The Mediation Effect of Overall Brand Equity between Brand Superiority and Media Consumption Behaviours of Sport Team Consumers During COVID-19

Background. During the COVID-19 pandemic, it is paramount to investigate how to influence professional sport team consumers’ behaviours towards media consumption, which is an indirect consumption of sports products with importance raised by the lockdown. The effect of brand superiority, one of the essential consumer judgments about the brands, on some behavioural intentions of sport team consumers was examined before; however, the role of brand superiority and overall brand equity on media consumption behaviours in pandemic conditions lacked empirical investigation. Therefore, this study aims to examine the relationship between brand superiority, overall brand equity and media consumption behaviours among professional sports teams’ consumers during the COVID-19 pandemic. Methods. The participants of this quantitative study were 232 volunteer football (soccer) consumers who support a team in the Turkish Super Football League. The data was collected in 3 weeks using the online convenience sampling method. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were used in data analyses, and direct and indirect paths tested by the bootstrapping method. Results. The results of the study showed that brand superiority did not have a direct effect on media consumption behaviours of sport team consumers. Besides, overall brand equity had a direct effect on media consumption behaviours and mediated the relationship between brand superiority and media consumption behaviours. Conclusions. The evidence in this study indicates sport managers that the cognitive judgement of sport consumers, generally related to the more functional aspect of a sports product alone not an efficient way to directly influence sport team consumers toward media consumption behaviours even in COVID-19 pandemic. Brand equity, however, found to be an effective tool to address for directing sport team consumers’ behaviours toward media consumption in the extraordinary circumstance currently exist. Keywords: branding, sports industry, spectator sports, professional sports teams, sports consumers.

The Effects of Acute Ingestion of a High-fat Solution, compared to a High-Carbohydrate Solution, on Skeletal Muscle Oxygenation, Fat Oxidation and Performance During a 2-hour Cycling Effort Followed by a Short Time Trial in Cyclists and Triathletes

This study aimed to determine the effects of consuming a high fat solution (HFS) compared to a high carbohydrate solution (HCS) during a cycling effort on substrate oxidation, muscle oxygenation and performance with cyclists and triathletes. Thirteen men participated in this study (age: 30.4 ± 6.3 y; height: 178.7 ± 6.1 cm; weight: 74.9 ± 6.5 kg; V̇O2 peak: 60.5 ± 7.9 mlO2×kg-1×min-1). The solutions were isocaloric (total of 720 kcal) and were consumed every 20 minutes. Each solution of HFS contained 12.78 g of lipids, 1.33 g of carbohydrates and 0.67 g of proteins, and each solution of HCS contained 28 g of carbohydrates. We measured pulmonary oxygen consumption and skeletal muscle oxygenation, using a Near Infrared Spectrometer (NIRS) during a cycling effort consisting of 2 hours at 65 % of maximal aerobic power (MAP) followed immediately by a 3-minute time-trial (TT). We observed that the consumption of the HFS increased the rate of fat oxidation at the end of the sub-maximal effort (0.61 ± 0.14 vs 0.53 ± 0.17 g×min-1, p < 0.05). We have also shown that the HFS negatively affected the performance in the TT (mean Watts: HCS: 347.0 ± 77.4 vs HFS: 326.5 ± 88.8 W; p < 0.05) and the rating of perceived exertions during the sub-maximal effort (modified Borg Perceived Exertion scale: 1–10) (mean: 3.62 ± 0.58 for HCS vs 4.16 ± 0.62 for HFS; p < 0.05). We did not observe a significant effect of the acute consumption of the HFS compared to the HCS on muscle oxygenation during the cycling effort. Finally, we observed that cyclists who demonstrated a high skeletal muscle deoxygenation relative to their pulmonary oxygen consumption (DHHb/V̇O2) had a higher fat oxidation capacity (higher Fatmax). In conclusion, even though the consumption of HFS increased the rate of fat oxidation at the end of a sub-maximal effort, it did not affect muscle oxygenation and it negatively affected performance and perceived exertion during a time-trial and caused gastro-intestinal distress in some participants. Keywords: Fat oxidation, Skeletal muscle oxygenation, Lipid supplementation, Carbohydrate supplementation, Near Infrared Spectroscopy (NIRS), Cycling, Triathlon.

Expression of Sport Experiences between Cadet and Junior Basketball Players

Background. The hypothesis of this study is formulated as follows: the experience of junior basketball players in competitions will be more valuable than that of cadet basketball players. The aim of our study was to examine the peculiarities of youth and basketball players’ sport experiences. Methods. A total of 104 basketball players, 47 cadets and 57 juniors participated in the study. Survey questionnaire is used for the study. The following methodologies were used: Athlete’s Personal Experience Survey (Athletic Coping Skills Inventory, ACSI-28) and the Sport Experiences Questionnaire (SEQ). Results. The results of the study revealed statistically significant differences (p <.05) in personal sport experiences (athletic endurance skills) among basketball players of different age groups according to the following indicators: the coach’s influence on basketball players, concentration, athletes’ self-confidence and resilience. The results of the study of athletes’ competitive experiences revealed that there were statistically significant differences (p <.05) between cadet and junior basketball players in competition experience. No statistically significant differences were found in terms of risk and progress parameters. Conclusions. The coach’s influence was greater for the cadet basketball players. Concentration, self-confidence and resilience were better among junior basketball players. This shows that when competing, junior basketball players have higher levels of concentration compared to the cadet group, as they are more confident and can better cope with tension. In addition, it was found that the experience of junior basketball players in competitions is richer than that of cadet basketball players. Keywords: sport experience, junior, cadet, basketball players, basketball.

Interaction between Pre-School Children’s Physical Activity and Physical Fitness and Their Parents’ Physical Activity

Background. Pre-school age is the period of especially fast growth and physical development, characterized by an intensive growth and development of a child’s organism, great changes in the activity of the functional systems, which is affected by increasing physical activeness and fitness (Grinienė & Vaitkevičius, 2009; Howells & Sääkslahti, 2019). Previous studies have identified parental influence as a factor that can shape a child’s physical self–perception and act as a stimulus for physical activity and fitness (Eddolls, McNarry, Stratton, & Mackintosh, 2016). The aim of this study was to indicate physical activity of 5–6-year-old children and to determine the interaction between parents’ physical activity and physical fitness data. Methods. The study involved pre-school age children (n = 59) from 5 to 6 years old: 31 girls and 21 boys; also, their parents (n = 101) were involved: 57 mothers and 44 fathers. Physical activity was measured objectively using the ActiGraph GT3X model. The children performed five physical fitness tests (PFT) according to the Eurofit methodology. Also, parents were asked to fill in questionnaires about their own and their children’s physical activity, and also subjective physical fitness. Results. It turned out that there was a significant difference in the time spent in moderate and moderate to vigorous (MVPA) physical activity between 5 to 6-year-old children (p < .05). Comparing pre-school children’s physical fitness by gender we found that boys were more physically fit than girls when performing long jumps, but girls were more physically fit than boys when performing a sit and reach test (p < .05). Subjectively measured PA identified that 72.6% of parents (of both genders) were sufficiently physically active and 27.4% were inadequate physically active. Conclusion. The results revealed that 6-year-old children spent more time in sedentary time than 5-year-olds, who accumulated more time in moderate and total MVPA physical activity per day. No significant relation was found between parents’ and children’s physical activity and fitness. Keywords: physical activity, physical fitness, pre-school child, health, parents.

Systematic Review of COVID-19 Treatment and Management

COVID-19 is an emerging infectious disease, first reported in Wuhan, China. The deadly disease currently known as SARS-CoV-2 can affect everyone regardless of race, gender or age. However, people suffering from underlying medical conditions such as hypertension, diabetes, and other chronic diseases are at the biggest risk for developing more intense symptoms and complications. The global challenge in the containment of COVID-19 has led to a massive death rate and resulted in many economic, social, and health burdens around the world, leading to the question of the dynamic of COVID-19 management treatment. Therefore, this paper aimed to systematically review different past and present studies to develop a possible solution on how COVID-19 can be managed and treated. The articles were searched from five online databases: Science Direct, PubMed/Medline, Web of Science, Embase, and Scopus. The systematic review was guided by the guidelines presented in the preferred reporting items for systematic reviews and meta-analyses (PRISMA) from 2019–2021. Thirteen articles were included after reviewing seventy-two articles. Three hypotheses guided the study; clinical management, telehealth technology, and performance intelligence as an effective way of managing and controlling COVID-19. The study concludes there is no proven treatment for the virus yet, but clinical treatment, telehealth technology, and performance intelligence can effectively manage and control the virus. It also recommends policymakers should support the development and the implementation of performance intelligence based on the evidence and standardized data available for effective and pandemic resilience health care systems that will address the control and management of the virus. Keywords: SARS2, SARS-CoV-2, Novel Coronavirus, 2019nCoV, COVID-19.

Effects of physical activity on anthropometric characteristics in school-age children: A review study

Background. Today, it is very speculative to talk about the percentage of obese children in the world because these figures change significantly from day to day, and there are even significant differences between respondents in the same country, according to geographical area and place of residence. A constant decline in the level of physical activity of children on a global level can be reported from the age when they start school. Energy intake of food is largely from energy consumption, which leads to an increase in body weight and obesity. Factors of overweight and obesity are associated with a sensitive comparison of health: a significantly increased risk of diabetes, disorders of the locomotor system, and increased social and psychological rights. Methods and results. During the systematization of the research on the topic, the aim of the paper was to determine whether the influence of physical activity on anthropometric parameters in school-age children is reviewed by previous research. Nineteen types of studies were collected. The following electronic databases were used to search the literature: MEDLINE, SCOPUS, Web of Science SPORTS DISCUS in the period from 2004 to 2016. The respondents included in the research were school-age children. Conclusion. The positive impact of various physical activity programs is aimed at reducing the parameters of anthropometric characteristics and obesity prevention. Keywords: physical activity, school program, morphology, anthropomeric data, exercises.

Athlete Brand Development in Social Media: Analysis of Students’ Attitudes

Background. Athlete brand image management is one of the most popular topics of discussion in sport management right now. As professional sport has become a commercialised industry segment with more athletes involved, athletes are becoming promotional faces. Most professional athletes are involved in the use of social networks. There athletes actively demonstrate their personal lives, professional accents and advertise products. It is important to understand and analyse the impact of social networks on an athlete’s brand and ways to properly position themselves in social media. Using social networks, athletes are closer to fans and consumers than ever before. Based on and applying the Athlete Brand model developed by Arai (2010), this study aimed to investigate students’ attitudes towards athletes’ self-positioning on social networks. Methods. The study involved 367 students (151 men and 216 women) from three Lithuanian universities. The Arai (2010) questionnaire was used for the study. Statistical analysis of the data was performed using SPSS 26.0. Results. It has been found that athletes’ sports performance is statistically significant in the development of a professional athlete’s brand, it is the fundamental aspect that creates the initial status of athlete’s brand. Results showed that the strongest direct causal link was found between an athlete’s athletic performance and lifestyle. It was also found that very strong links, in the opinion of the respondents, were between the athletes’ communication and behaviours. Conclusions. When building an athlete’s brand, it is important to pay attention to three key components: athletic performance, attractive appearance, and marketable lifestyle. These three uses of an athlete’s brand can be explained by specific aspects of sports competitions or components of personal life. However, one of the most important factors in shaping a positive image of an athlete is athletic achievements. Practical implications. This study can provide a consistent consumer approach to key aspects, focusing on consumer attention in athlete positioning. This can help the athlete and marketers develop an appropriate personal branding and positioning strategy in social media, which will then broaden the circle of fans and strengthen the opinion of loyal fans. Athlete’s brand is a set of closely interrelated and fan-centred physical, functional, aesthetic, and emotional elements that sets athlete’s brand apart from competitors and creates financial benefits for the athlete. The brand creates benefits not only for the athlete, but also for the market participants around him/her (consumer/fan, commercial brand), which can be called the functions of the brand. Keywords: Athlete’s image, social network, brand relationship.

The Use of Sports Apps for Engaging in Physical Activity

Background. As healthy lifestyle and physical activity become more relevant, sports apps are receiving more attention as one of the most convenient tools for monitoring one’s physical condition. While activity-related apps are thought to be effective tools for health care and management, there is still a lack of information on the key factors that motivate individuals to download and use them. Seeing the large selection of different sports apps with similar functions, it can be assumed that other factors, such as certain characteristics of the apps or the user’s characteristics can also influence the consumer’s choice. Methods. The study included 410 physically active subjects who were using sports apps (137 men and 273 women). To establish sports app usage, the questionnaire developed by Ha, Kang, and Ha (2015) was used. The statistical analysis of the data was performed using SPSS. Results. In the analysis of different factors, the perception of sports apps was assessed the most positively. All these factors were more likely to be assessed positively by women than by men (p ≤ .05). The strongest correlations with intentions were found between perceptions of sports apps (enjoyment, ease of use, usefulness, reliability) (r > .5, p ≤ .01) while with other variables correlations were slightly lower. Conclusions. Women are more positive about the use of sports apps, in their perceptions and their connection to the smart device. Intentions to use sports apps are most influenced by perceptions of sports apps and personal innovativeness, which not only directly affects the intentions themselves, but also influences the perceptions that influence the intentions. Keywords: smartphones, smart devices, sports involvement, innovation, perception.

Effects of Covid-19 Quarantine on Physical Activity and Psycho-Emotional Health

Introduction. Quarantine is a complex definition that consists of administrative and sanitary measures designed to prevent the spread of communicable diseases to both humans and animals. Bans and restrictions that have been introduced, have significantly changed people’s lifestyles – individuals have become less physically active and were forced to spend most of their time at home. The aim of the study was to reveal the dominant factors contributing to students’ psycho-emotional health and physical activity during the quarantine period. Methods. This survey was conducted in April 2020 with 304 participating students. The anonymous survey collected demographic data and two standardized questionnaires were used: The International Physical Activity Questionnaire and General Health Questionnaire. Data were processed by SPSS Statistics 23 program. Results. Respondents’ level of physical activity during quarantine was as follows: high level – 42%, medium level – 41%; low level – 17 %. A negative correlation was found – with increasing physical activity, the sum of psycho-emotional state assessment score decreased (r = - .2702, p < .01), and with increasing age of respondents, their total level of physical activity also increased (r = .1364, p < .05). Conclusion. Low intensity of physical activity predominated at all levels of physical activity, for which the main reason was the remote learning during quarantine and recommendations to leave home only for essential matters. Regular physical activity and exercise may be a simple, inexpensive, and effective therapy during the quarantine, and physical activity is significant in treating student depression, stress, and/or increased anxiety. Keywords: depression, youth, stress, sedentary lifestyle.

Eight-Months After Anterior Cruciate Ligament Reconstruction: Is It Time to Return to Physical Activity?

Background. Return to participation in sport is an important outcome when evaluating the success of anterior cruciate ligament (ACL) reconstruction surgery. A review by Arden et al. (2014) demonstrates that just because an athlete has surgery, it does not automatically mean that they will return to sport. So, the purpose of this study was to assess if patients could return to their pre-injury activity level 8 months after ACLR. Methods. Patients completed IKDC-2000, ACL-RSI questionnaires, underwent FMS, YBT, HOP test sets and drop jump tests, which were evaluated with the LESS. ACL laxity was measured by using a GNRB® device. Participants were 81 patients. They were divided into two groups based on single leg HOP test results. The first group included 30 persons who all had their four single leg HOP test scores above 90%. The second group consisted of 51 persons for whom at least one of the single leg HOP tests scored lower than 90%. Results. IKDC and HOP test results in the first group scored higher than in the second group. Psychological confidence was higher in the first group, who had better HOP test results. For the first group, FMS and LESS results were better than those for the second group. Moderate positive correlation was found between LESS scores and laxity results, FMS, three HOP sub-tests. IKDC had the biggest number of correlations with other tests. Results showed negative and weak correlation with laxity results using 134 N power, as well as positive and moderate correlation with HOP sub-tests, FMS, ACL-RSI. Single HOP for distance, triple HOP for distance, crossover HOP for distance and LESS increased the odds of achieving RTS criteria. No other factors were found to be associated with the accomplishment of reaching RTS criteria after ACLR. Conclusions. The main factor which can help decide if a person can return to their pre-injury level of physical activity are the single leg HOP test and LESS. The use of single leg HOP tests and LESS along with psychological and self-reported evaluations is the best test combination for assessment 8 months after ACLR. Keywords: ACL reconstruction, function tests, return to play, jump tests, psychological readiness.