Racial-Ethnic Team-Market Congruency in Professional Sport

2011 ◽  
Vol 25 (2) ◽  
pp. 169-180 ◽  
Author(s):  
John Nadeau ◽  
Ann Pegoraro ◽  
D. Floyd Jones ◽  
Norm O’Reilly ◽  
Paulo Carvalho
Keyword(s):  
North American ◽  
Ethnic Community ◽  
Professional Sport ◽  
Professional Baseball ◽  
Local Markets ◽  
Sport League ◽  
Sport Teams ◽  
The Relationship ◽  
Racial Ethnic

This paper reports on an investigation of racial-ethnic congruency among professional sport teams and their local markets. The study empirically tested the relationship between racial-ethnic team-market congruence and market support. Results of the research provide some support for the relevance of team and market congruency in the marketing of professional sport. Although varying by city, by North American professional sport league, and by racial-ethnic community, the results demonstrate that consumers have noticed and used their own reflections in professional baseball teams to influence their level of team support.

scholarly journals Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team

2020 ◽  
Vol 12 (18) ◽  
pp. 7625
Author(s):  
Sang-soo Kim ◽  
Woo-yeul Baek ◽  
Kevin K. Byon ◽  
Sung-bum Ju
Keyword(s):  
Professional Sport ◽  
Shared Value ◽  
Moderating Effects ◽  
Sport Fans ◽  
Creating Shared Value ◽  
Study Results ◽  
Sport Teams ◽  
The Relationship ◽  
Team Trust ◽  
Program Research

Creating shared value has been a new strategic management paradigm for professional sport teams around the world. However, despite the active participation of professional sport teams in creating a shared value program, research that addresses its effectiveness appears to be very limited. The present study investigates the influence of sport fans’ perceived creating shared value on team trust and fan loyalty and the moderating effects of sport fans’ altruism on the relationship between creating shared value and team trust in the Korean professional volleyball league. A total of 198 Korean volleyball fans participated in the present study. Results revealed that sport fans’ perceived economic and social values had significant impacts on team trust and, in turn, team trust significantly affected fan loyalty. However, the moderating effect of sport fans’ altruism was not found on the relationships between creating shared value and team trust. Consequently, the present study’s findings may provide professional sport teams’ marketers with the rationale as to the effectiveness of launching creating shared value programs.

The role and relevance of corporate social responsibility in sport: A view from the top

2010 ◽  
Vol 16 (4) ◽  
pp. 528-549 ◽  
Author(s):  
Kathy Babiak
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
North American ◽  
Professional Sport ◽  
Stakeholder Perspectives ◽  
Sport League ◽  
Beneficial Impact ◽  
Corporate Social ◽  
The Impact

AbstractCorporate social responsibility (CSR) represents behaviors that have increasingly strategic importance to many companies. CSR has been defined as a company's commitment to minimizing or eliminating any harmful effects on society and maximizing its long-term beneficial impact (Mohr, Webb, & Harris, 2001). The purpose of this paper is (a) to improve our understanding of how North American professional sport league executives view CSR and (b) to consider how CSR activities contribute to these leagues. Interviews with four senior league executives provide perspective as to the role and relevance of social responsibility in North American professional sport. The paper discusses the impact of leadership on CSR and relates the topics covered from institutional, strategic, and stakeholder perspectives.

Social Media as a Relationship Marketing Tool in Professional Sport: A Netnographical Exploration

2017 ◽  
Vol 10 (3) ◽  
pp. 325-358 ◽  
Author(s):  
Gashaw Abeza ◽  
Norm O’Reilly ◽  
Benoit Seguin ◽  
Ornella Nzindukiyimana
Keyword(s):  
Relationship Marketing ◽  
Theoretical Framework ◽  
Professional Sport ◽  
Future Research ◽  
Sport Teams ◽  
Twitter Account ◽  
Core Components ◽  
Marketing Tool ◽  
The Relationship ◽  
Practical Implications

This study, guided by the relationship marketing theoretical framework, adopted an observational netnography method to investigate professional sport teams’ use of Twitter as a relationship marketing tool. Specifically, the study focused on the three core components of the theoretical framework of relationship marketing: communication, interaction, and value. The observational netnography is based on data gathered from the official Twitter account of 20 professional sport teams in the four major North American leagues over a seven-month period. Results outline seven emergent communication types, six interaction practices, and ten values (co)created by the teams or/and fans. Theoretical and practical implications, as well as impetus for future research, are identified.

The role and relevance of corporate social responsibility in sport: A view from the top

2010 ◽  
Vol 16 (4) ◽  
pp. 528-549 ◽  
Author(s):  
Kathy Babiak
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
North American ◽  
Professional Sport ◽  
Stakeholder Perspectives ◽  
Sport League ◽  
Beneficial Impact ◽  
Corporate Social ◽  
The Impact

AbstractCorporate social responsibility (CSR) represents behaviors that have increasingly strategic importance to many companies. CSR has been defined as a company's commitment to minimizing or eliminating any harmful effects on society and maximizing its long-term beneficial impact (Mohr, Webb, & Harris, 2001). The purpose of this paper is (a) to improve our understanding of how North American professional sport league executives view CSR and (b) to consider how CSR activities contribute to these leagues. Interviews with four senior league executives provide perspective as to the role and relevance of social responsibility in North American professional sport. The paper discusses the impact of leadership on CSR and relates the topics covered from institutional, strategic, and stakeholder perspectives.

Managing North American Major Professional Sport Teams in the New Millennium: A Focus on Building Brand Equity

2001 ◽  
Vol 15 (4) ◽  
pp. 297-317 ◽  
Author(s):  
James M. Gladden ◽  
Richard L. Irwin ◽  
William A. Sutton
Keyword(s):  
Brand Equity ◽  
North American ◽  
Sport Management ◽  
Customer Relationships ◽  
Professional Sport ◽  
Valuable Insight ◽  
Primary Concern ◽  
Sport Teams ◽  
Primary Means ◽  
Lead Management

Following a decade that produced astonishing player salaries, continued player mobility, widespread corporate involvement, and skyrocketing ticket prices and broadcast rights fees, North American major league professional sport teams enter the 21st century encountering a number of significant challenges. An analysis of the aforementioned trends yields valuable insight into the future of professional team sport management in North America and leads to the identification of a primary concern of team owners and operators, that of managing the franchise's brand equity. With team owners increasingly reaping profits from the long-term appreciation of the team's value while continuing to lose money on a yearly basis, there will be an increased focus on strengthening team brands. This new focus will lead management to build and maintain brand equity through two primary means: the acquisition of assets and the enhancement of customer relationships. Each of these predictions is explained in depth in this paper and examples are provided.

Pinterest and Female Sport Fans: Gaining a Foothold in the Male-Dominated Sport World

2014 ◽  
Vol 7 (3) ◽  
pp. 357-376 ◽  
Author(s):  
Lindsey Conlin ◽  
Dylan M. McLemore ◽  
Richard A. Rush
Keyword(s):  
Social Network ◽  
New Media ◽  
North American ◽  
Target Audience ◽  
Professional Sport ◽  
Sport Fans ◽  
Visual Framing ◽  
Sport Teams ◽  
Male Dominated ◽  
Share Information

Female sport fans account for over 45% of the fan base in some major professional sport leagues. This study analyzes every verified Pinterest account from teams in the 4 major North American sport leagues to investigate how teams use a social network consisting largely of female users to reach this growing target audience. The study finds that sport teams use Pinterest to promote purchasable items, share information about the team, highlight the fan experience, and share creative content—although to a lesser extent than the typical Pinterest user. Differences between leagues and details of content frames are discussed. Future directives for understanding how sport teams use Pinterest are presented, and the utility of visual framing for investigating new media is discussed.

Effects of Formal Structure on Managerial Recruitment: Comparisons of Japanese and North American Professional Baseball Clubs

1987 ◽  
Vol 4 (1) ◽  
pp. 1-16 ◽  
Author(s):  
John W. Loy ◽  
James E. Curtis ◽  
James M. Hillen
Keyword(s):  
North American ◽  
Cultural Context ◽  
Cross Cultural ◽  
Formal Structure ◽  
Professional Baseball ◽  
Research Strategies ◽  
Cross Cultural Differences ◽  
The North ◽  
High Interaction ◽  
The Relationship

This paper replicates Grusky’s (1963) study of the playing position-leadership recruitment relationship among North American professional baseball clubs in a different cultural context, comparing it to Japanese professional base-ball organizations over a 40-year period. Overall, the Japanese results are consistent with the North American findings, with the more central or high interaction positions contributing more leaders or field managers. However, the relationship is considerably weaker for the sport in Japan. There were also significant cross-cultural differences in the consequences of players having held the positions of pitcher and catcher. Alternative interpretations of the results are offered, and the implications of the results for choices of appropriate research strategies are presented.

Prophets and Profits of Racial Science

2018 ◽  
Vol 5 (1) ◽  
Author(s):  
Ruha Benjamin
Keyword(s):  
Political Economy ◽  
Social Construction ◽  
Precision Medicine ◽  
Group Differences ◽  
Racial Science ◽  
The Social ◽  
The Relationship ◽  
Racial Ethnic

In this response to Terence Keel and John Hartigan’s debate over the social construction of race, I aim to push the discussion beyond the terrain of epistemology and ideology to examine the contested value of racial science in a broader political economy. I build upon Keel’s concern that even science motivated by progressive aims may reproduce racist thinking and Hartigan’s proposition that a critique of racial science cannot rest on the beliefs and intentions of scientists. In examining the value of racial-ethnic classifications in pharmacogenomics and precision medicine, I propose that analysts should attend to the relationship between prophets of racial science (those who produce forecasts about inherent group differences) and profits of racial science (the material-semiotic benefits of such forecasts). Throughout, I draw upon the idiom of speculation—as a narrative, predictive, and financial practice—to explain how the fiction of race is made factual, again and again. 

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