Search results

1 – 2 of 2
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 9 August 2021

Soojin Kim, Yongjae Kim, Seungbum Lee, Younghan Lee, Eun Yeon Kang and Mi-Lyang Kim

This paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes…

864

Abstract

Purpose

This paper aims to examine the structural relationships among the variables of social cause involvement, attitudes toward the endorser, attitudes toward advertising, attitudes toward the brand and social cause behavioral intentions. Additionally, by using the persuasion knowledge model (PKM) as the guiding framework, the moderating effects of ad perception on the proposed relationship were investigated.

Design/methodology/approach

By using Amazon Mechanical Turk, a total of 291 usable surveys were retained for analysis. Following the participants' exposure to the Nike commercial, they completed a survey containing questions about advertising perception and their consequent responses to the advertisement. Structural equation modeling was used to test the conceptual model. Multigroup analysis was also performed to discover any moderating effects of consumers' advertising perception in endorsement effectiveness.

Findings

This study highlights the extensive impact of social cause involvement in the domain of celebrity endorsements, while attitudes toward the endorser are not a significant antecedent of celebrity endorsement effectiveness in the sport contexts. Additionally, this study demonstrates and confirms the presence of the moderating effects of advertisement perception on the proposed relationship. This supports the general premise of the PKM that consumers' attitudes and thoughts are influenced based on consumers' judgment of persuasion attempts.

Originality/value

The current study extends the line of research on the role of advertising perception in the domain of celebrity endorsement. In particular, this study found that the PKM is a theoretically sound model that can be used to predict sports fans' attitudinal and behavioral responses.

Details

Sport, Business and Management: An International Journal, vol. 11 no. 5
Type: Research Article
ISSN: 2042-678X

Keywords

Access Restricted. View access options
Article
Publication date: 26 November 2018

Younghan Lee, Mi-Lyang Kim, Jakeun Koo and Hyung-Joong Won

The purpose of this paper is to examine the link between sport event volunteer service performance and sport spectator experience that leads to future intentions.

655

Abstract

Purpose

The purpose of this paper is to examine the link between sport event volunteer service performance and sport spectator experience that leads to future intentions.

Design/methodology/approach

Subjects were the international visitors at a mega sporting event in South Korea (n=431). The sample was randomly drawn based on convenience sampling method. Partial least squares structural equation modeling was utilized to test the hypotheses. The adequacy and statistical significance of the path models were confirmed by individual indicator loadings, average variance explained, bootstrap t-statistics and convergent validity.

Findings

Volunteer service performance significantly predicted event satisfaction, event image, and host city image and indirectly influenced intentions to revisit the event and host city. Event image predicted host city image, event satisfaction and intention to revisit the event. Host city image predicted event satisfaction and intention to revisit the host city. Event satisfaction predicted both intentions to revisit the event and the host city.

Originality/value

Sport event volunteers are in direct contact with spectators; therefore the performance of volunteers’ service may have an impact on establishing event and host city images perceived by visitors at the event. The research findings suggest that sport event volunteer performance positively affects image formation and further induce international visitors to revisit both the event and the host city. One of the key findings includes the important role of event satisfaction in the association between volunteer performance, image formation and future behavior.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

1 – 2 of 2
Per page
102050