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Article
Publication date: 6 February 2017

DongHun Lee, Yinghui Zhang, Michael Cottingham, JungKun Park and Ho Yeol Yu

Existing studies suggest the importance of research related to values and goals and their impacts on consumer involvement. However, cross-cultural examination of values and goals…

573

Abstract

Purpose

Existing studies suggest the importance of research related to values and goals and their impacts on consumer involvement. However, cross-cultural examination of values and goals in the context of sport is scarce. To broaden our understanding of the cultural impact of values and goals on sport involvement, the purpose of this paper is to compare perspectives between Easterners (Chinese) and Westerners (Americans).

Design/methodology/approach

This exploratory research utilized both online and written surveys to collect two convenience samples from 281 American and 636 Chinese participants. Analysis included descriptive statistics, correlations, and regression analyses.

Findings

Results indicated both populations perceived values and goals differently; Chinese responded less favorably to values and goals than American counterparts. Values and goals predicted cognitive and behavioral sport involvement with variance in each population. Results generally supported a large cultural variation between the cultures. Lastly, similarities and differences in the perceived importance of values and goals and their subsequent impacts on cognitive and behavioral sport involvement suggest a need for a unique managerial approach when American businesses enter new cultural boundaries like China.

Originality/value

This research is significant because studies exploring values and goals and their influences on sport consumption at the cross-cultural level are still limited in sport literature. Furthermore, an empirical examination of the impact of values and goals on sport consumers across cultures will help increase generalizability of the findings to sport literature.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 23 December 2020

Ho Yeol Yu, G. Matthew Robinson and DongHun Lee

This study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such…

2693

Abstract

Purpose

This study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such, the primary aim was to examine differences regarding consumers' perceptions of self-image congruence and perceived product quality when considering solo-branding and co-branding conditions. Further, under the co-branding condition, relationships among consumers' self-image congruence, perceived product quality, image fit, product evaluation and purchase intention were investigated.

Design/methodology/approach

A scenario-based quasi-experiment consisting of hypothetical co-branding initiatives between existing brands was conducted.

Findings

Results from a repeated multivariate analysis of variance (MANOVA) indicated that consumers' symbolic and functional perceptions of co-branding as well as evaluations were statistically higher than in the solo-branding condition. Additionally, structural equation modeling indicated positive relationships between consumers' symbolic and functional perceptions, image fit, evaluation and behavior intention.

Originality/value

This study is one of the first papers to investigate the impact of co-branding on consumers within the sport industry and provides evidence of the positive impact of co-branding strategies on consumer behavior within the sport industry.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 7 October 2021

Sanghoon Kim, Ho Yeol Yu and Hyun-Woo Lee

The purpose of the study was (1) to examine the motivational composites determining consumers' continued intention to use digital ticketing via self-service technology (SST) by…

646

Abstract

Purpose

The purpose of the study was (1) to examine the motivational composites determining consumers' continued intention to use digital ticketing via self-service technology (SST) by integrating service satisfaction and (2) to ascertain the differences between consumers according to their psychological discomfort toward technology.

Design/methodology/approach

Data were collected using a structured questionnaire, and a total of 323 were included in the analysis. Partial least squares structural equation modeling (PLS-SEM) was utilized to test motivational determinants of digital ticketing. In addition, permutation-based multi-group analysis was performed to investigate the differences between consumers with high and low technology discomfort.

Findings

Both intrinsic and extrinsic motivation are positive predictors of continued intention to use digital ticketing, but only intrinsic motivation has a positive impact on continued intention through service satisfaction. Moreover, the relationship between intrinsic motivation, service satisfaction and continued intention was stronger for consumers with high psychological discomfort than those with low psychological discomfort.

Originality/value

Given the conspicuous characteristics of the digital ticketing process for sporting events, the insights gained from the study may be of assistance to researchers and practitioners in understanding sport consumers' ticket consumption behavior and the determinants of SST usage.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 2
Type: Research Article
ISSN: 1464-6668

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