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Esta investigación utiliza la Teoría Basada en Recursos como base para un modelo que permite integrar las acciones organizacionales con las variables que pueden moderar, directa o indirectamente, su impacto en el alto desempeño de los clubes de fútbol.

Se desarrolla una contrastación empírica en tres fases. La primera fue la técnica de regresión lineal. En segundo lugar, un análisis multivariado de covarianza (MANCOVA) y el tercer procedimiento, una regresión por mínimos cuadrados en dos fases. El objetivo de usar estos dos últimos procedimientos fue evaluar el efecto conjunto de las variables independientes sobre las variables dependientes, así como los efectos de interacción entre las mismas.

Se validan las relaciones, directas e indirectas, entre las variables organizacionales y decisionales previstas en el modelo. También se valida la importancia de las acciones promocionales del club, para lograr competitividad basada en su desempeño o resultados.

Investigaciones futuras se podrían replicar en otros países, usando muestras más grandes con técnicas estadísticas más complejas. También, se podría contrastar si las relaciones encontradas pueden variar según las culturas, o pueden usarse otras variables no contempladas en este estudio.

El cuestionario usado es una fuente de información fiable para los directivos de marketing de los clubes de fútbol, puesto que las escalas pueden ser usadas como guías para evaluar y diagnosticar su potencial de competitividad basada en el desempeño.

Los clubes de fútbol tienen un desarrollo e impacto directo en la sociedad. Por ello, las implicancias en el club recaerán en el entorno cercano (aficionados y sociedad) a este.

Esta investigación aporta varias contribuciones fundamentales a la literatura sobre la competitividad organizacional en el sector deportivo, con aplicación específica a los clubes de fútbol. Este es uno de los escasos estudios que muestran que la competitividad es el resultado de una dinámica motivacional y organizativa, y que el éxito de los clubes se basa en un fenómeno más complejo que solo la asistencia a los eventos. También, es una investigación en un país emergente, lo cual extiende la aplicabilidad teórica y práctica del fenómeno estudiado.

The purpose of this paper is to examine the factors that motivate Korean baseball fans to support Korean Major League Baseball (MLB) players and to identify the effects of the motivations on identification and behavioral loyalty.

Data were collected using a self-administered questionnaire at three Korean universities. A model was designed to see which three motivations (commitment to Korean baseball, interests in MLB and ethnic identity) affect loyalty behaviors to support Korean MLB players. In the model, the mediating effect of player identification is set to the relation between the three motivations and behavioral loyalty. The moderating effect of team identification is also set to the relation between player identification and behavioral loyalty. Collected data (n=294) were first analyzed via confirmatory factor analysis to ascertain the factor structure of the study model. Then, the study performed a structural equation modeling which finds the magnitude and significance of each causal path among designed factors.

All the effects were found to be significantly positive except team identification whose moderating effect was not significant. Interests in MLB had the greatest impact on the fan’s player identification followed by commitment to the Korean baseball league and their ethnic identity. It was also found that the influence of player identification was positive on behavioral loyalty.

This work can help MLB expand their fan base internationally, especially in Asian countries.

The purpose of the present study was to investigate the impact of sport fans' team identification on their emotional experiences (i.e. vitality and game satisfaction) using two-wave data in a specific sport event during the declaration of the emergency statement in Japan. The study also aims to test the moderating effects of risk perceptions about COVID-19 and the game outcome on the relationship between team identification and vitality/game satisfaction.

The present research was conducted in the context of a sport event in Tokyo (the Japanese Rugby Top League 2020–2021 Season Playoff Tournament Final) during the declaration of the emergency statement period in Japan. The data were collected through a two-wave design (before and after the game) from the spectators of the event.

Team identification significantly predicted higher vitality after the game but not game satisfaction. Additionally, the moderation test found that sport fans with high social risk perception about the COVID-19 showed a positive relationship between team identification and vitality but not for the fans with low social risk perception.

The present results suggest that sport events can be advertised for sport fans as a tool to increase physical and psychological energy in their daily lives during the pandemic.

The present study demonstrated that team identification predicted greater vitality after the spectatorship during the COVID-19 outbreak. In particular, higher social risk perception was a significant catalyst to improve vitality after the game.

This study aims to explore spectators' awareness of and attitudes toward sponsoring firms as well as to propose a model predicting their purchase and word-of-mouth (WOM) intentions toward the sponsors of a major sporting event during a pandemic crisis.

A quantitative method was used to collect the data, with 1,259 questionnaires being effectively collected and analyzed using SPSS and AMOS. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), path analysis and structural equation modeling (SEM) were used to analyze the data.

Factors such as sports involvement, sincerity, social media use, beliefs about sponsorship, sponsor's image, Covid-19 beliefs and emotions, awareness of and attitude toward sponsors were found to significantly predict spectators' purchase and WOM intentions.

The results support the structural equation model, providing a multidisciplinary conceptual framework that highlights the significance of comprehending the role of significant factors in sponsorship efficiency during the Covid-19 crisis. The proposed framework adds to the knowledge corpus of this field.

This paper proposes a framework that focuses on instilling feelings of gratitude within consumers. Participant sports events are often funded largely by sponsorship revenues, and their consumer base is considered to represent an identifiably unique market. These conditions are argued to be favourable for integrating a gratitude framework. A model is presented that depicts gratitude as a mediating mechanism within a reciprocal relationship between the sponsor and the consumers. It includes purchase intentions as the behavioural outcome of gratitude. The findings suggest that incorporating feelings of gratitude may prove to be advantageous for potential sponsors within the participant sports industry.

The purpose of this paper was to explore a new sport attendance behavior spectrum framework where sport consumer behavior is not derived from just a dichotomy of a motivator positively impacting attendance or a constraint negatively impacting attendance. Rather, when accounting for the context of the setting (e.g. sport, playing level, locality, patron type, etc.), some areas belong on a spectrum that fluctuates between positive and negative impacts on attendance that are dependent on the context of the given environment.

Through factor analysis and structural equation modeling, the proposed model attempted to explain relationships between five second-order factors and game attendance, which expanded to include the new internal contextual and external contextual factors, and ultimately team fandom.

The results indicated three significant main effects where internal contextual exhibited a positive relationship with attendance, while constraints and external contextual demonstrated a negative relationship. Internal and external motives were not significant. Further, the moderating effect of high and low sport interest groupings largely indicated no significant spectator differences. The model explained 24% of the variance in attendance, and attendance accounted for 41% of the variance in team fandom.

Attendance is intricate, and this study highlighted the importance of considering and adapting to the sporting context as some factors exist on a sport attendance behavior spectrum and differently impact spectators positively or negatively, given the context of the setting. Further, in this lower-level sport setting, consumers viewed minor league hockey more as a leisure commodity than a premier sport contest.

The purpose of this paper is to examine the effects of social media in brand associations, particularly in regard to soccer fan clubs.

The study used a professional English Premier League soccer team to investigate the effects that social media interaction had on brand associations of the team’s fan clubs in two national contexts – England and Greece.

In total, 207 online questionnaires from six fan clubs were collected and analyzed using descriptive and inferential (t-tests and χ² tests) statistics.

The results revealed similarities on Facebook in terms of positive receptions of brand attributes and resonance of perceived brand benefits, while significant differences were observed on Twitter, particularly in terms of brand benefits.

This study examines the relationship between spectator motivation and sports consumption behaviours in the context of an adaptive sport. Respondents were spectators from five matches held in the Midwest United States involving registered United States Quad Rugby Association teams. The Motivation Scale for Sport Consumption (MSSC; Trail & James, 2001) was adapted to measure spectator motivation and predict repatronage intentions and online media consumption among wheelchair rugby spectators. Results indicated that two spectator motivation factors, physical skill and knowledge, were related to repatronage intentions. In addition, knowledge and vicarious achievement were found to be related to online media consumption.

This article acknowledges the need for managers to be more politically sensitive, due to social and organisational changes. The dual nature of the link between politics and stress is explored. First, the question of how political situations lead to stress is examined. In order to analyse the second link a model of political sensitivity and a model of stress are presented. This enables the effect of stress on the dimensions of political skill to be assessed. In conclusion, the implications of these links for management and organisation development are drawn.

Responding to local, regional and international demands and initiatives, the government of Ecuador has rolled out an innovative program Sistema Integral de Tecnologías para la Escuela y la Comunidad (SíTEC) to place information, and communication technologies (ICTs) into the hands of students, teachers, and other educational institutions. SíTEC draws upon several elements of social entrepreneurship and has successfully reached some of the most regionally remote and culturally diverse communities in the country. The SíTEC program is emblematic of many of the criteria set forth regarding social entrepreneurship including the vision of leadership, the focus on a social mission and the importance of innovation in partnership and resource allocation. This study looks at survey and interview data from the Shiña community teachers and school leaders to determine the effects of the SíTEC program and the availability and use of ICTs in schools, SíTEC has equipped public schools with computers, projectors, digital boards, and Internet. Additionally, SíTEC organizes training courses on ICTs for public school teachers and provides schools with educational software available in Spanish, Kichwa, Shuar, and English. While there is still much work to be done, SíTEC and the associated partnerships and programs are beginning to have impact in their specified outcomes. Creative partnerships developed within the Ministry of Education, Office of Bilingual Education, Shiña community have allowed for communication and exchange of knowledge and resources across multiple partners. This chapter explores SíTEC as an innovative government-based program that meets targeted social outcomes in ICTs and education.