A Study on the Determinants of Professional Baseball Fans’ Acceptance of Sport-ICT Convergence Service

2017 ◽  
Vol 56 (4) ◽  
pp. 319-335
Author(s):  
Hyo-Min Seo ◽  
Tae-Hee Kim ◽  
Kyung-Ro Chang
Keyword(s):  
Professional Baseball ◽  
Baseball Fans

Understanding Professional Baseball Fans’ Motivations: Push and Pull Theory

2016 ◽  
Vol 64 ◽  
pp. 387-396
Author(s):  
Hee-Tae Cho ◽  
Sun-Hwan Hwang
Keyword(s):  
Professional Baseball ◽  
Push And Pull ◽  
Baseball Fans

Conative Loyalty of Latino and Non-Latino Professional Baseball Fans

2010 ◽  
Vol 24 (4) ◽  
pp. 456-471 ◽  
Author(s):  
Michelle Harrolle ◽  
Galen Trail ◽  
Ariel Rodriguez ◽  
Jeremy Jordan
Keyword(s):  
Major League Baseball ◽  
Southeastern United States ◽  
Sport Marketing ◽  
Purchase Intentions ◽  
Professional Baseball ◽  
Market Segment ◽  
Market Segments ◽  
Sport Consumer Behavior ◽  
Sport Spectator ◽  
Baseball Fans

The sport marketing field has neglected to study the Latino population despite escalating amounts of consumer research within the marketing literature focusing on this market segment. Therefore, the purpose of our study was to examine the potential predictors of conative loyalty (i.e., purchase intentions) of the Latino fan by testing the Model of Sport Spectator Conative Loyalty (Model B) on a Latino sample. In addition, we wanted to compare the relationships within the model between Latinos and Non-Latinos to study the potential differences between the two market segments. The participants were Latino (n= 127) and Non-Latino (n= 186) attendees of a professional Major League Baseball game in the Southeastern United States. Even though the model results were very similar for both groups, differences do exist between Latinos and Non-Latinos in terms of specific sport consumer behavior relationships (e.g., BIRGing and CORFing on Conative Loyalty).

scholarly journals The development of spectator motivation scale for South korean professional baseball fans

2017 ◽  
Vol 29 (1) ◽  
pp. 54-63
Author(s):  
Sung-Bae Roger Park ◽  
JungTaek Shin ◽  
Shin, Sanghyun
Keyword(s):  
Professional Baseball ◽  
South Korean ◽  
Motivation Scale ◽  
Baseball Fans

scholarly journals Data analysis of financial burden index through KBO league FA pitcher's performance and contract amount size

2021 ◽  
Vol 11 (3) ◽  
pp. 2555
Author(s):  
Semin Kim ◽  
Kangsoo You
Keyword(s):  
Data Analysis ◽  
Economic Crisis ◽  
Financial Burden ◽  
Basic Data ◽  
Professional Baseball ◽  
Sports Industry ◽  
Sports Events ◽  
The World ◽  
The Republic ◽  
Baseball Fans

Due to the recent pandemic of COVID-19, sports events around the world are being hit hard in 2020. However, with the KBO league having been opened even though it is late, it has attracted the attention of baseball fans around the world as it becomes an overseas broadcast. However, since the Republic of Korea is also affected by the global economic crisis, the financial burden of professional baseball teams that rely on their parent company has become a hot topic. Therefore, in this study, we collected records such as IP, ERA, and WAR of KBO league FA pitchers and news related to FA contracts. Then, we preprocessed the data and analyzed it. To this end, we analyzed the performance and financial burden indicators according to the pitcher's age and contract years. In addition, it was found that the performance of athletes was maintained until their mid 30’s, and through rational FA contracts, the team and athletes were able to suggest win-win strategies. And with this basic data analysis in the sports industry, the possibility of utilizing these strategies was confirmed.

A Study on the Perception of Professional Baseball Fans for Sports Sponsorship from Overseas Capital

2018 ◽  
Vol 27 (2) ◽  
pp. 247-261
Author(s):  
Wan-Young Lee ◽  
Gang-Min Yoo ◽  
Seong-Sik Cho
Keyword(s):  
Professional Baseball ◽  
Sports Sponsorship ◽  
Baseball Fans

Investigating the different congruence effects on sports sponsor brand equity

2017 ◽  
Vol 18 (2) ◽  
pp. 196-211 ◽  
Author(s):  
Michael Chih-Hung Wang
Keyword(s):  
Brand Equity ◽  
Mediating Effect ◽  
Professional Baseball ◽  
Brand Identification ◽  
Content Type ◽  
Mediated Effects ◽  
Sports Sponsorship ◽  
Baseball Fans ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived congruence on sponsor brand identification and sponsor credibility, respectively; second, the influence of sponsor brand identification and sponsor credibility on sponsor brand equity; and third, the mediating effect of sponsor brand identification and sponsor credibility on the relationship that self-congruity and perceived congruence each have with sponsor brand equity. Design/methodology/approach A field study was conducted in Taiwan, where 410 questionnaires were collected from baseball fans of the Chinese Professional Baseball League (the local professional baseball league). Findings The findings support all of the hypotheses and reveal that self-congruity and perceived congruence leverage sponsor brand equity through sponsor brand identification and sponsor credibility, respectively. Both sponsor brand identification and sponsor credibility partially mediate the relationship that self-congruity and perceived congruence each have with sponsor brand equity. Practical implications The findings of this study can assist sponsorship managers in realising how to leverage a sponsor brand equity. Originality/value The conceptual model investigated both direct and indirect (i.e. mediated) effects by providing different theoretical explanations to explore how self-congruity and perceived congruence leverage sponsor brand equity in the Asian sports sponsorship context.

Sign in / Sign up

Export Citation Format

Share Document