Most recent issue published online in the International Journal of Sport Management and Marketing.
International Journal of Sport Management and Marketing
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International Journal of Sport Management and Marketing
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© 2024 Inderscience Publishers Ltd
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International Journal of Sport Management and Marketing
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http://www.inderscience.com/browse/index.php?journalID=102&year=2024&vol=24&issue=2
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The effects of perceived musical fit on sport consumer behaviours: examining the mediating role of consumer emotional states
http://www.inderscience.com/link.php?id=137064
Although music plays a critical role in human behaviour, few scholars have examined how it may impact the shopping behaviours of sport consumers. This study uses structural equation modelling to explore how consumers' perceived musical fit (PMF) influences their purchase intention (PIN), store evaluation (SEV) and brand attitude (BAT) in a sport retails setting. Additionally, the study aimed to investigate whether consumers' emotional states (EMS) mediate the relations between PMF and the three outcome variables being tested. The results demonstrate that PMF directly affected BAT and PIN, but this was not statistically significant with SEV. Furthermore, EMS fully mediated the relationship between PMF and SEV. However, it was found to partially mediate the relations between PMF and PIN, as well as between PMF and BAT. The implications of the findings, limitations and future research directions are also discussed.
The effects of perceived musical fit on sport consumer behaviours: examining the mediating role of consumer emotional states
Young Suk Oh; Peter J. Mkumbo; Skye G. Arthur-Banning; Jungah Choi
International Journal of Sport Management and Marketing, Vol. 24, No. 2 (2024) pp. 93 - 112
Although music plays a critical role in human behaviour, few scholars have examined how it may impact the shopping behaviours of sport consumers. This study uses structural equation modelling to explore how consumers' perceived musical fit (PMF) influences their purchase intention (PIN), store evaluation (SEV) and brand attitude (BAT) in a sport retails setting. Additionally, the study aimed to investigate whether consumers' emotional states (EMS) mediate the relations between PMF and the three outcome variables being tested. The results demonstrate that PMF directly affected BAT and PIN, but this was not statistically significant with SEV. Furthermore, EMS fully mediated the relationship between PMF and SEV. However, it was found to partially mediate the relations between PMF and PIN, as well as between PMF and BAT. The implications of the findings, limitations and future research directions are also discussed.]]>
10.1504/IJSMM.2024.137064
International Journal of Sport Management and Marketing, Vol. 24, No. 2 (2024) pp. 93 - 112
Young Suk Oh
Peter J. Mkumbo
Skye G. Arthur-Banning
Jungah Choi
Lee Shau Kee School of Business and Administration, Hong Kong Metropolitan University, Kowloon, Hong Kong ' School of Community Resources and Development, Arizona State University (Hainan Campus), Haikou, China ' Department of Parks, Recreation and Tourism Management, Clemson University, Clemson, USA ' Department of Parks, Recreation and Tourism Management, Clemson University, Clemson, USA
perceived musical fit
PMF
sport consumer behaviours
emotional states
EMS
purchase intention
PIN
store evaluation
SEV
brand attitude
BAT
store atmosphere
sport retail store
sport marketing
2024-03-01T23:20:50-05:00
Copyright © 2024 Inderscience Enterprises Ltd.
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112
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Work[out] from home: examining brand community among connected fitness brand users
http://www.inderscience.com/link.php?id=137102
This study investigated the role virtual brand communities play in facilitating branding outcomes for prominent fitness brand, Peloton Interactive Inc. Survey responses from 663 Peloton users were analysed using structural equation modelling to explore the degree to which a connected fitness brand fosters a sense of brand community among users, and how this manifests into several desirable brand benefits, including brand love, brand equity, advocacy, and word-of-mouth communication. The study also examined the relationships between engagement in the brand's Facebook groups, product usage, and sense of brand community. Findings revealed that Peloton users who exhibited high levels of sense of community were more active on brand-related social media platforms and utilised their Peloton more frequently than did users with low sense of community. This research extends both practical and theoretical understandings of the role brand community plays in a variety of favourable outcomes for connected fitness brands.
Work[out] from home: examining brand community among connected fitness brand users
Melissa Davies; Eric Hungenberg; Thomas J. Aicher; Brianna L. Newland
International Journal of Sport Management and Marketing, Vol. 24, No. 2 (2024) pp. 113 - 136
This study investigated the role virtual brand communities play in facilitating branding outcomes for prominent fitness brand, Peloton Interactive Inc. Survey responses from 663 Peloton users were analysed using structural equation modelling to explore the degree to which a connected fitness brand fosters a sense of brand community among users, and how this manifests into several desirable brand benefits, including brand love, brand equity, advocacy, and word-of-mouth communication. The study also examined the relationships between engagement in the brand's Facebook groups, product usage, and sense of brand community. Findings revealed that Peloton users who exhibited high levels of sense of community were more active on brand-related social media platforms and utilised their Peloton more frequently than did users with low sense of community. This research extends both practical and theoretical understandings of the role brand community plays in a variety of favourable outcomes for connected fitness brands.]]>
10.1504/IJSMM.2024.137102
International Journal of Sport Management and Marketing, Vol. 24, No. 2 (2024) pp. 113 - 136
Melissa Davies
Eric Hungenberg
Thomas J. Aicher
Brianna L. Newland
Ohio University, Copeland Hall, Athens, OH 45701, USA ' University of Tennessee †Chattanooga, 103 Metropolitan Building, Chattanooga, TN 37403, USA ' University of Colorado, 1420 Austin Bluffs Pkwy, Dwire Hall 313C, Colorado Springs, CO 80918, USA ' New York University, 7 East 12 St., Suite 425B, New York, NY 10003, USA
connected fitness
brand community
sense of community
brand love
brand equity
2024-03-01T23:20:50-05:00
Copyright © 2024 Inderscience Enterprises Ltd.
24
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113
136
2024-03-01T23:20:50-05:00
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Examination of fans attribution of fee responsibility and perceptions of fee reasonableness during ticket purchases
http://www.inderscience.com/link.php?id=137068
The study considers the potential effects of fees on fans when experiencing partitioned pricing (PP). Fans' offer assessment (i.e., perceived value) based on price levels of tickets selected, attribution of fee responsibility to teams, and perceptions of fee reasonableness were examined while controlling for willingness to pay (WTP). Researchers used a 3 (price level) × 2 (low and high fee responsibility) × 2 (low and high perceptions of fee reasonableness) design through an online ticket purchase simulation. Price level and attribution of fee responsibility to teams' profit maximisation strategy did not influence participants' evaluation of the offer. However, those perceiving the fees as reasonable scored higher on perceived value than those sensing surcharges as unreasonable. Findings refute tenants of attribution theory, as consumers' attribution of fee responsibility to teams' profit maximisation strategy did not impact their perceptions of value. The study highlights the need for PP research within sport.
Examination of fans attribution of fee responsibility and perceptions of fee reasonableness during ticket purchases
Armin Marquez; Beth A. Cianfrone; Stephen L. Shapiro
International Journal of Sport Management and Marketing, Vol. 24, No. 2 (2024) pp. 137 - 155
The study considers the potential effects of fees on fans when experiencing partitioned pricing (PP). Fans' offer assessment (i.e., perceived value) based on price levels of tickets selected, attribution of fee responsibility to teams, and perceptions of fee reasonableness were examined while controlling for willingness to pay (WTP). Researchers used a 3 (price level) × 2 (low and high fee responsibility) × 2 (low and high perceptions of fee reasonableness) design through an online ticket purchase simulation. Price level and attribution of fee responsibility to teams' profit maximisation strategy did not influence participants' evaluation of the offer. However, those perceiving the fees as reasonable scored higher on perceived value than those sensing surcharges as unreasonable. Findings refute tenants of attribution theory, as consumers' attribution of fee responsibility to teams' profit maximisation strategy did not impact their perceptions of value. The study highlights the need for PP research within sport.]]>
10.1504/IJSMM.2024.137068
International Journal of Sport Management and Marketing, Vol. 24, No. 2 (2024) pp. 137 - 155
Armin Marquez
Beth A. Cianfrone
Stephen L. Shapiro
Department of Kinesiology, Sport Marketing and Management Program, Indiana University Bloomington, School of Public Health, 1025 E 7th St, Bloomington, IN 47405. SPH 294C, USA ' Department of Kinesiology and Health, Sport Administration Program, The College of Education and Human Development, Georgia State University, 125 Decatur St. SE, Atlanta, GA 30303, Sports Arena 169, USA ' Department of Sport and Entertainment Management, College of Hospitality, Retail and Sport Management, University of South Carolina, 1705 College St, Columbia, SC 29208, Close-Hipp 766, USA
partitioned pricing
PP
attribution theory
ticketing
perceived value
fee responsibility
fee reasonableness
2024-03-01T23:20:50-05:00
Copyright © 2024 Inderscience Enterprises Ltd.
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Understanding how marathon attendees' heterogeneity affects public sponsorship reputation and brand equity
http://www.inderscience.com/link.php?id=137123
This paper analyses how a public institutional sponsor can benefit from sponsoring an international sporting event - a marathon - among its territorial policy targets. The heterogeneity of the local participants is considered from two perspectives: their level of involvement with the event and their type of participation, i.e., spectator/runner. Based on a sample of 507 local respondents (spectators and runners) and using structural equation modelling, the paper concludes that the higher the involvement with the sporting event, the higher the sponsor perceived reputation, and the higher its brand equity in each of the following four dimensions: sponsor perceived image, trust, perceived quality, and brand personality. However, being a runner or a spectator does not moderate the positive relationship between the involvement with the event and the sponsor perceived reputation. These results highlight the relevance that sports sponsorship can have in terms of public branding.
Understanding how marathon attendees' heterogeneity affects public sponsorship reputation and brand equity
Maria-Jose Miquel-Romero; Walesska Schlesinger; Amparo Cervera-Taulet
International Journal of Sport Management and Marketing, Vol. 24, No. 2 (2024) pp. 156 - 178
This paper analyses how a public institutional sponsor can benefit from sponsoring an international sporting event - a marathon - among its territorial policy targets. The heterogeneity of the local participants is considered from two perspectives: their level of involvement with the event and their type of participation, i.e., spectator/runner. Based on a sample of 507 local respondents (spectators and runners) and using structural equation modelling, the paper concludes that the higher the involvement with the sporting event, the higher the sponsor perceived reputation, and the higher its brand equity in each of the following four dimensions: sponsor perceived image, trust, perceived quality, and brand personality. However, being a runner or a spectator does not moderate the positive relationship between the involvement with the event and the sponsor perceived reputation. These results highlight the relevance that sports sponsorship can have in terms of public branding.]]>
10.1504/IJSMM.2024.137123
International Journal of Sport Management and Marketing, Vol. 24, No. 2 (2024) pp. 156 - 178
Maria-Jose Miquel-Romero
Walesska Schlesinger
Amparo Cervera-Taulet
Marketing Department, Faculty of Economics, University of Valencia, Avda. Los Naranjos, s/n, 46022 Valencia, Spain ' Institute of International Economics, Faculty of Economics, University of Valencia, Avda. Los Naranjos, s/n, 46022 Valencia, Spain ' Institute of International Economics, Faculty of Economics, University of Valencia, Avda. Los Naranjos, s/n, 46022 Valencia, Spain
public sponsorship
reputation
public brand
involvement
type of participation
2024-03-01T23:20:50-05:00
Copyright © 2024 Inderscience Enterprises Ltd.
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178
2024-03-01T23:20:50-05:00