Sport involvement: A conceptual and empirical analysis

Beaton, Anthony; Funk, Daniel C.; Ridinger, Lynn L.; Jordan, Jeremy S.

doi:10.1016/j.smr.2010.07.002

Cited by 213 publications

(267 citation statements)

References 104 publications

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“…Much of this work has been driven by the work of Beaton and colleagues studying physically active leisure -a term used to describe leisure pursuits in the form of various active participant sports (e.g. playing golf) (Beaton & Funk, 2008;Beaton et al, 2009;Beaton et al, 2011;Funk et al, 2011). A key outcome of this research includes verifying a method to segment participants into meaningful groups.…”

Section: Research Papermentioning

confidence: 99%

“…This may be characterised by the formation of stronger attitudes as well as an increase in behaviours supporting the team (e.g. Funk et al, 2011). Thus, the PCM provides a practical basis for meaningfully segmenting sports spectators based on sound theory explaining the underlying influential factors contributing to sports spectatorship.…”

Section: The Psychological Continuum Model (Pcm)mentioning

confidence: 99%

“…Specifically, individuals in the attachment stage have begun to internalise associations linked to the sports object into their own self-concept (Filo et al, 2008) where physical and psychological associations linked to the team are linked to the individual (Gladden & Funk, 2002). Individuals in the attachment stage are resistant to alternate options and more likely to overcome potential barriers preventing them from following a given sports object (Beaton et al, 2011). For example, poor team performances and work commitments are less likely to affect an attached individual's willingness to follow their team.…”

Section: Attachmentmentioning

confidence: 99%

“…p.120), the staging mechanism is yet to be empirically tested on spectators. Currently, empirical research utilising the PCM segmentation procedure has been confined to sports participant samples using Rugby League players, marathoners, skiers and golf participants (Beaton et al, 2009;Beaton et al, 2011;Funk et al, 2011). No application to passive sports consumption scenarios has yet been conducted (e.g.…”

Section: Pcm Segmentation In Spectator Sportsmentioning

confidence: 99%

“…Thus sports marketers are provided with a research segmentation tool capable of helping them to better understand their heterogeneous consumer bases and thus guide marketing decisions. Peer reviewed RESEARCH PAPER the psychological connections consumers develop with various sports and leisure objects (Beaton et al, 2009;Beaton et al, 2011;Funk et al 2011;Filo et al, 2011). However, although the PCM is widely employed as a theoretical framework, the related segmentation procedure has, to date, only been empirically validated on sports participants.…”

Section: Introductionmentioning

confidence: 99%

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Increasing sponsorship effectiveness through brand experience

Fransen

Rompay

Muntinga

2013

International Journal of Sports Marketing and Sponsorship

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This research investigates whether creating a brand experience during a sponsored event can add to the success of that sponsorship. It is posited that a direct brand experience might harvest its own intrinsic benefits by intensifying consumers' direct contact with the sponsoring brand. To examine this proposition we conducted a quasi-experimental field study. During a sponsored marathon event in April 2010 data were collected. One of the main sponsors of the event, a well known financial services company, created a brand experience in which all runners could participate. In this brand experience -the 'running support truck' -runners could engage in activities related to running, including chat sessions with fellow athletes, free massage, information about running and diets, and a free running shirt. The sponsor's brand name was present in all activities. Two weeks after the event, runners were invited, by email, to complete an online survey questioning them about the marathon and the sponsoring brand (i.e. top of mind awareness, brand recall and brand attitude). We compared the data of participants who ran the marathon and also engaged in the brand experience with those who solely ran the marathon. The results

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Section: Research Papermentioning

confidence: 99%

Section: The Psychological Continuum Model (Pcm)mentioning

confidence: 99%

Section: Attachmentmentioning

confidence: 99%

Section: Pcm Segmentation In Spectator Sportsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Increasing sponsorship effectiveness through brand experience

Fransen

Rompay

Muntinga

2013

International Journal of Sports Marketing and Sponsorship

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Segmenting initial fans of a new team: A taxonomy of sport early adopters

McDonald

Leckie

Karg

et al. 2015

J of Consumer Behaviour

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Marketers are interested in the first buyers of new products, given their important role in driving wider community adoption. This is especially the case for new entertainment products, like new or relocated sports teams, who must quickly build fan connections and loyalty given the importance of crowds and social networks in adding value to the entertainment experience. Fans choose to connect with sports teams for numerous reasons; however, fan development in the context of a new team has rarely been examined. This paper examines the diversity and similarity among inaugural fans of an expansion team. A large sample (n = 1,724) was classified into five segments revealing how each varies in their brand associations, satisfaction, identification, and involvement. By analysing key dimensions (relationship identifiers) that characterise how consumers connect with a new team, the authors provide new insights about the nature of consumers in the context of a new sports team. Furthermore, the five segments were found to be distinct cohorts, with sufficient variation between them to warrant variant marketing approaches to achieve the outcome of committed, long-term fans. Segmenting initial fans of a new team: A taxonomy of sport early adopters One of the primary tactics for professional sport league growth is the addition of new teams. This increases distribution of the product (sport) through an increase in the number of fixtures (live and broadcast matches) and by making live attendance accessible to more consumers. As with most product line expansions, league growth can lead to the capture of consumers from existing teams. To minimise such cannibalisation and increase the rate of market acceptance, the new team (product) should convey a distinctive identity, based on a strong regional connection or a close relationship with local consumers (Sharp, 2010).Examples of such teams include the New York City Football Club in America, Western Sydney Wanderers in Australia, and Ottawa Redblacks in Canada.Guidance on how a new or relocated team creates and develops a fan base in the early years remains limited. This paper addresses a gap in existing knowledge of how new teams create a consumer base, by profiling the early adopters that embrace such teams. A segmentation procedure was employed to gain a deeper understanding of how and why people attach themselves to new teams. Knowledge about first adopters is always useful to marketers, but improved information about how fans are 'born' is particularly important to sports managers. New teams need to build fan connection and loyalty quickly -or face empty stadiums. This is particularly the case in new markets where there is little brand equity for the sport, league or team. If a new team fails to gain traction in the marketplace in its early years, there is evidence that growth is difficult thereafter (McDonald & Alpert, 2007). Sport spectator segmentation modelsThere have been a number of theoretical and practical approaches to classifying fan types:[Insert Table 1 abo...

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Sponsor message processing in live broadcasts—A pilot study on the role of game outcome uncertainty and emotions

Breuer

Rumpf

Boronczyk

2021

Psychology and Marketing

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Live sport broadcasts can evoke emotions in consumers and allow companies to reach their audience in environments that allow for automatic processing of brand messages. However, only few studies have applied psychophysiological methodologies to assess how the live nature of a competition and viewers' emotions affect the processing of sponsor messages, and prior research has mostly relied on ex‐post data. Therefore, to identify the interplay of game outcome uncertainty, viewers' emotions and attention to sponsor messages, this exploratory lab study tracks continuous viewer data during live sport broadcasts. Soccer fans' (n = 11) arousal, emotional valence, and visual attention to sponsors while watching live soccer broadcasts were measured using galvanic skin response, video‐based facial expressions, and infrared eye‐tracking. In‐play betting odds served as an indicator of outcome uncertainty. Multi‐level modeling reveals that greater outcome uncertainty increases arousal and the magnitude of emotional response. Further, the data reveal that low‐to‐moderate arousal and valence‐neutral emotional states increase viewer attention to sponsor messages. This study is the first to consider the dynamics of live sports experiences in the explanation of sponsorship effectiveness. It contributes to the literature by using continuous measurements involving psychophysiological data to investigate emotions and attention to sponsors.

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Sport involvement: A conceptual and empirical analysis

Cited by 213 publications

References 104 publications

Increasing sponsorship effectiveness through brand experience

Increasing sponsorship effectiveness through brand experience

Segmenting initial fans of a new team: A taxonomy of sport early adopters

Sponsor message processing in live broadcasts—A pilot study on the role of game outcome uncertainty and emotions

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