Young Do Kim, Marshall J. Magnusen, Yukyoum Kim and Minjung Kim
The primary purpose of this study was to generate a composite sport fan equity index (SFEI) for use in estimating the asset value of an individual fan to a sport organization. The…
Abstract
Purpose
The primary purpose of this study was to generate a composite sport fan equity index (SFEI) for use in estimating the asset value of an individual fan to a sport organization. The index was developed by applying a simple additive weighting (SAW) method.
Design/methodology/approach
A cross-sectional survey-based research was carried out to validate key components of sport fan equity (SFE) and formulate the SFEI on the basis of the NCAA Division I collegiate sport context. These objectives were satisfied through a twofold process involving first-order confirmatory factor analysis intended to assess the validity of SFE measurement scales and SAW designed to produce the composite SFEI.
Findings
The developed index indicated that the average SFE of focal sport fans of Division I collegiate sport was 54.8 and that the overall SFE of such contributors ranged from 20.4 (the lowest score) to 94.6 (the highest score). The SFEI serves as a single, summary score and an essential gauge for sport marketers to use when assessing profitable fans and tracking/comparing them over time.
Originality/value
This research contributes to the sport marketing literature through its application of SAW in an initial effort to produce an easily understandable index that determines the asset value of sport fans and serves as an imperative criterion for overall sport team valuation from the sport consumer side. Specifically, the SFEI can function as a standard numeric measure that enables sport marketers to identify fans from whom sport organizations can generate considerable profits, segment these devotees systematically, and tailor marketing strategies to each fan base.
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Jae-Pil Ha, Sun J. Kang and Yukyoum Kim
With the ever-increasing popularity of smartphones, it has become one of the most important medium to increase sport fan engagement. However, very little attention has been paid…
Abstract
Purpose
With the ever-increasing popularity of smartphones, it has become one of the most important medium to increase sport fan engagement. However, very little attention has been paid to understand how fans use smartphones to follow sport. With that in mind, the purpose of this paper is to investigate specific factors that influence the use of smartphones in the sport consumption context.
Design/methodology/approach
This research empirically examined theoretical relationships between three categories of variables (perceptions toward smartphones, sport-specific factors, and smartphone-specific factors) and intention to use the smartphone in following sports.
Findings
Of the 11 proposed hypotheses, eight hypotheses were supported. Approximately 79.4 percent of variance in the usage intention was explained by the three categories of the variables.
Originality/value
As one of the first to take a holistic approach toward understanding sport consumption behaviors using smartphones, results of the current research can be employed as a base for studies examining other multi-functional technology medium in various sport settings.
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J. Lucy Lee, Yukyoum Kim and June Won
The purpose of this paper is to identify the location of sport brands in sport consumers’ minds using a perceptual map of multiple positions; and examine whether there is…
Abstract
Purpose
The purpose of this paper is to identify the location of sport brands in sport consumers’ minds using a perceptual map of multiple positions; and examine whether there is congruence between the sport brands’ purported images and the targeted consumers’ perception of the brands’ images.
Design/methodology/approach
A mixed method was used. Four steps of data collections (i.e. face-to-face, focus group interviews, and questionnaires) and analyses (i.e. content analysis, MDS analysis, PROXSCAL analysis, multiple regressions analysis, frequency analysis, and congruence score) were performed.
Findings
Four positioning typologies (i.e. great quality equipment, equipment for professionals, innovation, and tradition) were identified; each brand’s positions in consumers’ minds were distinctly portrayed in the perceptual map; and the congruence between intended and perceived positions was found in two brands – Titleist and Ping – implying they established a high position-congruity and providing evidence of positioning effectiveness.
Practical implications
The findings will aid practitioners and scholars in positioning and its effectiveness: the results provide information for managers to select, implement, and manage effective positioning strategies and the study provides initial evidence about whether companies and their brands are well-positioned in the sport consumer’s perception.
Originality/value
The authors attempt to examine how consumers perceive brands and how effectively brand positions are portrayed in consumers’ minds. The effectiveness and competitiveness of positioning strategies were examined via a perceptional map.