Open Access. Powered by Scholars. Published by Universities.®
- Discipline
- Institution
- Publication
- Publication Type
Articles 1 - 11 of 11
Full-Text Articles in Sports Management
The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
Electronic Theses and Dissertations
The purpose of this study was to investigate the influence of sponsorship engagement (enacted via sponsorship activations) on consumers’ responses to sponsors’ activational communications. Specifically, this study aimed at examining if interaction and engagement with their team’s sponsors’ activational communication on-site, as well as on social media, influenced loyalty towards the sponsors. The study utilized service-dominant (S-D) logic as the theoretical framework. The S-D logic perspective recognizes that consumer behavior is centered on the interactive experiences between a consumer and an object, in this case the sponsor, and that a level of consumer interest and/or personal relevance with respect to …
Multiple Identities In Sport Fandom: Balance, Conflict, & Negotiation, Aaron Mansfield
Multiple Identities In Sport Fandom: Balance, Conflict, & Negotiation, Aaron Mansfield
Doctoral Dissertations
Simultaneous to the sport industry’s ascent, obesity has become an issue of growing societal concern. Scholars have explored the role of social-psychological identification in both fandom and physical health, but have not yet explored the intersection of the two. Throughout life, individuals must negotiate all of their identities, including their attachment to sport teams, yet understanding of role identity within sport management is limited. Likewise, scholars have noted the need for greater illumination of the relationship between fandom and physical well-being. I address these gaps through three studies. In Study One, I completed semi-structured interviews with individuals who consider both …
An Examination Of Sport Ticket Price Acceptability And Surcharge Transparency In Partitioned Pricing, Misun Won
An Examination Of Sport Ticket Price Acceptability And Surcharge Transparency In Partitioned Pricing, Misun Won
Theses and Dissertations
There has been a recent price policy change in the sport industry that ticket resale companies attempted to reveal any additional fees upfront to increase price transparency and protect consumers in the marketplace. This policy change was announced in early 2020 (Thompson, 2020). However, as the coronavirus outbreak affected live events to be canceled, become virtual, or have a limited facility capacity (Apstein, 2020; Perry, 2020), it disabled the resale companies to see consumer responses to their policy change that may increase or decrease ticket revenues. In addition, charging additional fees to the ticket face value is a form of …
The Use Of Season Ticket Incentives In Major League Baseball, Kaitlin Poe, John Drea
The Use Of Season Ticket Incentives In Major League Baseball, Kaitlin Poe, John Drea
Journal of Applied Sport Management
A study of Major League Baseball season ticket promotional incentives found that the most popular types of incentives provided to season seat holders (SSHs) were exclusive offers, complementary items, discounts, ticket options and services, and payment plans. Offering a payment plan to SSHs was positively associated with higher average game attendance. Payment plans were more commonly associated with teams with higher winning percentages over the past three seasons and with teams that filled a higher percentage of their stadium capacity. Teams that fill more of their stadium capacity were also found to offer fewer categories of season ticket incentives to …
A Study Of Golfers In Tennessee, Kelly Price-Rhea
A Study Of Golfers In Tennessee, Kelly Price-Rhea
Kelly Price-Rhea
The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …
Exploring The Role Of Collective Narcissism In Sport Team Identification, Ben Larkin
Exploring The Role Of Collective Narcissism In Sport Team Identification, Ben Larkin
Doctoral Dissertations
Team identification is among the most widely studied concepts in sport fan behavior. This is largely due to the fact that highly identified fans exhibit drastically different and more avid consumption and purchase behavior compared to those low and/or moderate on team identification. Most notably, this has been manifested in a greater propensity to attend games, watch the team on television, and purchase team merchandise. While the study of team identification has focused both on its development and outcomes, one constant is that scholars have generally assumed team identification to take the form of a healthy and positive team attachment. …
An Investigation Of Highly Identified Fans Who Bet Against Their Favorite Teams, Nola Agha, B. David Tyler
An Investigation Of Highly Identified Fans Who Bet Against Their Favorite Teams, Nola Agha, B. David Tyler
Sport Management
Using a mixed-method exploratory approach we describe and explain the seemingly nonnormative behaviors of highly identified fans who Bet Against their Favorite Teams (BAFT). Axial coding of qualitative data from 190 survey respondents and two focus groups indicates the emergence of common themes allowing a typology to unfold that explains the motives for and against BAFTing. Results reveal that Gamblers BAFT for reasons un-related to fandom. Hedgers, on the other hand, BAFT precisely because they are fans; they offset a perceived impending emotional loss with a financial gain, a behavior we identify as Hedging Against Future Failure (HAFFing). This research …
Examining The Role Of Price Fairness In Sport Consumer Ticket Purchase Decisions, Stephen L. Shapiro, Brendan Dwyer, Joris Drayer
Examining The Role Of Price Fairness In Sport Consumer Ticket Purchase Decisions, Stephen L. Shapiro, Brendan Dwyer, Joris Drayer
Human Movement Sciences & Special Education Faculty Publications
Ticket pricing in professional sports is transitioning from a cost-based to demand-based approach. It has been argued that consumer perceptions of fairness regarding demand-based ticket pricing could influence purchase decisions. Perceptions of unfair pricing practices can lead to dissatisfaction and negatively affect purchase behavior. However, familiarity with demand-based pricing strategies could mitigate perceptions that real-time price fluctuations are unfair to the consumer. Guided by transaction utility theory, the current study examined the relationship between various ticket offers, consumer perceptions of fairness, familiarity, and intentions to purchase professional sports tickets. The findings support previous theory suggesting perceptions of fairness and purchase …
Examining Consumer Perceptions Of Demand-Based Ticket Pricing In Sport, Stephen L. Shapiro, Joris Drayer, Brendan Dwyer
Examining Consumer Perceptions Of Demand-Based Ticket Pricing In Sport, Stephen L. Shapiro, Joris Drayer, Brendan Dwyer
Human Movement Sciences & Special Education Faculty Publications
Dynamic ticket pricing (DTP), a new revenue management (RM) strategy in sport, has grown in popularity in response to the demand-based ticket resale market. Previous research has examined the relationship between the primary and secondary ticket market and determinants of price in a DTP environment. However, research has not focused on consumer perceptions of DTP or resale prices. The purpose of this study was to examine consumer perceptions of demand-based pricing over time, to assess the influence of attitudes on perceived value and purchase intentions. Results indicated that time, team performance expectations, fairness perceptions, seat location, and ticket market influenced …
Sociotechnical Consumption: A Digital Story Of Empowerment And Social Consumer Experiences, Mujde Yuksel
Sociotechnical Consumption: A Digital Story Of Empowerment And Social Consumer Experiences, Mujde Yuksel
Doctoral Dissertations
Digital technologies have become a ubiquitous element in contemporary consumption practices. Consumers shop online, take online classes, play fantasy sports, date online, have virtual personal trainers in their phones and even live virtual lives. How do such digital experiences integrate into and reflect upon consumption experiences in the material world? In this dissertation, I propose a theory of sociotechnical consumption that explores this relationship through the digital empowerment (technical) and social interaction (social) elements embedded in consumer products and services in digital spaces. Accordingly, I extend the concept of sociotechnical to the study of consumer behavior, advocating the perspective that …
A Study Of Golfers In Tennessee, Kelly Price-Rhea
A Study Of Golfers In Tennessee, Kelly Price-Rhea
ETSU Faculty Works
The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …