Which Professional Sport Team Has the Best Marketing Performance in Driving Attendance? The Stochastic Frontier Approach

2020 ◽  
Vol 15 (2) ◽  
pp. 55-68
Author(s):  
Hyunwong Pyun ◽  
◽  
Jeeyoon Kim ◽  
Daehwan Kim ◽  
◽  
...  
Keyword(s):  
Stochastic Frontier ◽  
Professional Sport ◽  
Stochastic Frontier Approach ◽  
Sport Team ◽  
Marketing Performance ◽  
Professional Sport Team

Branding a Professional Sport Team that Reenters the Same Marketplace: Stakeholders’ Perspectives

2021 ◽  
Vol 30 (1) ◽  
pp. 3-15
Author(s):  
François Rodrigue ◽  
Gashaw Abeza ◽  
Benoît Séguin ◽  
Eric MacIntosh
Keyword(s):  
Qualitative Method ◽  
Community Outreach ◽  
Professional Sport ◽  
Future Research ◽  
Structured Interviews ◽  
Sport Team ◽  
Sport League ◽  
Professional Sport Team ◽  
Practical Recommendations

This study explored stakeholders’ perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study’s purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners’ credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided.

Sport-For-Development Organizational Hybridity: From Differentiated to Dysfunctional

2019 ◽  
Vol 33 (5) ◽  
pp. 467-480 ◽  
Author(s):  
Katherine Raw ◽  
Emma Sherry ◽  
Katie Rowe
Keyword(s):  
Qualitative Case Study ◽  
Hybrid Structure ◽  
Professional Sport ◽  
Case Study Design ◽  
Sport Team ◽  
Sport For Development ◽  
Funding Opportunities ◽  
Professional Sport Team ◽  
Insight Into

Despite recent advances in sport-for-development (SFD) literature, few scholars have empirically examined organizational hybridity in SFD contexts. This is despite hybrid organizational approaches becoming increasingly common in the delivery of SFD initiatives. Opportunities exist for researchers to build knowledge regarding SFD hybrids, particularly those which operate in professional sport contexts. In this research, we examine an SFD organization, delivered by a professional sport team, which operates under a hybrid structure. A longitudinal qualitative case study design was employed, and findings demonstrate how the SFD organization, which presents a practical example of organizational hybridity, evolved over time. Drawing upon Svensson typologies of SFD hybrids, results illustrate how the organization transformed from a differentiated hybrid into a dysfunctional hybrid, under the influence of funding opportunities and institutional logics. Through the present study, we build upon theoretical understandings of SFD hybrids and offer practical insight into the nuances of SFD hybrids delivered in professional sport contexts.

Development of a Scale to Measure Team Brand Associations in Professional Sport

2006 ◽  
Vol 20 (2) ◽  
pp. 260-279 ◽  
Author(s):  
Stephen D. Ross ◽  
Jeffrey D. James ◽  
Patrick Vargas
Keyword(s):  
Discriminant Validity ◽  
Professional Sport ◽  
Brand Associations ◽  
Sport Team ◽  
Brand Association ◽  
Free Thought ◽  
Panel Review ◽  
Professional Sport Team ◽  
Team Brand ◽  
Community Team

The Team Brand Association Scale (TBAS), which is intended to measure professional sport team brand associations, was developed through the use of a free-thought listing technique in combination with a confirmatory factor analysis procedure. Information was provided by individuals regarding their favorite sports team, and 11 dimensions underlying professional sport team brand associations were identified: nonplayer personnel, team success, team history, stadium community, team play characteristics, brand mark, commitment, organizational attributes, concessions, social interaction, and rivalry. Review of the TBAS psychometric properties indicated that eight dimensions had acceptable reliabilities (Cronbach’s alpha scores ranging from .76-.90), as well as content validity (verified by a 3-member expert panel review), discriminant validity (based on correlations among latent constructs and their standard errors), concurrent validity (significant correlations with an external measure), and construct validity.

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