scholarly journals Sport Fans’ Price Sensitivity Based on Loyalty Levels: A Case of Korean Professional Baseball League

2021 ◽  
Vol 13 (6) ◽  
pp. 3361
Author(s):  
Jung-Sup Bae ◽  
Weisheng Chiu ◽  
Sang-Back Nam
Keyword(s):  
Price Sensitivity ◽  
Professional Baseball ◽  
Pricing Strategies ◽  
The Sustainable Development ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Ticket Price ◽  
Sport Fans ◽  
Price Range ◽  
Practical Implications

For the sustainable development of the Korean Professional Baseball League (a.k.a., KBO League), it is critical to propose profitable and efficient pricing strategies for each team in the KBO League. Therefore, the purpose of this study was to understand KBO League fans’ perceptions of price sensitivity. More specifically, this study explored how fans’ perceptions of price sensitivity and latitude of price acceptance vary between different loyalty groups. A total of 213 valid responses were recruited from KBO League fans by using a convenience sampling approach. As a result, based on the levels of attitudinal loyalty and behavioral loyalty, fans were classified into four categories: loyal fans, latent fans, spurious fans, and indifferent fans. Moreover, loyal fans were found to be less sensitive to the ticket price increase of different levels (i.e., 10%, 20%, and 30%), followed by latent fans, spurious fans, and indifferent fans. Meanwhile, loyal fans have the highest level of the latitude of price acceptance, followed by latent fans, spurious fan, and indifferent fans. The findings of this study contribute to a better understanding of sport fans’ responses to the change of ticket price and their perceptions of the accepted price range. Meanwhile, this study offers practical implications for marketers of KBO League teams to develop tailored pricing strategies for their fans by considering different loyalty levels.

scholarly journals Behavioral Loyalty and Attitudinal Loyalty: Malaysian’s Intention on Counterfeit Clothing and Footwear

2012 ◽  
Vol 2 (1) ◽  
pp. 106 ◽  
Author(s):  
Annie Ng Cheng San ◽  
Choy Johnn Yee
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Marketing Intelligence ◽  
Counterfeit Products ◽  
Relationship Of ◽  
The Relationship ◽  
Practical Implications

Purpose: The research aim to clarify the relationship of brand loyalty: attitudinal and behavioral loyalty with the Malaysian purchase intention on pirated clothing and footwear in order to gain better understanding in developing advance countermeasure.Design/ Methodology/ Approach: A quantitative research is used to obtain the first hand information. 380 sets of personally- administrated questionnaires were distributed in Malaysia -Penang’s Batu Ferringhi Night Market. A variety of statistical analysis techniques were used.Findings: The findings suggested brand loyalty: attitudinal and behavioral have a significant relationship with the purchase intention of counterfeit products. Under the two brand loyalty concepts, the behavioral loyalty had a greater negative association with the consumer intention on counterfeit.  Practical implications: The paper provided in dept knowledge about the consumers motivation on counterfeit products and the information of marketing intelligence strategy-branding which available for the marketers and genuine manufacturers in better eradicate the counterfeit activities.Research Limitations: The paper was primarily focus on the counterfeit clothing and footwear. Although the focus and sample size is adequate and accepted but the generalizability of study may be limited and cannot consider as representative collectively for the whole of Malaysia and other pirated products. Secondly, the quantitative research used had limited the further insight of other unknown variables or factors that do not included. 

scholarly journals Estimating the price range and the effect of price bundling strategies

2019 ◽  
Vol 29 (2) ◽  
pp. 166-181 ◽  
Author(s):  
Sérgio Dominique-Ferreira ◽  
Cristina Antunes
Keyword(s):  
Market Share ◽  
Design Methodology ◽  
Price Sensitivity ◽  
Content Type ◽  
Price Range ◽  
Price Bundling ◽  
Hotel Managers ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to investigate and identify the price sensitivity of consumers of three- and five-star hotels and to determine the impact of bundling strategies on consumers’ price sensitivity. Design/methodology/approach To calculate price sensitivity, authors apply the van Westendorp’s price sensitivity meter (PSM). To understand the impact of bundling strategies, univariate and bivariate techniques are applied. Findings PSM results reveal the optimal prices and the range of acceptable prices for three- and five-star hotel. The bundling strategy results reveal that five-star customers are less sensitive to mixed-leader bundling. Regarding mixed-joint bundling, managers could improve sales through bundling strategies if they selected an attractive service (e.g. restaurants). Practical implications Findings assist hotel managers to understand the different price sensitivities, according to the hotel typology. Managers can manage prices without the risk of losing market share or revenue. The results help managers in deciding which bundling strategies they can create, as well as the services to be included to achieve highest profitability. Originality/value No research to date to the best of the authors’ knowledge has attempted to understand and compare the role of bundling strategies in three- and five-stars hotels. Moreover, no research has attempted to measure and compare customers’ price sensitivity of three- and five-stars hotels.

The enhanced loyalty drivers of customers acquired through referral reward programs

2017 ◽  
Vol 28 (4) ◽  
pp. 687-706 ◽  
Author(s):  
B. Ramaseshan ◽  
Jochen Wirtz ◽  
Dominik Georgi
Keyword(s):  
Design Methodology ◽  
Switching Costs ◽  
Customer Acquisition ◽  
Effective Management ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Lower Effect ◽  
Reward Programs ◽  
Practical Implications

Purpose The purpose of this paper is to extend prior research on referral reward programs (RRPs) by examining if and how the mode of customer acquisition (RRP-acquired customers vs non-RRP-acquired new customers) moderates the relationships between customer satisfaction and attitudinal loyalty, perceived switching costs and attitudinal loyalty, and attitudinal loyalty and behavioral loyalty (i.e. recommendations, cross-buying, and total spend). Design/methodology/approach Set in a banking context, this study is the first in an RRP context to link survey data with actual purchase data from a bank’s CRM records. Specifically, the survey captured customers’ satisfaction, perceived switching costs and attitudinal loyalty, whereas the CRM data provided actual loyalty behaviors (cross-buying and total spend). Findings The findings show that the effect of satisfaction on attitudinal loyalty, and the effects of attitudinal loyalty on recommendations, cross-buying, and total spend were stronger for RRP-acquired customers than for non-RRP-acquired new customers. Furthermore, perceived switching costs had a lower effect on attitudinal loyalty for RRP-acquired customers than for non-RRP-acquired new customers. Practical implications The findings offer managers a better understanding of how RRP-acquired customers differ from non-RRP-acquired new customers with regard to their satisfaction, perceived switching costs, and attitudinal and behavioral loyalty, thus enabling effective management of RRPs. Originality/value This is the first empirical study that explores the differences between RRP-acquired customers and non-RRP-acquired new customers with regard to the effects of satisfaction and perceived switching costs on attitudinal loyalty, and the effect of attitudinal loyalty on behavioral loyalty.

The Mobile Phone and Professional Sports: Fans’ Use of Mobile Content for Loyalty, Identification, and Fandom

2015 ◽  
Vol 8 (4) ◽  
pp. 452-476 ◽  
Author(s):  
Seok Kang
Keyword(s):  
Information Service ◽  
Professional Sports ◽  
The United States ◽  
Team Identification ◽  
Sports Fans ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Sport Fans ◽  
Young Professional ◽  
Southwest Region

The purpose of this study was to examine how fans of professional sports use mobile content to develop fan support. Mobile-content dimensions were evaluated and their relationships with attitudinal and behavioral loyalty, team identification, and sport fandom were tested. A total of 665 young professional sport fans were surveyed in the southwest region of the United States. Three mobile-content dimensions—information, service, and interaction—were identified. The results indicate that the information dimension was positively associated with attitudinal loyalty, team identification, and sport fandom. The service dimension was positively linked to behavioral loyalty. The findings suggest that young professional sports fans’ selective use of mobile content accounts for different types of fan support.

Creating Loyal Prosocial Transformative Service Consumers: A Proposed Model With Direct and Indirect Effects

2021 ◽  
pp. 183933492199851
Author(s):  
Rory Mulcahy ◽  
Rebekah Russell-Bennett ◽  
Jo Previte
Keyword(s):  
Indirect Effects ◽  
Blood Donation ◽  
Well Being ◽  
Service Research ◽  
Direct And Indirect Effects ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Consumer Value ◽  
Proposed Model ◽  
Important Extension

Understanding transformative services, where the consumer is not the primary well-being beneficiary, is fundamental to furthering the transformative service research (TSR) paradigm. Furthermore, it is imperative to understand the co-creation behaviors consumers can partake in during prosocial transformative services to improve their service experience and, ultimately, their repeat usage of the service. This study is one of the first to develop a model drawing together three key service frameworks (co-creation behavior, service quality, and consumer value), which is empirically validated using real consumers of a prosocial transformative service, namely blood donation. In addition, a key strength of the study is the objective measurement of behavioral loyalty using organizational records, which is an important extension to prior TSR studies that often measure attitudinal loyalty (behavioral intentions) as a proxy. The findings have important implications for furthering transformative scholars’ and practitioners’ understanding of how services can improve individual and societal well-being.

Increasing consumer identification with a service company: key influencing factors

2016 ◽  
Vol 32 (11) ◽  
pp. 19-21
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Marketing Manager ◽  
Content Type ◽  
Behavioral Loyalty ◽  
Pertinent Information ◽  
Meaningful Relationships ◽  
Company Identification ◽  
Positive Word Of Mouth ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Creating and strengthening meaningful relationships with the firm’s customers should be a top priority for any marketing manager. Greater positivity toward the organization and increased loyalty are among the rewards attainable for those willing to expend the effort. The magnitude of the issue has lead to growing attention on consumer-company identification. Core to this construct is the notion that people consider themselves to be psychologically connected to a particular firm. This perception of belongingness often leads to deeper relations and higher levels of commitment reflected in such as willingness to act as an advocate for the firm and spread positive word-of-mouth, lower vulnerability to negative information about the company, increased purchase intention and higher levels of both attitudinal and behavioral loyalty. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Reuse of polyester-glass laminate waste in polymer composites

2021 ◽  
Vol 2 (107) ◽  
pp. 49-58
Author(s):  
M. Chomiak
Keyword(s):  
Tensile Strength ◽  
Composite Materials ◽  
Impact Strength ◽  
Volume Fraction ◽  
Matrix Composites ◽  
Glass Laminate ◽  
The Sustainable Development ◽  
Processing Properties ◽  
New Generation ◽  
Practical Implications

Purpose: of this paper is to develop a new generation of polymer composite materials that would ensure the use of residual and serious environmental problems of polyester-glass laminate waste. Design/methodology/approach: The glass reinforced polyester waste was ground and added to produce new composites. Thermoplastic - high impact polystyrene was selected for the composite matrix. Composites containing 10, 20, 30% by weight of the filler of polyester-glass laminate powder were made. The process of extrusion and subsequent injection was used to prepare the test samples. The influence of the filler on selected properties of composites was evaluated. The physical properties of the filler as well as the processing properties of the mixture as well as the mechanical properties - impact strength and tensile strength of the obtained composites were investigated. Findings: A decrease in tensile strength and impact strength was observed along with an increase in the amount of filler. Research limitations/implications: It would be interesting to carry out further analyzes, in particular with a higher volume fraction of the filler or with a different composite structure, e.g. using PVC as a matrix. The developed research topic is a good material for the preparation of publications of a practical and scientific nature, especially useful in the research and industrial environment. Practical implications: The shredded glass-polyester waste can be used as a filler of polystyrene, however, the resulting composite could be used to produce parts with slightly less responsible functions such as artificial jewelery or toy elements. Originality/value: Obtained results are a new solution a global waste management solution for glass reinforced polyester waste, which may contribute to the sustainable development of the composite materials industry through the partial utilization of waste composites with a duroplastic matrix.

scholarly journals FAKTOR-FAKTOR YANG MEMPENGARUHI BRAND EXPERIENCE TEHADAP BRAND LOYALTY PADA IPHONE INDONESIA

2019 ◽  
Vol 3 (1) ◽  
pp. 147-162
Author(s):  
Nur Latifah
Keyword(s):  
Brand Loyalty ◽  
Sensory Experience ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Identification ◽  
Brand Love ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty

Alat  komunikasi  canggih  atau  yang  terkenal  dengan smartphone,  saat  ini sudah  menjadi  kebutuhan  bagi  sebagian  besar  orang. Dengan banyaknya perusahaan smartphone yang ada di Indonesia menyebabkan konsumen lebih sadar akan merek yang ada dan mengenalinya sesuai dengan kebutuhan. Salah satu smartphone flagship yang dikenal konsumen adalah iPhone. Penelitian ini menggunakan SEM-PLS untuk mengetahui faktor-faktor yang mempengaruhi hubungan antara brand experience (sensory experience, intellectual experience, behavioral experience) terhadap brand loyalty (behavioral loyalty, attitudinal loyalty). Hasil penelitian menyatakan bahwa seluruh dimensi brand experience berpengaruh positif signifikan terhadap brand love dan brand trust . Brand love dan brand trust berpengaruh positif signifikan terhadap seluruh dimensi brand loyalty. Brand love memediasi secara signifikan hubungan antara seluruh dimensi brand experience dengan seluruh dimensi brand loyalty kecuali dimensi brand experience (intellectual experience) dengan brand loyalty (attitudinal loyalty). Brand identification tidak memoderasi secara positif signifikan hubungan antara seluruh dimensi brand experience dengan brand love dan brand trust. Brand identification tidak memoderasi secara positif signifikan hubungan antara brand love dan seluruh dimensi brand loyalty. Brand identification memoderasi secara positif signifikan hubungan antara brand trust dan behavioral loyalty. Brand identification tidak memoderasi secara positif signifikan hubungan antara brand trust dan attitudinal loyalty.

A Magic “Bullet”: Exploring Sport Fan Usage of On-Screen, Ephemeral Posts During Live Stream Sessions

2021 ◽  
pp. 216747952110389
Author(s):  
Bo Li ◽  
Michael L. Naraine ◽  
Liang Zhao ◽  
Chenyang Li
Keyword(s):  
Magic Bullet ◽  
Structured Interviews ◽  
Sports Fans ◽  
Sport Fans ◽  
Sports Events ◽  
Critical Commentary ◽  
Information Interaction ◽  
Sport Fan ◽  
Over The Top ◽  
Practical Implications

The bullet-screen function is an augmented comment feature that has been adopted by the majority of Over-the-Top (OTT) services to foster users’ interaction and watching experience. This feature empowers sports customers to post and view numerous, short, and fast-moving comments that overlap over the screen while watching live stream sports events in real time. This research aims to investigate how sports fans embrace the bullet-screen feature while watching live stream sports. Through a combination of thematic analyzing bullet-screen comments from a National Basketball Association Finals game, and semi-structured interviews among bullet-screen users ( N = 15), the results indicate that sport fans’ bullet-screen messages could be classified into five categories: critical commentary, socialization, supportive interactions, random messages, and trash talk. Four motives for sports fans to engage with bullet-screen posting were identified: entertainment, gathering information, interaction, and finding belonging. The study also showed that the inappropriateness of comments and too much overlay on the screen could prevent sports fans from utilizing the service. Theoretical and practical implications have also been discussed.

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