Attitudes Toward Rival Teams' Naming-Rights Sponsors

2019 ◽  
pp. 182-204 ◽  
Author(s):  
Terry Eddy ◽  
Lamar Reams ◽  
Brendan Dwyer
Keyword(s):  
Exploratory Study ◽  
Behavioral Intentions ◽  
Negative Transfer ◽  
College Football ◽  
Team Identification ◽  
Transfer Effects ◽  
Naming Rights

The purpose of the chapter is to present an exploratory study examining the effects of rivalry on attitudes toward naming-rights sponsors in college football. Although research on the effects of partnerships with rival teams on fans' reactions and/or perceptions of the brand has been appearing for over a decade, the volume of work is still quite limited. From the research that does exist, findings tend to be fairly consistent in that negative transfer effects on sponsoring brands have been found to exist among rival fans. The current study investigated the effects of team identification and perceived strength of rivalry on sponsor image and behavioral intentions of individuals for whom the team with the naming-rights partnership is not their favorite.

Predicting Behavioral Loyalty through Community: Why Other Fans Are More Important Than Our Own Intentions, Our Satisfaction, and the Team Itself

2015 ◽  
Vol 29 (3) ◽  
pp. 318-333 ◽  
Author(s):  
Masayuki Yoshida ◽  
Bob Heere ◽  
Brian Gordon
Keyword(s):  
Behavioral Intentions ◽  
Consumer Satisfaction ◽  
Team Identification ◽  
Half Time ◽  
Community Attachment ◽  
Behavioral Loyalty ◽  
Sport Team ◽  
Professional Soccer ◽  
Actual Attendance ◽  
The Impact

A consumer’s loyalty to a specific sport team is longitudinal in nature. This longitudinal study examines the effects of consumers’ attitudinal constructs (team identification, associated attachment points, consumer satisfaction, and behavioral intentions) on behavioral loyalty in the context of a professional soccer event. To test the proposed relationships, the authors assess the impact of consumers’ self-reported measures (Time 1) on actual attendance frequency in the first half (Time 2) and the second half (Time 3) of the season. The results indicate that fan community attachment is the only construct that can predict attendance frequency over a longer period of time while team identification, satisfaction and behavioral intentions are not significant predictors of attendance frequency throughout the season. The theoretical model and results reinforce the importance of fan community attachment toward longitudinal attendance frequency and add new insights into the predictive validity of some of the attitudinal marketing measures in the field of sport management.

Can Visual Complexity Impede Impact Appreciation of Mediated Sports? Team Identification and Viewer Response to a Complex Presentation of College Football

2011 ◽  
Vol 4 (4) ◽  
pp. 454-472 ◽  
Author(s):  
R. Glenn Cummins ◽  
Norman E. Youngblood ◽  
Mike Milford
Keyword(s):  
College Athletics ◽  
Visual Complexity ◽  
College Football ◽  
Negative Evaluation ◽  
Team Identification ◽  
Game Play ◽  
Sports Team ◽  
Low Levels ◽  
The Impact ◽  
Viewer Response

Sport telecasts are frequently the showcase and testing ground for innovative broadcast technologies. One particularly novel example is ESPN’s coverage of college athletics via its multiscreen, or mosaic, format. This experiment tested the impact of its visual complexity by comparing the response of fans high and low in team identification to this format versus a traditional presentation of dull and exciting game play. For highly identified spectators, this format was a detriment to their appreciation of game play, whereas the format had little impact for viewers with low levels of team identification. Moreover, independent of degree of team identification, viewers reported a more negative evaluation of this technique than of a traditional broadcast, and results were consistent regardless of the dull or exciting nature of game play.

scholarly journals Influence of Negative Transfer of Dialects on English Pronunciation and Teaching Strategies

2021 ◽  
Vol 14 ◽  
pp. 1-6
Author(s):  
Lihong Wang ◽  
Weijie Gou
Keyword(s):  
Coping Strategies ◽  
Teaching Strategies ◽  
Negative Transfer ◽  
Transfer Effects ◽  
Teaching Process ◽  
English Pronunciation ◽  
The Impact ◽  
Listening And Speaking ◽  
Learning English ◽  
Speaking Skills

In the process of students’ learning English pronunciation, some pronunciation errors caused by the negative transfer of Chinese are caused. If these negative transfer effects of Chinese cannot be overcome, it will hinder the improvement of students’ listening and speaking skills. This article analyzes the impact of negative dialect transfer on English phonetics learning from three aspects: phoneme, coherent pronunciation and intonation, and proposes some coping strategies, hoping to instruct teachers to help students overcome the impact of negative dialect transfer and improve their English pronunciation level during the listening and speaking teaching process.

The Influence of Personal Values and Goals on Cognitive and Behavioral Involvement in Sport

2011 ◽  
Vol 25 (6) ◽  
pp. 593-605 ◽  
Author(s):  
Donghun Lee ◽  
Galen Trail
Keyword(s):  
Consumer Behavior ◽  
Exploratory Study ◽  
Personal Values ◽  
Life Goals ◽  
Team Identification ◽  
Personal Goals ◽  
Regression Analyses ◽  
Sport Consumer Behavior ◽  
Game Attendance ◽  
Practical Implications

This exploratory study examined the relationships among personal values, life goals, and individuals’ cognitive and behavioral involvement in sport. Multiple regression analyses revealed that personal values and goals explained a small to large amount of variance in General Sport Fanship (28%), Team Identification (28%), Televised Sports Viewership (19%), Game Attendance (13%), Internet Use specific to Sport (13%), Sport Listenership (12%), Sport Merchandise Purchasing (9%), and Sport Readership (8%). Comprehending the practical implications of identifying personal values, and in some cases personal goals, that influence cognitive loyalty and sport consumer behavior might improve sport marketers’ abilities to predict various types of sport involvement.

Transfer and Non-Transfer Successive Incentive Contrast Effects in the Rat

1976 ◽  
Vol 28 (4) ◽  
pp. 541-551 ◽  
Author(s):  
P. E. Wookey
Keyword(s):  
Negative Transfer ◽  
Negative Contrast ◽  
Present Theory ◽  
Frustration Theory ◽  
Adaptation Level ◽  
Contrast Effects ◽  
Transfer Effects ◽  
Incentive Contrast ◽  
Adaptation Level Theory ◽  
Lever Pressing

Recent evidence concerning successive incentive contrast suggests the occurrence of both positive and negative contrast effects under both non-transfer and transfer conditions. There are three types of explanation for these contrast effects, based on frustration theory, sequential theory and adaptation level theory (perceptual accounts). One of the critical experiments favouring perceptual accounts, Collier and Marx (1959), is subject to a number of methodological criticisms. This experiment was repeated, with modifications to take account of these criticisms, and extended to include transfer, as well as non-transfer, conditions. There was no evidence of contrast. In a further experiment using Collier and Marx's procedure with lever pressing and panel pushing, positive and negative, transfer and non-transfer effects were found using Noyes pellets rather than sucrose as reward. It is suggested that these results contribute some support to perceptual accounts of incentive contrast, although no present theory is entirely satisfactory.

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