the competition for consumers will require a greater need for the marketers of women’s professional sport organizations to understand the variety of factors that in

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Martinez, Misael, and Jonathan Willner. "Competitive Balance and Consumer Demand in the English Football League." Applied Finance and Accounting 3, no. 2 (2017): 49. http://dx.doi.org/10.11114/afa.v3i2.2411.

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Competitive balance in sports leagues is often used to justify revenue sharing agreements. The justification is that competitive balance leads to higher attendance and higher attendance generates more revenues. By sharing revenue, small market teams can afford to pay for high quality talent, assuring more equal distribution of that talent. Unlike US professional leagues, English football operates under a system of relegation and promotion so that at the end of each season the worst performing teams are "relegated" and the top performing teams in the next level down are "promoted". This may ser

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Sweeney, Kristi, Megan Schramm-Possinger, Elizabeth A. Gregg, and Harriet Stranahan. "Predicting Consumer Commitment: A Case Study of the NFL and Ray Rice." Case Studies in Sport Management 5, no. 1 (2016): 89–94. http://dx.doi.org/10.1123/cssm.2015-0048.

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This case explores the potential implications of the National Football League’s (NFL) domestic violence problem. The purpose of this case study is to introduce students to logistic regression analysis. The case uses this method to address if the NFL’s Ray Rice domestic violence scandal will impact consumer behavior and loyalty toward the league. Given the significant role loyalty and retention has on profitability, the case investigates whether the Rice incident influenced fan decision-making, paying close attention to female consumers. The framework of analysis considers fan perceptions of th

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Cheng, Bingxu, Do Young Pyun, and Serhat Yilmaz. "Development of the Brand Equity Measurement Scale of the Premier League in the Chinese Market." Sport Marketing Quarterly 34, no. 1 (2025): 60–73. https://doi.org/10.32731/smq.341.032025.05.

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Despite the popular investigation of brand equity in team sport and domestic markets, few studies have provided insight into sport brand equity at a league level and in international markets. This paper is dedicated to the development and empirical validation of a brand equity measurement scale tailored for the Premier League in the Chinese market. A multidimensional measurement model for the league's brand equity was conceptualized. Using two sample sets from Chinese consumers of the league, the proposed measurement scale was tested by exploratory factor analysis and confirmatory factor analy

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10

Namkung, Jin, and Joon Sung Lee. "Impacts of Self-construal Level on Sport Consumer Response to Athlete Scandals: Cross-cultural Approach." Korean Journal of Sport Science 32, no. 4 (2021): 562–72. http://dx.doi.org/10.24985/kjss.2021.32.4.562.

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PURPOSE This study aimed to test the impact of sport consumers‘ self-construal levels on their responses toward an athlete scandal by conducting a cross-cultural experimental study. In particular, it focused on sport consumers’ subsequent responses toward an athlete scandal, such as the perceived target of responsibility and perceived the main agent for the public apology.METHODS Participants (total=151; KOREA=75, USA=76) were selected for a cross-national comparative study. MANCOVA and Descriptive Statistical Analysis were conducted using the SPSS Windows program version 26.0 to validate the

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11

Butler, Bryan, and Michael Sagas. "Making Room in the Lineup: Newspaper Web Sites Face Growing Competition for Sports Fans’ Attention." International Journal of Sport Communication 1, no. 1 (2008): 17–25. http://dx.doi.org/10.1123/ijsc.1.1.17.

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Each day, fans, journalists, and others look online for information about sports, leagues, and teams. Newspapers have developed Web sites that, in part, help them expand the audience for their sports coverage. Other sites also have developed that aim to attract sports fans. One type of Web site, the “fan site,” is a specialized site that focuses on one team or league. As newspaper Web sites and fan sites look to attract Internet sport consumers and advertisers, their sites have grown increasingly similar. This article looks at some of the ways that the two types of sites have grown to be more

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Fujak, Hunter, Stephen Frawley, Heath McDonald, and Stephen Bush. "Are Sport Consumers Unique? Consumer Behavior Within Crowded Sport Markets." Journal of Sport Management 32, no. 4 (2018): 362–75. http://dx.doi.org/10.1123/jsm.2017-0318.

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Sport consumers and markets have traditionally been thought to exhibit unique behaviors from traditional consumer products, particularly in respect to perceptions of loyalty. Yet, despite sport landscapes becoming increasingly crowded, there has been scant research measuring consumers’ repeat behavior in the context of the dense sports market. Through this research, we address this gap by applying Dirichlet modeling against the behaviors of 1,500 Australian sport consumers. Two questions are explored: First, do sport attendance markets exhibit purchase characteristics distinct from typical con

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Gong, Bo, Nathan David Pifer, Jerry Junqi Wang, et al. "Fans' Attention to, Involvement in, and Satisfaction with Professional Soccer in China." Social Behavior and Personality: an international journal 43, no. 10 (2015): 1667–82. http://dx.doi.org/10.2224/sbp.2015.43.10.1667.

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We investigated the level of Chinese soccer fans' satisfaction with the development of professional soccer in China on the basis of their attention to, and involvement with, the Chinese Football Association Super League (CSL) and its teams. Research participants (N = 926) were spectators at CSL games who responded to a questionnaire. Results revealed that the attention consumers paid to, and their involvement with, the CSL were negatively related to their satisfaction with the league's operation and marketing. These findings contradict existing theories and beliefs that positive consumer cogni

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Santomier, James, Harald Dolles, and Reinhard Kunz. "The National Basketball Association’s (NBA) Digital Transformation: An Explanatory Case Study." Quality in Sport 11, no. 1 (2023): 63–80. http://dx.doi.org/10.12775/qs.2023.11.01.005.

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Purpose. Digital transformation in the global sport industry has resulted in digitally focused business strategies, innovative business models, targeted social media marketing strategies, increased consumer, and sponsor demand, accelerated growth in women’s sports, and streaming media (OTT) worldwide. This paper aims to study the case of the U.S.-based National Basketball Association’s (NBA) digital transformation, including multiple interactions of actors in the digital transformation process. A key aim is understanding the synergies resulting from the league’s integration of digital technolo

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15

Haydu, Jeffrey. "Consumer Citizenship and Cross-Class Activism: The Case of the National Consumers' League, 1899-1918." Sociological Forum 29, no. 3 (2014): 628–49. http://dx.doi.org/10.1111/socf.12107.

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Rodríguez, Diego Berraquero, Ana María Gallardo Guerrero, Carlos Chavarría-Ortiz, and Rafael Baena-González. "Instagram as a communication tool in sports: A case study of handball." Journal of Digital & Social Media Marketing 12, no. 2 (2024): 165. http://dx.doi.org/10.69554/hcpw9766.

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Social networks are essential digital marketing tools that allow brands to build relationships with consumers. However, there is little evidence of their value in the field of sports. This study investigates what motivates handball fans to interact with handball organisations in four different countries, identifying digital communication patterns, and exploring the role of Instagram as a tool for participation. The paper focuses on one handball league from each of the study territories, namely: Liga Asobal (Spain), Liga Andebol (Portugal), Ligue Nationale de Handball (France) and Liqui Moly HB

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17

Son, Jaeman, Stephen W. Dittmore, and Younghwan Choi. "Understanding the Relationship between Corporate Social Responsibility, Team Identification, and Behavioral Intention with the Mediating Effect of Satisfaction in Korean Professional Baseball League." Sustainability 15, no. 10 (2023): 8381. http://dx.doi.org/10.3390/su15108381.

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The purpose of this study was to propose and test a theoretical model that explored the relationship among perceived CSR, team identification, and satisfaction, along with behavioral intention in the context of the Korea Baseball Organization (KBO) league. The study utilized a total of 523 respondents who attended the KBO league’s playoff games. The result of this study indicated that perceived CSR is positively related to consumers’ satisfaction and team identification which in turn affects sports fans’ consumer behavior. In addition, this study highlighted the mediating effect of customer sa

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18

Mitchell, Ian. "Ethical shopping in late Victorian and Edwardian Britain." Journal of Historical Research in Marketing 7, no. 3 (2015): 310–29. http://dx.doi.org/10.1108/jhrm-08-2014-0021.

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Purpose – The purpose of this paper is to demonstrate the significance and limitations of ethical shopping in Britain in the period between the 1880s and 1914 and, in particular, the use of white lists as a means of encouraging consumers only to buy goods produced in satisfactory working conditions. Design/methodology/approach – A brief survey of earlier examples of ethical shopping provides the context for a discussion of the published prospectus of the “Consumers” League’. Unpublished records of the Christian Social Union (CSU), supplemented by newspaper reports, are used to examine the rati

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19

Gemar, Adam. "Sport in broader leisure lifestyles: An analysis of the professional sport consumer’s cultural engagement." International Review for the Sociology of Sport 55, no. 3 (2018): 291–309. http://dx.doi.org/10.1177/1012690218807363.

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Despite the prevalence of professional sport in contemporary societies, there is little known by academics about professional sports consumers. We know much more about other cultural domains, such as music and the arts. This study examines consumption and sport in Canada to further understand how patterns of sports consumption fit into broader leisure lifestyles. Through investigation of how five professional sports leagues in Canada are consumed, this paper draws conclusions about the lifestyle of these consumers to assess which prevailing theories of cultural consumption are most useful for

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20

Grant, Susan. "The National Consumers League's Call for Action." Journal of Digital Forensic Practice 1, no. 2 (2006): 99–101. http://dx.doi.org/10.1080/15567280600995675.

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21

He, Qinlin. "Research On Niche Market Popularization and Development Strategy of International Mainstream Sports Events: A Case Study Based on MLB In China." Highlights in Business, Economics and Management 41 (October 15, 2024): 301–6. http://dx.doi.org/10.54097/3z0ctm05.

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Major league Baseball (MLB), as one of the four major professional sports leagues in the United States, has a large number of spectators in countries including the US, Japan, Korea and Cuba. However, it is not as successful in China, an enormous sports market with numerous consumers, as it is in these countries. This paper will first introduce MLB and analyze its marketing strategies on social media and in other ways. Next, the paper will use the “4Ps” business model (price, product, place and promotion) to compare MLB’s strategies with NBA’s ones, which make NBA rather popular in China. In co

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Kelley, Florence. "Aims and Principles of the Consumers' League." Athenea Digital. Revista de pensamiento e investigación social, no. 14 (November 2, 2008): 317. http://dx.doi.org/10.5565/rev/athenea.585.

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Kelley, Florence. "Aims and Principles of the Consumers' League." Athenea Digital. Revista de pensamiento e investigación social, no. 14 (November 2, 2008): 317. http://dx.doi.org/10.5565/rev/athenead/v0n14.585.

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Black, Lawrence. "The market imperfections of business, shoppers and consumerism: Esther Peterson and the legacies of the National Consumers’ League." Historical Research 92, no. 255 (2018): 205–27. http://dx.doi.org/10.1111/1468-2281.12253.

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Kahn, Lawrence M. "Sports League Expansion and Consumer Welfare." Journal of Sports Economics 8, no. 2 (2007): 115–38. http://dx.doi.org/10.1177/1527002505281227.

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Sweeney, Kristi, and Megan Schramm-Possinger. "Do Stadium Upgrades Influence Fan Attendance? The Case of the Jacksonville Jaguars." Case Studies in Sport Management 5, no. 1 (2016): 73–79. http://dx.doi.org/10.1123/cssm.2015-0029.

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Understanding factors that influence live game-day attendance has garnered significant attention from both researchers and practitioners in the sport industry. Despite the National Football League’s unprecedented annual revenues, league attendance remains down, spurring large-scale investment into the game-day experience (Florio, 2008). In this case, students will perform various statistical analyses (i.e., computing chi-square tests of independence, t tests, effect sizes [Cohen’s d], and confidence intervals) to determine which factors most strongly influence fan attendance at Jacksonville Ja

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Feng, Yan, Jinbao Wang, and Yeujun Yoon. "Online Webcast Demand vs. Offline Spectating Channel Demand (Stadium and TV) in the Professional Sports League." Sustainability 12, no. 23 (2020): 9906. http://dx.doi.org/10.3390/su12239906.

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This study investigates the online spectating behavior of sports fans. Due to the great mobility and low opportunity/switching costs, webcast sports fans’ spectating behaviors are distinct from those associated with traditional spectating channels such as stadium attendance or TV viewership. We explore the unique characteristics of online webcast demand in professional sports leagues by rigorously modeling all three spectating choices of sports fans. To consider the substitute relationship of the three spectating choices simultaneously, we employ a BLP (Berry–Levinsohn–Pakes)-style random coef

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Salvador, Michael. "The rhetorical subversion of cultural boundaries: The national consumers’ league." Southern Communication Journal 59, no. 4 (1994): 318–32. http://dx.doi.org/10.1080/10417949409372951.

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Lin, Hsin-Chen, and Patrick F. Bruning. "Comparing consumers’ in-group-favor and out-group-animosity processes within sports sponsorship." European Journal of Marketing 54, no. 4 (2020): 791–824. http://dx.doi.org/10.1108/ejm-03-2018-0195.

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Purpose The paper aims to compare two general team identification processes of consumers’ in-group-favor and out-group-animosity responses to sports sponsorship. Design/methodology/approach The paper draws on two studies and four samples of professional baseball fans in Taiwan (N = 1,294). In Study 1, data from the fans of three teams were analyzed by using multi-group structural equation modeling to account for team effects and to consider parallel in-group-favor and out-group-animosity processes. In Study 2, the fans of one team were sampled and randomly assigned to assess the sponsors of on

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Cisyk, Jeffrey. "Impacts of Performance-Enhancing Drug Suspensions on the Demand for Major League Baseball." Journal of Sports Economics 21, no. 4 (2020): 391–419. http://dx.doi.org/10.1177/1527002520906529.

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In 2005, Major League Baseball (MLB) introduced a new policy regarding the use of performance-enhancing drugs (PEDs) wherein the league would not only suspend but also publicly name any player who tested positive for banned PEDs. Using the estimated television audience size of MLB games from 2006 to 2012, these PED suspension announcements provide a unique natural experiment to test how consumers react to news of PED use. This study finds that PED announcements have two major impacts on the demand for baseball. First, there is on average an immediate 9.3% reduction in the television audience o

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Амантаева, Ж. А., and Л. К. Кошербаева. "MANAGEMENT OF PATIENT COMPLAINTS IN PRIMARY HEALTH CARE ORGANIZATIONS TO IMPROVE THE QUALITY OF MEDICAL CARE (LITERATURE REVIEW)." Farmaciâ Kazahstana, no. 1 (June 30, 2021): 65–70. http://dx.doi.org/10.53511/pharmkaz.2021.68.30.019.

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В данной статье представлен научно-литературный обзор факторов, влияющих на возникновение жалоб потребителей медицинских услуг и их управление. Приведена информация о том, в каком объеме поступают медицинские жалобы, в национальную лигу потребителей. В статье приведены в качестве примера жалобы потребителей медицинских услуг не только в Казахстане, но и зарубежом. This article presents a scientific and literary review of the factors that influence the occurrence of complaints of consumers of medical services and their management. Information is provided on the extent to which medical complaint

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McCarthy, M. "League was based on consumer survey sponsored by drug industry." BMJ 344, jun01 1 (2012): e3868-e3868. http://dx.doi.org/10.1136/bmj.e3868.

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Khondker, Habibul Haque, and Roland Robertson. "Glocalization, consumption, and cricket: The Indian Premier League." Journal of Consumer Culture 18, no. 2 (2018): 279–97. http://dx.doi.org/10.1177/1469540517747094.

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With India’s robust, neo-liberal economic growth and the growing buying power of the Indian consumers, cricket, a popular sport in India, too, has been transformed. Indian Premier League is a short-format, high-value cricket league that features major international cricket stars who come to India to join one of the eight franchised teams that take part in this competitive tournament. Using the sociological framework of glocalization, this article argues that the intersection of the global economic forces and the local culture that celebrates cricket has created a glocal space for its performan

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Tavormina, Alyssa L., and Doyeon Won. "Promotional Factors Affecting Potential College Student Consumer's Decisions to Attend Minor League Baseball Games." Event Management 20, no. 4 (2016): 467–76. http://dx.doi.org/10.3727/152599515x14229071393133.

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Butler, Robert, and Patrick Massey. "Has Competition in the Market for Subscription Sports Broadcasting Benefited Consumers? The Case of the English Premier League." Journal of Sports Economics 20, no. 4 (2018): 603–24. http://dx.doi.org/10.1177/1527002518784121.

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This paper investigates the peculiar nature of competition in the broadcasting market for live English Premier League matches in the United Kingdom. Following the movement from free-to-air to subscription television in 1992, British Sky Broadcasting secured a monopoly on live broadcasting rights. The exclusive arrangements were later found to be in breach of European competition law and resulted in competition from the start of the 2007-2008 season. However, competition has not reduced prices charged to consumers. Both the overall cost to consumers and the price per game are higher with compet

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Boyce, Wesley S., Joseph Morris, and Patrick M. Tracy. "COVID-19 and the Changes in Daily Streaming Behavior of Consumers in the United States." International Journal of Business Analytics 8, no. 3 (2021): 26–39. http://dx.doi.org/10.4018/ijban.2021070103.

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In response to the 2019 novel coronavirus (COVID-19) pandemic, many aspects of day-to-day life were considerably altered. Professional sports leagues, educational institutions, public worship, and workplace closures were commonplace. Quarantines and lockdowns put public life on hold due to social distancing requirements. As a result, internet users increased their web activity as a way of staying connected and passing the time. In this manuscript, streaming activity on Facebook Gaming, YouTube Gaming, Mixer, and Twitch is analyzed to discover changes in consumption. It is compared to school cl

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Hartley, David. "Values Added: Some Sociological Interpretations of Values Education." Scottish Educational Review 29, no. 2 (1997): 163–73. http://dx.doi.org/10.1163/27730840-02902008.

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In its quest for efficiency gains, the Conservative government since 1979 increasingly framed education policy within the metaphor of a market; or, more precisely, within that of a quasi-market (Glennerster, l99l). To this end, parents have been re-defined as consumers who will seek an effective school. In order to help them, the government has published allegedly objective measures of the effectiveness of schools, largely in the form of league tables. Of late it has added values education to its previous concern about value-added measures of attainment. Alongside the search for value for mone

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Moura, Bruno Melo, and André Luiz Maranhão de Souza-Leão. "Consumption attachments of Brazilian fans of the National Football League." Innovation & Management Review 17, no. 3 (2020): 251–66. http://dx.doi.org/10.1108/inmr-02-2019-0015.

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Purpose The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments. Design/methodology/approach The m

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Gil Juárez, Adriana. "Claiming for a political ethics of comsumption: Florence Kelley and the Consumer’s League." Athenea Digital. Revista de pensamiento e investigación social, no. 14 (November 3, 2008): 311. http://dx.doi.org/10.5565/rev/athenea.584.

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Gil Juárez, Adriana. "Claiming for a political ethics of comsumption: Florence Kelley and the Consumer’s League." Athenea Digital. Revista de pensamiento e investigación social, no. 14 (November 3, 2008): 311. http://dx.doi.org/10.5565/rev/athenead/v0n14.584.

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Foley, Mark, and Fred H. Smith. "Consumer discrimination in professional sports: new evidence from major league baseball." Applied Economics Letters 14, no. 13 (2007): 951–55. http://dx.doi.org/10.1080/13504850600705935.

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Watanabe, Nicholas M., Grace Yan, and Brian P. Soebbing. "Consumer Interest in Major League Baseball: An Analytical Modeling of Twitter." Journal of Sport Management 30, no. 2 (2016): 207–20. http://dx.doi.org/10.1123/jsm.2015-0121.

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Understanding how consumers interact with sport brands on digital platforms is of increasing importance to the sport industry. In this study, through a nexus of consumer behavior and economic literatures, the examination focuses on consumer interest in major league baseball teams on social media platforms from July 2013 to June 2014. Specifically, two generalized least squares regression models were used that considered a variety of factors, including market characteristics, scheduling, and social media use and management. The findings display varying results of short- and long-term consumer i

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Mondello, Michael, Brian M. Mills, and Scott Tainsky. "Shared Market Competition and Broadcast Viewership in the National Football League." Journal of Sport Management 31, no. 6 (2017): 562–74. http://dx.doi.org/10.1123/jsm.2016-0222.

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This work evaluates the cross-quality elasticity of related products in the context of Nielsen Local People Meter ratings of all regular season broadcasts from 2010 through 2013 from six National Football League teams in three shared markets. Using a fixed effects panel regression, we do not uncover evidence that viewers are swayed by the success of a rival market team in their aggregate viewership patterns, contrary to what has been found in Major League Baseball. In addition, when within-market rivals play one another, we find that viewership levels increase but in a way that indicates consi

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Kunkel, Thilo, Jason P. Doyle, Daniel C. Funk, James Du, and Heath McDonald. "The Development and Change of Brand Associations and Their Influence on Team Loyalty Over Time." Journal of Sport Management 30, no. 2 (2016): 117–34. http://dx.doi.org/10.1123/jsm.2015-0129.

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The importance of team brand associations in sport management research is well documented, but the formation and stability of these associations has not been investigated. The current research tested the development, change, and predictive ability of brand associations over time. Longitudinal quantitative data were collected from consumers of a new Australian Football League (AFL) team (N = 169) at 3 points in time. One-sample t-tests revealed that brand associations had developed through marketing communications and the launch of the team before the team had played its first AFL game. Repeate

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Dalangin, Jerico John G., Luigi L. Pascua, Rob Jason Aquino, and Efren P. Cereno Jr. "Mediating the sport consumer behaviour model: Analysis in non-sporting brand." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 4, no. 2 (2020): 282. http://dx.doi.org/10.25139/jsk.v4i2.2386.

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In the Philippines, sports sponsorship has already found its way, as companies invest in sponsoring a team or creating their brand of league. In volleyball, a pizza chain created an entire volleyball league, even though its products are not connected with sports nor even a healthy option food. This study was conducted in a Philippines private university whose total population was 2,200 during the time of the study. Slovin’s Formula was used to select 338 respondents. Mediation analysis was done to explore the direct and indirect effects between the independent and dependent variables. Regressi

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Wang, Hsing-Wen, Yen-Chun Wu, and Tse-Ping Dong. "Exploring the Impacts of Social Networking on Brand Image and Purchase Intention in Cyberspace." JUCS - Journal of Universal Computer Science 21, no. (11) (2015): 1425–38. https://doi.org/10.3217/jucs-021-11-1425.

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Social networking websites have become increasingly popular, and have also become the main media not only to connect lives socially, but also to affect brand image and consumers' purchase intention. The purpose of this paper is to incorporate the Facebook fan page and e-journal provide over the Internet (cloud e-journal) with the uses and gratification theory to test the impact on brand image and purchase intention through the use of cloud learning. We used cloud learning material from the Ivy League in Taiwan in our case study. This paper also applied structural equation modeling to analyze t

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Kim, Joon Kyoung, Holly Overton, Kevin Hull, and Minhee Choi. "Examining public perceptions of CSR in sport." Corporate Communications: An International Journal 23, no. 4 (2018): 629–47. http://dx.doi.org/10.1108/ccij-05-2018-0060.

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PurposeThe purpose of this paper is to investigate how the public views two corporate social responsibility (CSR) initiatives practiced by a Major League Baseball (MLB) team. This study examined the role of perceived fit between an MLB team and its two CSR initiatives in shaping consumers’ intentions to support the team’s CSR efforts.Design/methodology/approachA between-subjects experiment (n=207) was conducted using Amazon’s Mechanical Turk to examine the impact of CSR fit on consumers’ patronage intentions.FindingsThe results of this study showed that consumers’ perceived fit between sports

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Park, Junghwan, Young Ik Suh, and Paul M. Pedersen. "Examining Spectator Motivations in Major League Baseball: A Comparison between Senior and Non-senior Consumers." CHOREGIA 12, no. 2 (2016): 13–36. http://dx.doi.org/10.4127/ch.2016.0110.

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Min, Sophia D., James J. Zhang, Minkil Kim, and Chong Kim. "Understanding consumers of Asian female sports: a case study of the Women's Korean Basketball League." International Journal of Sport Management and Marketing 15, no. 1/2 (2014): 19. http://dx.doi.org/10.1504/ijsmm.2014.069083.

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Lednev, Vladimir A. "Increasing Competition in the Process of Commercialization in the Sports Industry." Journal of Modern Competition 15, no. 4 (2021): 40–49. http://dx.doi.org/10.37791/2687-0657-2021-15-4-40-49.

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The article provides a preliminary analysis of the development of commercialization in the sports industry in the “pandemic period”. The entire global sports industry is going through difficult times, as many sports organizations (federations, professional leagues and clubs) have lost a certain part of their income. This became especially noticeable when there were serious restrictions on the presence of fans at sports events. Therefore, now many sports organizations have serious financial problems, including such as the IOC, international sports federations, professional leagues and clubs, bo

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