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.

scholarly journals Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

2020 ◽  
Vol 12 (8) ◽  
pp. 3183
Author(s):  
Woo-yeul Baek ◽  
Hyun-seok Song ◽  
Doo-Han Kim ◽  
Kevin K. Byon
Keyword(s):  
Purchase Intention ◽  
Sport Marketing ◽  
Professional Sport ◽  
Moderating Effects ◽  
Sport Fans ◽  
Sport Team ◽  
Cause Related Marketing ◽  
Study Results ◽  
Helping Others ◽  
Baseball Fans

Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans’ embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans’ perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans’ altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans’ perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans’ altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team’s CRM campaign as cause-oriented and show their support for the campaign.

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.

scholarly journals Being Caught in the Middle of Inter-Parental Conflict: Relationship between Inter-Parental Conflict and Attitudes towards Marriage among Male and Female Adolescents from Divorced Families

2016 ◽  
Vol 12 (12) ◽  
pp. 57 ◽  
Author(s):  
Siti Nor Yaacob ◽  
Fam Jia Yuin ◽  
Firdaus Mukhtar ◽  
Zarinah Arshat
Keyword(s):  
Female Adolescents ◽  
Parental Conflict ◽  
Moderating Effects ◽  
School Students ◽  
Divorced Families ◽  
Positive Attitudes ◽  
Study Results ◽  
The Relationship ◽  
Attitudes Towards Marriage

Children of divorced family are at greater risk to divorce themselves in later years. In an attempt to understand the process of “transmission of divorce” across generations, the current study examined the potential moderation role of gender in the relationship between inter-parental conflict and attitudes towards marriage among adolescents from divorced Muslim family. A total of 341 secondary school students across three states in Malaysia were recruited to participate in the current study. Results of multivariate analysis revealed that being male and exposure to high inter-parental conflict predicted less positive attitudes towards marriage. Gender has no moderating effects in the relationship between inter-parental conflict and attitudes towards marriage. These findings underscore the deleterious effects of inter-parental conflict on adolescents.

Corporate social responsibility, country reputation and corporate reputation

2019 ◽  
Vol 27 (2) ◽  
pp. 178-197 ◽  
Author(s):  
Keith James Kelley ◽  
Thomas A. Hemphill ◽  
Yannick Thams
Keyword(s):  
Latin America ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Emerging Markets ◽  
Shared Value ◽  
Content Type ◽  
Country Reputation ◽  
Creating Shared Value ◽  
Corporate Social ◽  
The Relationship

Purpose This paper aims to explore the relationship between corporate social responsibility (CSR) and corporate financial performance (CFP) from a shared value perspective. Adopting reputation as a multilevel form of value that mediates the CSR–CFP relationship, the paper explains how CSR initiatives may enhance both firm and country reputation and how the amount of shared value between the two leads to CFP. Design/methodology/approach The paper first establishes the theoretical foundation for the relationship between CSR and CFP. It then draws connections to a more recent stream of literature surrounding the concept of creating shared value to expand upon this relationship, adopting reputation as a multilevel form of shared value that mediates the CSR–CFP relationship. The paper further discusses moderating influences of this relationship that may vary contextually with emerging economies such as those in Latin America. Findings The paper argues that as markets become further developed, CSR initiatives will create a higher proportion of shared reputational value between a corporation and country. This is the result of from aligning CSR initiatives that benefit a society, with the strategic goals of the firm – the essence of creating of shared value – but is more difficult in emerging markets, especially volatile ones. Originality/value This paper offers insight into a complex relationship between CSR, shared reputational value and CFP by introducing the more recent concept of creating shared value. Several propositions related to this general relationship, and some related to the difference among emerging markets (such as those in Latin America), address the need for more research related to corporate and country reputation, creating shared value and in the emerging market context.

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 Effects of Strategy Characteristics for Sustainable Competitive Advantage in Sharing Economy Businesses on Creating Shared Value and Performance

2020 ◽  
Vol 12 (4) ◽  
pp. 1397 ◽  
Author(s):  
Sungmin Kang ◽  
Youn Kue Na
Keyword(s):  
Competitive Advantage ◽  
Sharing Economy ◽  
Shared Value ◽  
Sustainable Competitive Advantage ◽  
Value Network ◽  
Strategic Resources ◽  
Strategic Innovation ◽  
Creating Shared Value ◽  
And Performance ◽  
The Relationship

This study aimed to identify strategy characteristics for sustainable competitive advantage in businesses utilizing the sharing economy (SE) and to investigate whether such strategy characteristics are related to creating shared value (CSV) and performance. A total of 631 participants who had used goods and services of SE businesses were selected as the unit of analysis in reference to the components of business-to-peer (B2P) and peer-to-peer (P2P) SE business models. Reliability, validity, and goodness-of-fit tests and path analysis were performed using SPSS and AMOS statistical packages. The following results were obtained. First, regarding the relationship between strategy characteristics for sustainable competitive advantage and “social congruence,” which is related to creating shared value, this variable was significantly influenced by “value network” in the B2P model and “strategic innovation” and “strategic resources” in the P2P model. Second, regarding relationship with the aforementioned strategy characteristics and “value of information sharing,” the latter variable was significantly influenced by “moment of truth,” “strategic innovation,” and “value network” in the B2P model, and “moment of truth,” “strategic resources,” and “value network” in the P2P model. Third, regarding the relationship among variables related to CSV and their contribution to performance, “social value congruence” was affected by “value of information sharing,” and these variables had significant effects on “value of participation” in both models. Only “value of participation” made a significant contribution to “performance.”

scholarly journals The Effect of Personal Value on CSV (Creating Shared Value)

2019 ◽  
Vol 5 (2) ◽  
pp. 34 ◽  
Author(s):  
Jeongho Koo ◽  
Suhyun Baek ◽  
Sunah Kim
Keyword(s):  
Goal Setting ◽  
Personal Values ◽  
Shared Value ◽  
Social Commitment ◽  
Personal Value ◽  
Creating Shared Value ◽  
Self Actualization ◽  
The Individual ◽  
The Relationship ◽  
University Setting

The purpose of this study is to reveal the effect of personal value as a part of creating shared value (CSV). We extracted factors of personal value through a literature review. Personal value consists of social commitment, self-actualization, goal setting, and solidarity. Self-actualization is the universal motivation of the individual, goal setting is the basis for the occurrence of action, and solidarity is the relationship factor that defends competition and personalization. This study was conducted on three hypotheses. Hypothesis 1 is that self-actualization will have an effect on CSV. Hypothesis 2 is that goal setting will have an effect on CSV. Hypothesis 3 is that solidarity will have an effect on CSV. The proxy of CSV is social commitment. We examine the effects of these personal values on CSV by surveying 557 university students. This study applied the regression model to test the hypotheses. The empirical results are as follows. CSV increases when we are more self-actualized. Goal setting positively affects CSV. CSV goes up as we have many relationships with organizations and are more cooperative in work. This study suggests the important elements of personal values in a university setting for CSV, and enables setting the direction of the education by setting the index of the attitude to increase the value of the individual in CSV.

Effects of Collectivism on Chinese Organizational Citizenship Behavior: Guanxi As Moderator

2017 ◽  
Vol 45 (7) ◽  
pp. 1127-1142 ◽  
Author(s):  
Jaehoon Rhee ◽  
Xiaofei Zhao ◽  
In Jun ◽  
Choonghyun Kim
Keyword(s):  
Human Resource ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Management Practices ◽  
Citizenship Behavior ◽  
Future Research ◽  
Full Time ◽  
Moderating Effects ◽  
Study Results ◽  
The Relationship

We conducted a survey to verify the relationship between vertical and horizontal collectivism and Chinese organizational citizenship behavior (Chinese OCB) with a focus on the moderating effects of guanxi. Data were collected through emails and an online survey from 432 full-time Chinese employees. The findings of the study indicated that collective orientation was positively related to Chinese OCB, and that guanxi moderated only the relationship between vertical collectivism and Chinese OCB. Our findings help strengthen the understanding of the dimensions of Chinese OCB. Theoretical contributions are discussed; in particular, possible reasons for the nonsignificant moderating effects of guanxi on horizontal collectivism and Chinese OCB are given. Study results provide not only practical implications for existing employers or human resource managers, but also for start-up entrepreneurs in their human resource management practices and innovative policies. Limitations of the study are pointed out and topics for future research are suggested.

Sign in / Sign up

Export Citation Format

Share Document