Daniel C. Funk, Daniel F. Mahony, Makoto Nakazawa and Sumiko Hirakawa
A 30-item Sport Interest Inventory (SII) was developed and validated for measuring ten unique motives related to consumer interest at an international sporting event. Spectators…
Abstract
A 30-item Sport Interest Inventory (SII) was developed and validated for measuring ten unique motives related to consumer interest at an international sporting event. Spectators (N=1,321) attending five different US venues during the 1999 FIFA Women's World Cup were administered the SII. Analysis revealed that sport and team interest, excitement, supporting women's opportunity in sport, aesthetics and vicarious achievement explained 35 per cent of the variance in spectators' interest in the event. Results provide sport marketers with consumer-based marketing strategies, particularly for women's sport.
Daniel C. Funk, Makoto Nakazawa, Daniel F. Mahony and Robert Thrasher
This paper examines the impact of the national sports lottery (toto) in 2001 and the 2002 FIFA World Cup for the Japan Professional Soccer League - J. League. In 2001 J. League…
Abstract
This paper examines the impact of the national sports lottery (toto) in 2001 and the 2002 FIFA World Cup for the Japan Professional Soccer League - J. League. In 2001 J. League attendances grew dramatically and were sustained in subsequent years, even though member clubs did not change many of their marketing strategies and chose to maintain a distance from toto. The evidence suggests that hosting the World Cup allowed the league to leverage the country's hosting of the event in order to generate long-term interest and attendance at J. League games. By contrast, toto appears to have had a short-term impact.
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Dongyoo Han, Daniel F. Mahony and T. Christopher Greenwell
– The purpose of this paper is to examine the relationship between cultural value orientations and sport fan motivations.
Abstract
Purpose
The purpose of this paper is to examine the relationship between cultural value orientations and sport fan motivations.
Design/methodology/approach
Data were collected from American and Korean college students. Three separate multivariate analysis of covariance revealed sport fan motivations differ across nationality and cultural value orientation.
Findings
The current study provided empirical support for the assumption that individualism-collectivism influences sport fan motivations and geographically different sport consumers. Also, the outcomes were consistent with the previous literature which found sport fan motivations differ across nationality (the USA and South Korea).
Originality/value
In combination with prior research, the findings of this study offer suggestions for how marketers could differentiate their marketing strategies for culturally diverse sport consumers.
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How do transnational social movements organize? Specifically, this paper asks how an organized community can lead a nationalist movement from outside the nation. Applying the…
Abstract
How do transnational social movements organize? Specifically, this paper asks how an organized community can lead a nationalist movement from outside the nation. Applying the analytic perspective of Strategic Action Fields, this study identifies multiple attributes of transnational organizing through which expatriate communities may go beyond extra-national supporting roles to actually create and direct a national campaign. Reexamining the rise and fall of the Fenian Brotherhood in the mid-nineteenth century, which attempted to organize a transnational revolutionary movement for Ireland’s independence from Great Britain, reveals the strengths and limitations of nationalist organizing through the construction of a Transnational Strategic Action Field (TSAF). Deterritorialized organizing allows challenger organizations to propagate an activist agenda and to dominate the nationalist discourse among co-nationals while raising new challenges concerning coordination, control, and relative position among multiple centers of action across national borders. Within the challenger field, “incumbent challengers” vie for dominance in agenda setting with other “challenger” challengers.
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Wen Mu, Yiyang Bian and J. Leon Zhao
The purpose of this paper is to investigate the roles of online leadership in open collaborative innovation success by extending functional leadership theory in the context of…
Abstract
Purpose
The purpose of this paper is to investigate the roles of online leadership in open collaborative innovation success by extending functional leadership theory in the context of open source projects.
Design/methodology/approach
This study uses negative binomial regression models to empirically test the proposed hypotheses with samples of blockchain open source projects on GitHub.
Findings
The results indicate that task-oriented leadership behaviors in forms of technical contributions have little influence on open collaborative innovation success; relation-oriented leadership behaviors embedded in internal social capital and external social capital contribute to open collaborative innovation success prominently. Furthermore, the joint effects of technical contributions, internal social capital and community commitment with openness orientation are positively significant on open collaborative innovation success, respectively.
Practical implications
For leaders and participants of open collaborative innovation projects, they should attach importance to both leadership behaviors and the joint effects with openness orientation so as to make informed decisions.
Originality/value
This study offers a new fine-grained framework of open collaborative innovation success by investigating specific dimensions of task-oriented and relation-orientated leadership behaviors, as well as their joint effects with openness orientation.
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The present data illustrate the effectiveness of utilizing theoretically guided models to develop consumer-based micro-segmentation strategies. The results provide marketers with…
Abstract
The present data illustrate the effectiveness of utilizing theoretically guided models to develop consumer-based micro-segmentation strategies. The results provide marketers with a powerful discriminant function calculated from six variables to profile consumers and make informed decisions regarding promotional content and channel delivery to stimulate processing of marketing communication. The function also enables marketers to carve out casual, moderate, and loyal market segments with 74.3 per cent accuracy utilizing only 18 survey questions.
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This study examined how different factors contribute to attitudes and the behaviour of spectators attending an Australian Football League game. The results revealed that four…
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This study examined how different factors contribute to attitudes and the behaviour of spectators attending an Australian Football League game. The results revealed that four factors - Team Interest, Vicarious Achievement, Excitement and Player Interest - were successful in predicting levels of loyalty, while five factors - Vicarious Achievement, Player Interest, Entertainment Value, Drama and Socialisation - predicted game-day attendance. This study illustrates the applicability of the Sport Interest Inventory developed in North America to understand motivational factors for Australian sports fans.
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James M. Gladden and Daniel C. Funk
This paper examines the relationship between brand associations (anything in the consumer's mind linked to a specific team brand) and brand loyalty in US professional sport. To…
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This paper examines the relationship between brand associations (anything in the consumer's mind linked to a specific team brand) and brand loyalty in US professional sport. To study the relationship between 13 brand association dimensions and brand loyalty, a survey of professional sport consumers was completed (N = 929). Results of multiple regression analysis revealed positive relationships between fan identification, escape, nostalgia, and product delivery, and brand loyalty. Negative relationships were found between tradition, star players, and peer group acceptance, and brand loyalty.