Journal articles: 'Consumer behaviour in sport'

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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 consumer markets? Second, do consumers treat sport leagues as complimentary or substitutable goods? The results provide evidence that consumer patterns within the sport attendance market are consistent to other repeat-purchase consumer markets. This finding further diminishes the long-held notion that sport requires unique methods of management. Furthermore, it was found that fans consume sport teams as complimentary products. As sport teams largely share their fans with other teams, practitioners must reorient their expectations around fan loyalty.

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Samra, Balwant, and Anna Wos. "Consumer in Sports: Fan typology analysis." Journal of Intercultural Management 6, no. 4-1 (2014): 263–88. http://dx.doi.org/10.2478/joim-2014-0050.

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AbstractSport fan loyalty is important to attain within a culturally rich and global audience as loyal sport fans are unique consumers. The ability to adequately understand what motivates the sports consumer is an important requirement for sport managers. This paper proposes that a greater understanding of fandom will contribute to a better understanding of the concept of loyalty. Although there is research regarding typology of fans and loyalty, but even within sport advocates group there may be sub-categories that can explain loyalty behaviour further. This research analyses types of sport fans in different disciplines in the UK, as an example of diverse society to explore factors determining category of fans.

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Bodet, Guillaume. "Consumer Behaviour in Sport and Events." European Sport Management Quarterly 11, no. 2 (2011): 193–95. http://dx.doi.org/10.1080/16184740903554181.

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Yoshida, Masayuki. "Sport Consumer Behavior." Japanese Journal of Sport Management 3, no. 1 (2011): 5–21. http://dx.doi.org/10.5225/jjsm.2011-002.

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Darvin, Lindsey, and Michael Sagas. "Objectification in Sport Media: Influences on a Future Women’s Sporting Event." International Journal of Sport Communication 10, no. 2 (2017): 178–95. http://dx.doi.org/10.1123/ijsc.2017-0022.

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Gendered processes in the sport industry often perpetuate male dominance and female inferiority. While these gendered occurrences have been well documented, the outcomes of such processes are underexplored. Under the guidance of objectification theory and the production–reception relationship, the authors investigated the influence of objectification in sports-media outlets’ coverage of a female sporting event for a national sample of U.S. consumers (N = 225). In addition, given the lack of coverage directed toward female sporting events, the current study investigated the influence of previous viewership on consumer behaviors for a future women’s sporting event. Findings suggest that processes of objectification influence both men’s and women’s consumer behaviors and that previous viewership influences future consumer-behavior motives. Furthermore, objectified images and language did not adversely affect future consumer behaviors for those who had previously viewed a similar women’s sporting event. Sport-media and communications professionals alike can leverage these relationships.

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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. Regression analysis was also conducted to test the prediction of the latent variables. Based on the result, constructs of sports consumer behaviour (Involvement, Sport Attachment, Brand Image, Word of Mouth, and Purchase Intentions) in sports sponsorship activity could be effective in the Philippine setting. It can be lauded that, sports attachment, brand image, income and educational attainment could profoundly influence word of mouth and purchase intention separately. This means that respondents who have sports attachments, perspectives on brand image, certain educational attainment levels, and middle and upper disposable income can be useful whether they are exposed to the brand as long as the sports sponsor can turn into a brand ambassador who can provide testimonials to the brand or people who can contribute to brand sales.

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Funk, Daniel C. "Introducing a Sport Experience Design (SX) framework for sport consumer behaviour research." Sport Management Review 20, no. 2 (2017): 145–58. http://dx.doi.org/10.1016/j.smr.2016.11.006.

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Bae, John, Doris Lu-Anderson, Junya Fujimoto, and Andre Richelieu. "East Asian college consumer decision-making styles for sport products." Sport, Business and Management: An International Journal 5, no. 3 (2015): 259–75. http://dx.doi.org/10.1108/sbm-11-2012-0051.

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Purpose – Purchasing behaviors have been studied in various countries. Previous studies involving consumer decision-making styles for sport products have only been seen in one country in order to either identify factors of Purchase Style Inventory for Sport Products (PSISP) or classify consumer shopping behaviors. Therefore, the purpose of this paper was to identify consumers’ decision-making styles (shopping styles) for sport products from Japanese, Singaporean, and Taiwanese college-aged consumers. Design/methodology/approach – The scale of PSISP was adapted to measure consumer decision-making styles (shopping styles) for sport products. This instrument is composed of 35 items under nine dimensions. CFA, 3 (Nationality) × 2 (Gender) MANOVA and ANOVA were employed. Findings – According to the results of this study, there were significant different decision-making styles among three different countries in East Asia. Overall, Japanese male and female college-aged students exhibited higher brand consciousness than Singaporean and Taiwanese males and females. Research limitations/implications – As consumers from different countries show different lifestyle, education, economic, religion, and culture, they might have their unique shopping styles. Therefore, the dimensions related to decision-making styles need to be explored, and the scale needs to be validated using a substantial sport industry sample in the future study. Practical implications – This study helps East Asian advertisers or markets to rethink and develop appropriate marketing strategies as well as to understand the different decision-making styles of local consumers and better approach new and existing consumer markets. Originality/value – This paper is important for international sports marketers to predict consumer shopping patterns and maintain proper inventory levels, particularly when marketing in global markets.

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Kim, Jun Woo, Marshall Magnusen, and Yu Kyoum Kim. "A Critical Review of Theoretical and Methodological Issues in Consumer Satisfaction Research and Recommendations for Future Sport Marketing Scholarship." Journal of Sport Management 28, no. 3 (2014): 338–55. http://dx.doi.org/10.1123/jsm.2013-0084.

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The purpose of this study is to provide a critical review of how consumer satisfaction research in the sport management and the nonsport literatures has developed over the past several decades, and, with that information, to propose a new comparison standard in the formation of sport consumer satisfaction. Though several alternative explanations of consumer satisfaction have been developed, expectancy-disconfirmation framework is the theoretical foundation most used in consumer satisfaction research. However, expectancy-disconfirmation theory does not allow researchers to fully assess the potential complexity of sport consumer satisfaction. Therefore, in addition to recommendations for improving the application of expectancy-disconfirmation, we also propose counterfactual thinking as an alternative comparison standard in determining sport consumer satisfaction. The proposed framework contributes to the literature on sport consumer behavior by illustrating how sport consumers use a “what might have been” rather than “what was” heuristic to explain satisfaction judgments with their sport consumption experiences.

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Angosto, Salvador, Jerónimo García-Fernández, Irena Valantine, and Moisés Grimaldi-Puyana. "The Intention to Use Fitness and Physical Activity Apps: A Systematic Review." Sustainability 12, no. 16 (2020): 6641. http://dx.doi.org/10.3390/su12166641.

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Recently the development of new technologies has produced an increase in the number of studies that try to evaluate consumer behavior towards the use of sports applications. The aim of this study is to perform a systematic review of the literature on the intention to use mobile applications (Apps) related to fitness and physical activity by consumers. This systematic review is a critical evaluation of the evidence from quantitative studies in the field of assessment of consumer behavior towards sport applications. A total of 13 studies are analyzed that propose models for evaluating the intentions to use fitness applications by sport consumers. The results revealed several key conclusions: (a) Technology Acceptance Model is the most widely used model; (b) the relationship between perceived utility and future intentions is the most analyzed; and (c) the most evaluated applications are diet/fitness. These findings could help technology managers to know the most important key elements to take into account in the development of future applications in sport organizations.

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Zhou, Xiaochen, Daniel C. Funk, Lu Lu, and Thilo Kunkel. "Solving the Athleisure Myth: A Means-End Chain Analysis of Female Activewear Consumption." Journal of Sport Management 35, no. 1 (2021): 81–93. http://dx.doi.org/10.1123/jsm.2019-0358.

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The athleisure phenomenon has initiated a fast-paced evolution in the activewear industry and challenged brands to design and market activewear that fulfills consumer needs. Existing sport consumer behavior research has neglected to understand the structural relationships that connect attributes of sport products with values of sport consumers to inform values-based product design and marketing strategies. The current research utilizes the means-end chain theory and its corresponding soft laddering method to investigate the activewear consumption experience of female consumers. Findings revealed means-end chain structural relationships connecting five product attributes to three end-state values through four consequences associated with activewear consumption. Findings extend the sport management literature by understanding how sport product attributes fit into abstract consumer values and drive practical implications to enlighten activewear design and marketing.

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Kim, Yu Kyoum, Galen Trail, and Yong Jae Ko. "The Influence of Relationship Quality on Sport Consumption Behaviors: An Empirical Examination of the Relationship Quality Framework." Journal of Sport Management 25, no. 6 (2011): 576–92. http://dx.doi.org/10.1123/jsm.25.6.576.

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The importance of relationship quality in relationship marketing has been well documented; however, very little attention has been paid to the issues of relationship quality in sport consumer behavior contexts. We investigated the cognitive structure of relationship quality (RQ) constructs (Trust, Commitment, Intimacy, Identification, Reciprocity) by comparing a general-specific model to a hierarchical model. In addition we empirically tested the link between RQ and three sport consumer behavioral intentions: attendance, media consumption, and licensed merchandise consumption. The model comparison revealed that individual constructs reflected both the distinct aspects of the specific dimensions of relationship quality and the holistic nature of relationship quality, supporting a general-specific model. Results from the simultaneous equation model indicated that for sport consumers, relationship quality with the team explained 56% of the variance in intention to attend games, 75% of intention to consume sport media, and 66% of intention to purchase licensed merchandise.

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Brock, Kelcey, Gavin Fraser, and Ferdi Botha. "Sport consumption patterns in the Eastern Cape: Cricket spectators as sporting univores or omnivores." Journal of Economic and Financial Sciences 9, no. 3 (2016): 667–84. http://dx.doi.org/10.4102/jef.v9i3.64.

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Since its inception, consumption behaviour theory has developed to account for the important social aspects that underpin or at least to some extent explain consumer behaviour. Empirical studies on consumption behaviour of cultural activities, entertainment and sport have used Bourdieu’s (1984) omnivore/univore theory to investigate consumption of leisure activities. The aim of this study is to investigate whether South African cricket spectators are sporting omnivores or univores. The study was conducted among cricket spectators in the Eastern Cape at four limited overs cricket matches in the 2012/2013 cricket season. The results indicate that consumption behaviour of sport predominantly differs on the grounds of education and race. This suggests that there are aspects of social connotations underpinning sports consumption behaviour within South Africa.

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Funk, Daniel, Daniel Lock, Adam Karg, and Mark Pritchard. "Sport Consumer Behavior Research: Improving Our Game." Journal of Sport Management 30, no. 2 (2016): 113–16. http://dx.doi.org/10.1123/jsm.2016-0028.

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Sport consumer behavior (SCB) research continues to grow in both popularity and sophistication. A guiding principle in much of this research has focused on the nature of sport-related experiences and the benefits sport consumers derive from these experiences. This emphasis has generated new knowledge and insights into the needs and wants of sport consumers. Although these efforts have contributed to the field’s understanding of SCB, the vast majority of this research has centered on psychological phenomena and the evaluative and affective components of these sport experiences. Approaches to this work have also narrowed, with SCB research predominately relying on cross-sectional studies and attitudinal surveys to collect information. This has resulted in limited findings that seldom account for how various situational or environmental factors might influence attitudinal data patterns at the individual and group level. This special issues seeks to deepen our understanding of SCB by providing seven papers that demonstrate or validate findings using multiple studies or data collections.

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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 codominant. Findings of CFA, MANOVA, paired-samplettests, frequency analysis, chi-square and linear regression analysis revealed that leagues and teams were in a codominant relationship with one another. Results revealed the brand architecture of leagues and teams as perceived by consumers, provide a reliable and valid tool to segment sport spectators, and showcase the influence of external factors on consumer loyalty with a team. Suggestions for league and team management and marketing are presented to better leverage their brand relationship and increase consumer loyalty with both brands.

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Kunz, Reinhard E., and James P. Santomier. "Sport content and virtual reality technology acceptance." Sport, Business and Management: An International Journal 10, no. 1 (2019): 83–103. http://dx.doi.org/10.1108/sbm-11-2018-0095.

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PurposeNotwithstanding the dynamics of digital transformation and its relevance for revenue generation in the entertainment industry, empirical research that focused on consumer behavior at the intersection of sport content and media technology acceptance is limited. Virtual reality (VR) is a re-emerging and nowadays commercially available technology that impacts sport consumed through media. The purpose of this paper is to investigate the consumer acceptance of VR technology and highlight the effects of content quality and flow experience as influencing factors of behavioral intention.Design/methodology/approachBased on a literature review, the authors constructed and empirically tested a model that extends the unified theory of acceptance and use of technology (UTAUT2) by considering additional antecedent factors. Participants (N=570) in the empirical study viewed sport content via VR technology (Sport VR) and completed a survey before and after viewing. The authors conducted factor analysis and structural equation modeling.FindingsThree UTAUT2 influencing factors, i.e., performance expectancy, social influence and hedonic motivation, showed significant effects. Furthermore, flow and content quality had positive indirect effects. Thus, the quality of sport content and the state of flow that users experience when immersed in a VR environment are relevant factors that determine the performance expectations of consumers and their Sport VR usage intention.Originality/valueThis empirical study contributes to knowledge on consumer acceptance of a hedonic technology in a sport media context. Moreover, two factors extended the established UTAUT2 model.

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Kim, Jong Rae, and Austin S. Na. "The Influence of Mentoring on Sport Commitment and Consumer Behavior Among Sports Center Consumers." Journal of Sport and Leisure Studies 45 (August 31, 2011): 295–304. http://dx.doi.org/10.51979/kssls.2011.08.45.295.

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Ko, Yong Jae, and Joon Sung Lee. "Experimental Research in Sport Consumer Behavior." Sport Marketing Quarterly 27, no. 4 (2018): 218–20. http://dx.doi.org/10.32731/smq.274.122018.01.

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Teare, Georgia, and Marijke Taks. "Exploring the Impact of the COVID-19 Pandemic on Youth Sport and Physical Activity Participation Trends." Sustainability 13, no. 4 (2021): 1744. http://dx.doi.org/10.3390/su13041744.

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The COVID-19 pandemic offers youth sport organizations the opportunity to anticipate consumer behaviour trends and proactively improve their program offerings for more satisfying experiences for consumers post-pandemic. This conceptual paper explores potential impacts of the COVID-19 pandemic on changing youth sport and physical activity preferences and trends to inform sport and physical activity providers. Drawing from social ecology theory, assumptions for future trends for youth sport and physical activity are presented. Three trends for youth sport and physical activity as a result of the COVID-19 pandemic are predicted: (1) youths’ preferences from organized to non-organized contexts become amplified; (2) reasons for participating in sport or any physical activity shift for youth as well as parents/guardians; (3) consumers reconceptualize value expectations from youth sport and physical activity organizations. The proposed assumptions need to be tested in future research. It is anticipated that sport organizations can respond to changing trends and preferences by innovating in three areas: (1) programming, (2) marketing, and (3) resource management.

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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 interest in teams on Twitter. From this, important theoretical and practical understanding can be derived by considering consumer behavior in the automated “like economy” of social media.

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García Fernández, Jerónimo, Ainara Bernal García, Luisa Vélez Colón, Brenda G. Pitts, and Pablo Gálvez Ruíz. "Consumer behaviour and sport services: an examination of fitness centre loyalty." International Journal of Sport Management and Marketing 18, no. 1/2 (2017): 8. http://dx.doi.org/10.1504/ijsmm.2017.10012384.

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Fernández, Jerónimo García, Pablo Gálvez Ruíz, Brenda G. Pitts, Luisa Vélez Colón, and Ainara Bernal García. "Consumer behaviour and sport services: an examination of fitness centre loyalty." International Journal of Sport Management and Marketing 18, no. 1/2 (2018): 8. http://dx.doi.org/10.1504/ijsmm.2018.091342.

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Shapiro, Stephen L., Lynn L. Ridinger, and Galen T. Trail. "An Analysis of Multiple Spectator Consumption Behaviors, Identification, and Future Behavioral Intentions Within the Context of a New College Football Program." Journal of Sport Management 27, no. 2 (2013): 130–45. http://dx.doi.org/10.1123/jsm.27.2.130.

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The growth of college sport over the last several years, combined with increased competition for the sport consumer dollar, has created a need to understand spectator consumption behavior. In addition, the impact of a new football program can generate interest that influences future spectator spending decisions. Using identity theory as a framework, the current study examined the differential effects of past sport consumer behaviors on various future sport consumer intentions within the context of a new college football program. Consumption intentions included attendance, sponsor support, and merchandise purchases. Furthermore, this investigation helped to determine how much variance past behaviors would explain in behavioral intentions after controlling for nine points of attachment. Data were collected from spectators of a Football Championship Subdivision (FCS) football program located in the Mid-Atlantic region. The findings suggest past behavior predicted future intentions; however, the amount of variance explained varied dramatically depending on specific past behaviors and points of attachment. These results can help sport marketers develop strategies to capitalize on the interest generated through new athletic programs.

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Lee, Donghun, and Galen Trail. "The Influence of Personal Values and Goals on Cognitive and Behavioral Involvement in Sport." Journal of Sport Management 25, no. 6 (2011): 593–605. http://dx.doi.org/10.1123/jsm.25.6.593.

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This exploratory study examined the relationships among personal values, life goals, and individuals’ cognitive and behavioral involvement in sport. Multiple regression analyses revealed that personal values and goals explained a small to large amount of variance in General Sport Fanship (28%), Team Identification (28%), Televised Sports Viewership (19%), Game Attendance (13%), Internet Use specific to Sport (13%), Sport Listenership (12%), Sport Merchandise Purchasing (9%), and Sport Readership (8%). Comprehending the practical implications of identifying personal values, and in some cases personal goals, that influence cognitive loyalty and sport consumer behavior might improve sport marketers’ abilities to predict various types of sport involvement.

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Naraine, Michael L., Norm O'Reilly, Nadège Levallet, and Liz Wanless. "If you build it, will they log on? Wi–Fi usage and behavior while attending National Basketball Association games." Sport, Business and Management: An International Journal 10, no. 2 (2020): 207–26. http://dx.doi.org/10.1108/sbm-02-2019-0016.

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PurposeAlthough sports fans have increased their use of digital media to consume sport, especially at professional sport venues, it is unknown the extent to which patrons of said venues are utilizing venue services for these activities. As such, this study asks: (1) How much data do patrons at a sports venue consume via the provided Wi–Fi? and (2) What types of online activity behaviors do Wi–Fi users at sports venues exhibit?Design/methodology/approachThis empirical study reports stadia Wi–Fi data usage and consumer behavior from three National Basketball Association venues in the United States: Amway Center in Orlando, FL, Barclays Center in Brooklyn, NY and Target Center in Minneapolis, MN, over a course of 7 games per venue.FindingsThe findings suggest that Wi–Fi usage is more limited than anticipated. Users who do utilize the venue Wi–Fi do so for very short periods, with the vast majority of user duration lasting between 1 and 10 min. Additionally, the halftime period of games experiences the peak of Wi–Fi usage.Originality/valueBy increasing our understanding of Wi–Fi usage in venues, this study informs relationship marketing theory research and contributes to the sport management literature. Practically, a better knowledge of Wi–Fi usage is critical, as it constitutes a critical antecedent to develop online marketing strategies.

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Kunkel, Thilo, and Rui Biscaia. "Sport Brands: Brand Relationships and Consumer Behavior." Sport Marketing Quarterly 29, no. 1 (2020): 3–17. http://dx.doi.org/10.32731/smq.291.032020.01.

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Turco, Douglas, Dimitra Papadimitrou, and Serkan Berber. "Athletes as tourists: Consumer Behaviour of Participants at the 2007 and 2009 World Universiade Games." Physical Culture and Sport. Studies and Research 51, no. 1 (2011): 72–79. http://dx.doi.org/10.2478/v10141-011-0007-7.

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Athletes as tourists: Consumer Behaviour of Participants at the 2007 and 2009 World Universiade GamesConsiderable research has been devoted to sport mega-events including the Olympic Games, the FIFA World Cup, and the Commonwealth Games. Yet few studies have focused on the lesser known or "second tier" international sport events in order to understand the patterns and the impact of participant consumption. Further, few sport event studies are extended beyond a single assessment. This study examines a recurring sport event, the World Universiade Summer Games, that took place in two different countries, Belgrade, Serbia and Bangkok, Thailand. A profile of participants at the 2007 and 2009 Universiades was generated to reveal and compare their consumer behaviour in the host cities and over time. Subjects were queried on-site during selected days of competition (N=441, 2007; N=221, 2009). Findings demonstrate a remarkable consistency in participant characteristics and local spend from 2007 to 2009, though the amount spent per night was considerably less than the average per night spend by other types of tourists in the host countries, suggesting that Universiade athletes are non high-value tourists. Discussion and implications of findings to sport and tourism destination scholars and marketers are presented.

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Westberg, Kate, Constantino Stavros, Aaron C. T. Smith, et al. "Exploring the wicked problem of athlete and consumer vulnerability in sport." Journal of Social Marketing 7, no. 1 (2017): 94–112. http://dx.doi.org/10.1108/jsocm-07-2016-0035.

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Purpose This paper aims to extend the literature on wicked problems in consumer research by exploring athlete and consumer vulnerability in sport and the potential role that social marketing can play in addressing this problem. Design/methodology/approach This paper conceptualises the wicked problem of athlete and consumer vulnerability in sport, proposing a multi-theoretical approach to social marketing, incorporating insights from stakeholder theory, systems theory and cocreation to tackle this complex problem. Findings Sport provides a rich context for exploring a social marketing approach to a wicked problem, as it operates in a complex ecosystem with multiple stakeholders with differing, and sometimes conflicting, objectives. It is proposed that consumers, particularly those that are highly identified fans, are key stakeholders that have both facilitated the problematic nature of the sport system and been rendered vulnerable as a result. Further, a form of consumer vulnerability also extends to athletes as the evolution of the sport system has led them to engage in harmful consumption behaviours. Social marketing, with its strategic and multi-faceted focus on facilitating social good, is an apt approach to tackle behavioural change at multiple levels within the sport system. Practical implications Sport managers, public health practitioners and policymakers are given insight into the key drivers of a growing wicked problem as well as the potential for social marketing to mitigate harm. Originality/value This paper is the first to identify and explicate a wicked problem in sport. More generally it extends insight into wicked problems in consumer research by examining a case whereby the consumer is both complicit in, and made vulnerable by, the creation of a wicked problem. This paper is the first to explore the use of social marketing in managing wicked problems in sport.

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Zhang, Yi, and Kevin K. Byon. "Push and pull factors associated with the CTTSL game events between on-site and online consumers." International Journal of Sports Marketing and Sponsorship 18, no. 1 (2017): 48–69. http://dx.doi.org/10.1108/ijsms-04-2016-0007.

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Purpose The purpose of this paper is to examine the push and pull factors associated with the consumption of Chinese Table Tennis Super League (CTTSL) game events by online audiences and on-site attendants. Design/methodology/approach Conducting a comprehensive review of literature and a test of content validity, a questionnaire was formulated to assess push and pull motives, event consumption, and sociodemographic variables. A total of 433 CTTSL event consumers, including 225 respondents who primarily followed CTTSL game events via television and webcasting and 208 respondents who primarily consumed the events by attending live game events. Findings Structural equation modeling analyses revealed that for online consumers, two push factors, self-esteem and drama excitement, were found to be positively related to the event consumption factors; whereas, social interaction and sport performance factors were found to be negatively predictive of event consumption factors. For on-site consumers, none of the push and pull factors were found to be related to the consumption factors. Research limitations/implications These results indicate that unlike research findings derived in other research settings mainly conducted in Western countries, push and pull factors are more functional for online CTTSL consumers who are of comparatively stronger fandom level, which are likely affected by CTTSL’s contemporary operations. Originality/value Enriching the dual process theory through examining its applicability in studying sport consumer behavior, from both perspectives of internal and external motivations; applying theories and research findings of internal and external motivations that have primarily been derived in Western countries into a professional sport setting in China; identifying unique and diverse perspectives of professional table tennis consumers in China between online and on-site consumers; contrary to the findings derived in Western countries, the motivational factors are more functional for online CTTSL consumers who are of comparatively stronger fandom level, which are likely affected by CTTSL’s contemporary operations; and conducting micro-perspective analyses to study Chinese sport consumer behaviors, which has rarely been done in contemporary scholarly inquiries in China.

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Gârdan, Daniel Adrian, Iuliana Petronela Gârdan, Mihai Andronie, and Ionel Dumitru. "Sport Events Customers’ Behavior in the Light of Hedonic Consumption." International Journal of Marketing Studies 12, no. 3 (2020): 26. http://dx.doi.org/10.5539/ijms.v12n3p26.

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Consumption of sport events has raised the specialists&rsquo; interest since it has become a global phenomenon, accessible to a large mass of consumers. At the same time, this consumption generates implications from an economic, social, and cultural point of view, in the countries/locations where various sport events have been organized, through the development of cultural and sport tourism. Sport event consumption belongs to the category of consumption acts that presume total implication apart from individuals and accordingly, their emotional involvement. This involvement is correlated on the one hand with the typology and the nature of needs and consumption motives underlying this consumption, and on the other hand with the more and more intensive promotion of these events and the easier participation access of consumers. Consumer involvement is a multidimensional construct, so the idea of an &ldquo;involvement profile&rdquo; is more appropriate to describe how the consumer relates to such products or services. The purpose of our paper is to clarify whether involvement within consumption for sport events customers is determining a specific behavior for the hedonic type of consumption also related to other categories of products or services. The consumption of sport events represents mainly a hedonic type of consumption correlated with a high level of emotional involvement during the consumption process, an involvement developed against the backdrop of the special role, and specific meaning that sport events can have at the level of individuals&rsquo; perception.

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Hyatt, Craig, Shannon Kerwin, Larena Hoeber, and Katherine Sveinson. "The Reverse Socialization of Sport Fans: How Children Impact Their Parents’ Sport Fandom." Journal of Sport Management 32, no. 6 (2018): 542–54. http://dx.doi.org/10.1123/jsm.2017-0263.

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While the sport fan literature suggests that it is common for parents to socialize their children to cheer for specific sports and teams, recent literature proposes that children can socialize their parents into changing the parents’ sport fandom in a process sociologists and consumer behavior researchers refer to as reverse socialization. To ascertain whether children can socialize and influence their parents’ sport fandom, 20 sport fan parents were interviewed. Evidence of reverse socialization was found in 15 of the participants, manifesting itself in ways that can be categorized as either developing new or additional fandom, or changing one’s behaviors or attitudes towards their existing fandom. However, further exploration of the data suggests that future research reexamine the term “reverse socialization,” as we do not see this as a directionality of influence, but as children as socializing agents.

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Wesana, Joshua, Joachim J. Schouteten, Evi Van Acker, Xavier Gellynck, and Hans De Steur. "On consumers’ use, brand preference and equity of sports nutrition products." British Food Journal 122, no. 2 (2019): 635–54. http://dx.doi.org/10.1108/bfj-08-2019-0589.

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Purpose While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands. Design/methodology/approach A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied. Findings Both the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands. Research limitations/implications Insights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures. Practical implications Variations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector. Originality/value This study is one of the first to examine the customer market of sports nutrition products and brands.

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Ditizio, Amber A. "Fantasy Sports and Gambling in Sport." Journal of Electronic Commerce in Organizations 14, no. 4 (2016): 52–65. http://dx.doi.org/10.4018/jeco.2016100104.

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Modern sports/media complex may be the result of complex inactions of communication technologies, social developments, and the increased sophistication of businesses in understanding the intrinsic and extrinsic aspects of consumer behavior. From the promotion options of print media, television and radio, to the self-engaging aspects of Internet sport coverage and gaming, the spectator is rapidly becoming an integral part of the branding process. Media, especially fantasy sports, has transcended the traditional roles of television's function as agents of exposure to engagement and personal involvement in athletic contest and its merchandising. Although the media aspect may been neglected in sports research, media research traditionally has considered sports too popular for traditional research. This paper explores some of the major topics for research that combines sports and newer forms of media exploitation for marketing purposes.

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Ibrahim, Hafedh, and Faouzi Najjar. "Analyzing Sport Consumer Behaviour toward Sportswear Store: A Structural Equation Modelling Approach." Research Journal of Applied Sciences, Engineering and Technology 7, no. 9 (2014): 1910–16. http://dx.doi.org/10.19026/rjaset.7.481.

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Kim, Yu Kyoum, and Galen Trail. "A Conceptual Framework for Understanding Relationships Between Sport Consumers and Sport Organizations: A Relationship Quality Approach." Journal of Sport Management 25, no. 1 (2011): 57–69. http://dx.doi.org/10.1123/jsm.25.1.57.

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Sport consumers are increasingly discontented and disconnected with sport organizations and researchers have advocated a fundamental shift in sport marketing from a traditional exchange paradigm to a relationship paradigm. Relationship quality is critical to understanding sport consumer-organization relationships because it can: (a) render a platform to organize wide-ranging relational constructs; (b) provide insight into evaluating relationship-marketing effectiveness; and (c) diagnose and address problems in relationships. Therefore, we propose a conceptual framework of sport consumer-organization relationship quality that consists of three main components. First, we specify that relationship quality consists of five distinct but related relational constructs (trust, commitment, intimacy, self-connection, and reciprocity). Second, we suggest that relationship quality influences word of mouth, media consumption, licensed-product consumption, and attendance behaviors. Finally, we argue that psychographic factors such as relationship styles, relationship drive, and general interpersonal orientation are moderators, as well as demographic factors such as age, gender, ethnicity, region, and income.

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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 questionnaires among consumers of four sport leagues in Australia (N= 1182) were used to support 17 distinct identified league brand associations. One samplettests and correlation analyses empirically revealed that 17 league brand associations were linked with attitudinal and behavioral outcomes related to sport leagues. Finally, ANOVAs identified that some league brand associations differed between four leagues as perceived by consumers, reflecting league specific characteristics.

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Hur, Youngjin, Yong Jae Ko, and Joseph Valacich. "A Structural Model of the Relationships Between Sport Website Quality, E-Satisfaction, and E-Loyalty." Journal of Sport Management 25, no. 5 (2011): 458–73. http://dx.doi.org/10.1123/jsm.25.5.458.

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The Internet website has become an effective marketing vehicle for sport organizations. The purpose of this study was to examine theoretical relationships between key variables of online sport consumption behavior such as sport consumers’ perceptions of sport website quality, satisfaction, and behavioral loyalty to the websites. In addition, the mediating effect of e-satisfaction between website quality and e-loyalty was examined. The results of data analyses using structural equation model tests revealed that loyalty to a sport team’s website was more likely to occur as sport fans developed positive perceptions and satisfaction with the website. The results also suggested that consumer e-satisfaction is an important mediating variable between sport website quality and e-loyalty.

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Kim, Jun Woo, Marshall Magnusen, and Hyun-Woo Lee. "Existence of Mixed Emotions During Consumption of a Sporting Event: A Real-Time Measure Approach." Journal of Sport Management 31, no. 4 (2017): 360–73. http://dx.doi.org/10.1123/jsm.2016-0215.

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Investigating the existence of mixed emotions within a sport consumer behavior context is the purpose of this study. Two experimental studies with a 4 (game outcome) × 2 (response format) mixed model analysis of covariance were implemented. The authors tested concurrence of two opposite emotions in Study 1 by asking subjects to complete an online continuous measure of happiness/sadness. Subjects reported more mixed emotions while watching a conflicting game outcome, such as a disappointing win and relieving loss, than during a straight game outcome. In Study 2, real-time-based measures of sport consumer emotions appear to have greater validity than recall-based measures of sport consumer emotions. Subjects with real-time-based measures were less likely to report a straight loss as positive and a straight win as negative than those with the retrospective measure. This study provides evidence of mixed emotions; specifically, happiness and sadness can co-occur during sports consumption.

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O’Sullivan, Grant Anthony, Clare Hanlon, Ramon Spaaij, and Hans Westerbeek. "Women’s activewear trends and drivers: a systematic review." Journal of Fashion Marketing and Management: An International Journal 21, no. 1 (2017): 2–15. http://dx.doi.org/10.1108/jfmm-07-2015-0059.

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Purpose The activewear industry would benefit from an evidence-based understanding of how activewear is incorporated into women’s lives and their changing participation in physical activity. Activewear brands may be missing the trend of women moving from organised sport to non-organised and individualised sport and recreation. The purpose of this paper is to explore the degree to which academic and industry research understood patterns and influences on female’s activewear consumption and identified what significant gaps are evident in understanding the drivers and industry trends that pertain to female consumers of activewear. Design/methodology/approach The systematic literature review sought academic and industry research papers. Articles were selected if they included female participants; and/or addressed consumer related information; and focussed on active wear. Article findings were thematically analysed. Findings Most literature exploring activewear consumption fails to take gender into consideration or explore unique female consumer profiles. Females are bringing activewear into other parts of their wardrobe and place more value on fashion, even for sports attire. Research identified the need for activewear brands to consider lifestyle, emotional and personality elements of consumer behaviour. However a specific focus on women’s branding was absent. Women’s age and generation influenced their activewear consumption. Although some industry reports discussed the shift in use of activewear, no studies explored the impact of the critical shift in women’s physical activity patterns on the activewear industry. Originality/value This review identifies the gap in knowledge regarding women’s activewear consumption patterns and needs, and the importance of reflecting the changes in female physical activity participation. It also links marketing and design of women’s activewear to the needs of female consumers based on their actual patterns and trends in physical activity. The findings are relevant to activewear researchers, brands, marketers and producers.

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Putra, I. Wayan Govinda Gotama, and Gede Sri Darma. "MENAKAR STRATEGI GOVINDA SPORT MENYIKAPI PERUBAHAN PERILAKU KONSUMEN DARI KONVENSIONAL KE ONLINE SHOPPING." E-Jurnal Manajemen Universitas Udayana 10, no. 7 (2021): 714. http://dx.doi.org/10.24843/ejmunud.2021.v10.i07.p05.

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The purpose of this study is to determine the right strategy in dealing with changes in consumer behavior from conventional to online shopping, conducted at Govinda Sport Denpasar. This research uses qualitative methods with descriptive approach. Data collected through in-depth interviews and using Zoom. The informans were determined by purposive sampling. The results show that online shopping provides time efficiency, more product variants and better communication however, consumer cannot see physical condition of the goods directly and the risk of goods being damaged during delivery. Govinda Sport has implemented Marketing Mix strategy in conventional and online stores but the profit obtained from online business are still far less, this is due to the low level of sales and there is no staff who have expertise in digital marketing. The management should hire digital marketing expert, doing promotions on Instagram and encouraging consumers to purchase through online store in marketplace. Keywords: consumer behavior, marketing strategies, online shopping, marketing mix

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Madichie, Nnamdi O. "Sharjah Football Club (UAE): still kings?" Emerald Emerging Markets Case Studies 1, no. 4 (2011): 1–11. http://dx.doi.org/10.1108/20450621111190205.

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TitleSharjah Football Club (UAE): still kings?Subject areaBusiness & ManagementStudy level/applicabilityThis case is suitable for senior students taking marketing courses from marketing communications, marketing research and consumer behavior. Other students including postgraduate students on international business, strategic management and CSR courses may also benefit and/or partake in the discussions. Last and most importantly sports marketing students would find this case useful. The case study can be taken from a range of angles from consumer behavior, through researching of the same (i.e. consumer behavior); to marketing communications strategies by the football clubs themselves.Case overviewThe case study documents the growth and development of the UAE Professional Football League using the particular case of one of the oldest teams, Sharjah Football Club (also known as Sharjah FC) founded in 1966 – five long years before the Football Association was conceived.Sports marketers have long sought to better understand the factors that influence attendance at sporting events. This is couched upon the expectations that an understanding of such factors will improve the efficiency of marketing communication between service providers and consumers, and, as Cunningham and Kwon put it, possibly influence the entire marketing program of a sport organisation. Attracting people to the stadium not only increases ticket revenues but also increases supplementary revenue sources, such as parking, concessions and merchandising.Expected learning outcomesTo understand key aspects of the consumption of sports (i.e. consumer perceptions, attitudes and influences). Readers would also understand the changing aspects of marketing of sports vis‐à‐vis sports marketing.Supplementary materialsTeaching notes and www.fifa.com/associations/association=uae/nationalleague/standings.html

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Chelladurai, P. "A Classification of Sport and Physical Activity Services: Implications for Sport Management." Journal of Sport Management 6, no. 1 (1992): 38–51. http://dx.doi.org/10.1123/jsm.6.1.38.

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A classification of sport and physical activity services based on two dimensions is presented. The first dimension is the type and extent of employee involvement in the production of services—consumer, professional, and human services. The second dimension is the four sets of client motives for participation in sport and physical activity—pursuit of pleasure, skill, excellence, and health/fitness. A combination of these two dimensions yields six classes of sport and physical activity services: consumer pleasure, consumer health/fitness, human skills, human excellence, human sustenance, and human curative. The managerial implications emerging from the proposed model are outlined with reference to programming, organizing, staffing, and leading in organizations delivering sport and physical activity services.

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Kim, Seong Gyu, and Jong Sul Yug. "The Analysis on Consumer Behaviors of Pro-sport Spectators by Sports Activity Types." Journal of Sport and Leisure Studies 19 (May 31, 2003): 237–49. http://dx.doi.org/10.51979/kssls.2003.05.19.237.

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Stevens, Julie, Anna Lathrop, and Cheri Bradish. "Tracking Generation Y: A Contemporary Sport Consumer Profile." Journal of Sport Management 19, no. 3 (2005): 254–77. http://dx.doi.org/10.1123/jsm.19.3.254.

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In response to the recent impact of Generation Y in the sport marketplace, this researach article examines the association between consumer behavior preferences and two segmentation variables, gender and physical activity level, for an adolescent segment (ages 14-17 years) of Canadian Generation Y youth. Questionnaire results from a sample of 1,127 respondents yielded data related to various consumer preferences for sporting goods purchases. These factors include purchase decision making, price, frequency, location, and product features. Results indicate an association among Generation Y, gender, and physical activity level with respect to a number of consumer preferences related to sport footwear, apparel, and equipment. Discussion and implications address how sport marketers might interpret the consumer profile results according to both age and cohort perspectives.

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Samoggia, Antonella, and Tommaso Rezzaghi. "The Consumption of Caffeine-Containing Products to Enhance Sports Performance: An Application of an Extended Model of the Theory of Planned Behavior." Nutrients 13, no. 2 (2021): 344. http://dx.doi.org/10.3390/nu13020344.

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Caffeine is the most-used psychoactive substance in the world. About 80% of the world’s population consumes caffeine every day, including athletes and lifestyle users. Thus, it is important to understand the consumer drivers of caffeine-containing beverages and food. This research study aims to explore consumers’ behaviors, perceptions, attitudes, and drivers towards caffeine-containing products to enhance sports performance. The research applies the Theory of Planned Behavior (TPB) in order to understand consumers’ behavior, extended with utilitarian aspects for a comprehensive understanding of consumers’ behavior and attitudes. We interviewed consumers with the support of Qualtrics online software. The data were then processed with SPSS (statistical analysis software). The data elaboration includes a multivariate linear regression model to analyze the consumers’ intention to consume caffeine to enhance the sports performance, and to explore consumers’ preference of marketing leverages for this product category. The results contribute to an understanding of consumers’ consumption and purchasing behavior towards caffeine, and support the validity of the extended TPB to develop a more comprehensive picture of consumer behavior. Consumers have a positive attitude towards caffeine-containing products to enhance sports performance. The main consumer behavior drivers are subjective norms and utilitarian aspects. The present research results may support companies in the development of caffeine-containing products to enhance sports performance.

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Watanabe, Nicholas M., Grace Yan, Brian P. Soebbing, and Ann Pegoraro. "Is There Economic Discrimination on Sport Social Media? An Analysis of Major League Baseball." Journal of Sport Management 31, no. 4 (2017): 374–86. http://dx.doi.org/10.1123/jsm.2016-0244.

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Prior studies have investigated consumer-based economic discrimination from a number of contexts in the sport industry. This study seeks to further such a line of inquiry by examining consumer interest in Major League Baseball players on the Twitter platform, especially considering the emergence of social media at the forefront of consumer behavior research. Specifically, the analysis uses six regression models that take into account an array of factors, including player characteristics, performance, market size, and so forth. Results reveal that when controlling for all other factors, Hispanic players receive significantly less consumer interest on social media than their counterparts, while Asian pitchers receive more. These findings yield critical insights into tendencies of sport consumer biases on digital platforms, assisting the development of an equal and efficient sport marketplace for stakeholders.

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Kim, Kyungyeol (Anthony), Kevin K. Byon, Wooyeul Baek, and Antonio S. Williams. "Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors." International Journal of Hospitality Management 82 (September 2019): 318–25. http://dx.doi.org/10.1016/j.ijhm.2018.10.004.

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Ross, Stephen D., Keith C. Russell, and Hyejin Bang. "An Empirical Assessment of Spectator-Based Brand Equity." Journal of Sport Management 22, no. 3 (2008): 322–37. http://dx.doi.org/10.1123/jsm.22.3.322.

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Few studies in the branding literature have approached brand equity from the sport perspective, and even fewer studies focus on the construct from the consumer viewpoint. The purpose of the current research was to empirically test the spectator-based brand equity (SBBE) model. Using a sample from professional basketball consumers, the results of the study show that the 49-item, 13-construct model has a reasonable fit to the data. The study extends the understanding of sport brand equity from the consumer perspective by presenting empirical support for the model. Several managerial implications are offered as a result of the findings.

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Triana, Layli, and Nanang Martono. "The Relationship between Social Status and Students’ Consumptive Behaviour." Journal of Society and Media 5, no. 1 (2021): 58. http://dx.doi.org/10.26740/jsm.v5n1.p58-77.

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Globalization has had some effects the evolution of game forms from traditional to modern. Online games are one of the most common types of modern games. Online games are games that can be accessed by internet-connected and are played on computers, laptops, cellphones, and other devices. Mobile Legends: Bang Bang (MLBB) is the most popular online games in Indonesia. Playing mobile legends online games can have an impact on consumptive behavior among college students. This article explains the relationship between social status and consumptive behavior of Soedirman E-sport Unsoed and explain the relationship between the frequency of playing Mobile Legend Bang-bang (MLBB) with the consumer behavior of Sudirman E-sport students of Jenderal Soedirman University. This study uses a survey method and takes a random sample of 200 members of the Soedirman E-sport Unsoed. The number of samples taken was 67 students. The results showed that first, social status variables were positively related to student consumptive behavior. Both have a correlation value of 0.328 with a significance level of 0.004. The higher the social status, the higher the consumptive behavior of students. Second, the frequency of playing mobile legends online games is positively related to consumptive behavior.

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Kim, Yongjae, Soojin Kim, and Elizabeth Rogol. "The Effects of Consumer Innovativeness on Sport Team Applications Acceptance and Usage." Journal of Sport Management 31, no. 3 (2017): 241–55. http://dx.doi.org/10.1123/jsm.2015-0338.

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The purpose of this study is to investigate the effects of consumer innovativeness on sport fans’ behavioral intention to adopt and use sport team apps. Combining the diffusion theory with the technology acceptance model, the current study proposed three extended technology acceptance models. The proposed models were tested with data collected from 233 sport team apps users in the United States. The findings indicate that consumer innovativeness has direct and indirect influences on behavioral intention through beliefs about sport team apps. The partially mediated model fits the data well, was more parsimonious, and had a greater proportion of the variance explained by intention than the other models and thus was chosen for further analysis. Consumer innovativeness and beliefs about the apps explained 55.4% and 42% of the variance in intention to adopt sport team apps, respectively. Empirical evidence also provides strong support for the integrative approach. The study suggests an extended model of technology acceptance model for the acceptance and use of the sport team apps, which can help scholars and marketers understand sport fans’ media behaviors.

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Journal articles on the topic 'Consumer behaviour in sport'

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