scholarly journals Coach-athlete Relationships: A Qualitative Study of Professional Sport Teams in Australia

2012 ◽  
Vol 10 (0) ◽  
pp. 58-64 ◽  
Author(s):  
Andrew Bennie ◽  
Donna O'Connor
Keyword(s):  
Qualitative Study ◽  
Professional Sport ◽  
Sport Teams

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.

I Despise Them! I Detest Them! Franchise Relocation and the Expanded Model of Organizational Identification

2007 ◽  
Vol 21 (2) ◽  
pp. 194-212 ◽  
Author(s):  
William M. Foster ◽  
Craig Hyatt
Keyword(s):  
Organizational Identification ◽  
Professional Sport ◽  
Team Identification ◽  
Traditional Conception ◽  
Left Behind ◽  
Sport Teams ◽  
New City

When it comes to fans of professional sport teams who are left behind when their favorite team relocates to a new city, the authors argue that there are a variety of ways in which these fans can identify with the relocated team. This runs against the traditional conception of how left-behind fans view the franchise in its new home. Fans are thought to follow two paths: They either cheer for the team in the new city, or they stop cheering for the team altogether. The authors have found that this conception of fans is inadequate. Using the expanded model of organizational identification (EMOI), the authors find that after a team relocates there are at least five different ways a fan can identify with the relocated team: identification, disidentification, schizoidentification, neutral identification, and nonidentification. These are illustrated by fitting the stories of 23 Hartford Whalers fans into the model.

Identifying the Different Approaches in Use of Social Media Outlets: A Case Study of German Professional Sport Teams

2020 ◽  
Vol 13 (2) ◽  
pp. 239-261
Author(s):  
Fabian Kautz ◽  
Michael Schaffrath ◽  
Alex C. Gang
Keyword(s):  
Social Media ◽  
Ice Hockey ◽  
Professional Sport ◽  
Sport Teams ◽  
Sport Industry ◽  
Social Media Platforms ◽  
Effective Instrument ◽  
Sport Clubs ◽  
Use Of Social Media

The sport industry has long used social media as an effective instrument of communication. In the framework of the current study, a content analysis investigated how professional sport clubs in Germany use Facebook and Twitter. The study covers the entire 2015–16 season, which was illustrated via selectively choosing 2 weeks for data analysis; four clubs each from basketball, ice hockey, football, and handball were collected as a sample. All Facebook posts and Twitter tweets published by the 16 clubs during the 2 weeks, a total of 3,412 contributions (Facebook 717, Twitter 2,695), were included in the analysis. The codebook contained 57 variables, and this article presents the results on the identified topics of the published contents on the two social media platforms. On both platforms, the clubs under examination primarily issued statements regarding themselves and their sport-related activities. Twitter is predominantly used as a live medium during games, whereas Facebook allows for significantly greater reach. However, no sport-related differences were found between the two social media platforms.

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.

CSR in sport sponsorship consumers' perceptions of a sponsoring brand's CSR

2020 ◽  
Vol 21 (2) ◽  
pp. 371-388 ◽  
Author(s):  
Apollo Demirel
Keyword(s):  
Experimental Study ◽  
Field Study ◽  
Consumer Response ◽  
Professional Sport ◽  
Socially Responsible ◽  
Sport Sponsorship ◽  
Content Type ◽  
Sport Team ◽  
Sport Teams

PurposeThe purpose of this paper is to investigate the link between sponsorship of professional sport teams and consumers' socially responsible perceptions of a sponsoring brand. More specifically, this research investigates if sponsorship of professional sport teams in itself leads consumers to perceive a sponsoring brand as socially responsible, and what factors may produce CSR perceptions and subsequent consumer response.Design/methodology/approachAn experimental study was conducted to examine the impact of sponsorship of professional sport teams on consumers' CSR perceptions of a sponsoring brand. Further, a field study was used to explore the role of sponsorship fit in generating CSR perceptions.FindingsThe results from the experimental study indicated that brand sponsorship of professional sport teams contributes to the socially responsible image of that brand, and sponsorship fit induces consumers' CSR perceptions of a sponsoring brand. Additionally, the results from the field study identified CSR perceptions as an underlying process driving the effect of sponsorship fit on consumers’ behavioral intentions toward a sponsoring brand. Lastly, the role of team identification was shown as a boundary condition shaping the effects of sponsorship fit.Practical implicationsBrands specifically seeking to create a socially responsible image, thanks to sponsoring a sport team, should consider the importance of perceived fit between their brand and the sponsored sport team as it is a key predictor of CSR perceptions.Originality/valueThis paper provides empirical evidence for the sport sponsorship and CSR perceptions link and sheds light on important predictors for consumer response.

Optimizing the Online Channel in Professional Sport to Create Trusting and Loyal Consumers: The Role of the Professional Sports Team Brand and Service Quality

2012 ◽  
Vol 26 (6) ◽  
pp. 463-478 ◽  
Author(s):  
Jamie Carlson ◽  
Aron O'Cass
Keyword(s):  
Service Quality ◽  
Online Survey ◽  
Critical Issue ◽  
Professional Sport ◽  
Brand Strength ◽  
Marketing Environment ◽  
Sport Team ◽  
Sport Teams ◽  
Team Brand

How professional team-based sport organizations can optimize their e-service platform and manage their brand in an increasingly multichannel marketing environment is a critical issue. This study examines how sports consumers’ (i.e., fans’) perceptions of e-service quality, brand strength, and image congruency between the sport brands’ offline image and online image affects the development of consumers’ trust in the team’s website. In addition, the study explores the role of team website trust in developing team website loyalty, as well the role of loyalty in actual purchase frequency from the teams’ website. Data were collected via an online survey of sports consumers of e-services delivered by professional sport teams. The results indicate that sport team brand strength, followed by teams website e-service quality and brand image congruency between the teams online and offline activity are significant determinants of trust in the teams’ website, with online trust strongly influencing website loyalty intentions.

The Factors Influencing Churn Rates Among Season Ticket Holders: An Empirical Analysis

2010 ◽  
Vol 24 (6) ◽  
pp. 676-701 ◽  
Author(s):  
Heath McDonald
Keyword(s):  
Management Practice ◽  
Field Performance ◽  
Analytical Techniques ◽  
Professional Sport ◽  
Actual Behavior ◽  
Season Ticket ◽  
Sport Teams ◽  
Key Variables ◽  
Game Attendance

Season ticket holders (STHs) are vital to professional sport club revenue and are purported to be the most loyal and involved of fans. Nonrenewal (churn) rates among STHs, however, often exceed 20%. Low member satisfaction, poor on-field performance and low game attendance have all been posited as explanations of high churn rates, but rarely empirically examined. The research reported here employed a unique study of over 4,500 STHs, incorporating both survey research and measures of actual behavior, to determine which variables best explain and predict churn within two professional sport teams. A variety of analytical techniques all suggest that the key variables predicting churn are length of relationship and the number of games attended. New, low attending STHs are over five times more likely to churn than long-term, frequent attendees. Typical management practice is to run reward schemes designed to increase attendance and encourage renewal. The results of this study suggest that fundamental differences in the way new, low attending members evaluate the season ticket product may render those schemes ineffective. Shifting the focus of these STHs toward the intangibles of the product, such as stronger feelings of involvement, a sense of community and increased patron worth, could be more effective at reducing churn.

The Valuation of Athletes as Risky Investments: A Theoretical Model

2008 ◽  
Vol 22 (1) ◽  
pp. 50-81 ◽  
Author(s):  
Haim Kedar-Levy ◽  
Michael Bar-Eli
Keyword(s):  
Theoretical Model ◽  
Performance Measures ◽  
Team Performance ◽  
Financial Distress ◽  
Optimal Schedule ◽  
Professional Sport ◽  
Rate Of Return ◽  
Compensation Contracts ◽  
Expected Performance ◽  
Sport Teams

The desire to hire the best athletes and coaches in order to maximize team performance necessitates generous compensation contracts, which in turn increase the risk of financial distress or even bankruptcy for team owners. Indeed, one of the largest expense items in the budget of professional sport teams is the remuneration of players and coaches. Yet an investment made today in a given team yields an uncertain income in the future because team profitability depends on the uncertain performance of each player and the synchronization among players—both influenced by the coach. We present a formal theoretical model that assesses athletes’ valuation and accounts for the aforementioned factors. The optimal compensation schedule is determined empirically by regressing expected performance measures of each player with the aggregate team performance. Once the optimal schedule has been determined, the expected rate of return for the owner is earned at the lowest possible risk.

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