Browsing by Subject "Sport consumer behavior"
Now showing 1 - 2 of 2
Results Per Page
Sort Options
Item Identifying emotions associated with sport team brands and testing its impact on sport consumer behavior in the advertising setting(2013-08) Lee, Seunghwan; Heere, Bob; Chalip, Laurence Hilmond, 1951-As sport teams with strong brands can enjoy a loyal fan base as well as increased gate revenue, brand studies in sport have paid close attention to sport teams' brand attributes (e.g., success, star player, stadium) as key drivers to create strong brands. However, sport consumers do not only rely on the brand attributes' utility in their team consumption, but claim and anticipate positive and personally meaningful emotional experiences. Nevertheless, a number of studies on sport branding have not identified what kinds of emotions are associated with sport teams and what their impact is. As a result, the affective nature of sport team brands remains largely unexplored. This study sought to identify how emotions associated with sport team brands are structured, from the sport consumers' perspective, and to examine the relative effectiveness of the associated emotions over brand attributes on consumer behavior in the sport advertising setting. The study identified seven key dimensions of emotions associated with sport team brands: connectedness (passion, nostalgia, supportive, and connected), elation (happy, excited, pleased, proud, optimistic, and entertained), competitiveness (competitive and aggressive), surprise (amazed, surprised, and astonished), anger (annoyed, frustrated, and rage), unhappiness (suffering, sad, regret, and dejected), and worry (fearful and anxious). Connectedness, elation, and competitiveness each was positively related to sport consumer behavior while surprise, unhappiness, and worry each was negatively related to it. Interestingly, anger had a dual (positive and negative) relationship with sport consumer behavior. The study tested the relative effectiveness of emotions over cognitive brand attributes on sport consumer behavior in a sport advertising setting using a 2 (emotion: high vs. low) x 2 (cognition: high vs. low) incomplete block design. The study found that emotional advertising works better for sport teams than rational advertising whereas combination advertising works at least equally or better than rational advertising. These results suggest the primacy of emotions over cognitive brand attributes in the context of sport advertising. Given the findings and discussions, implications for sport marketing practice and future research are discussed.Item The influence of team and athlete identification on sport consumer behavior and fan response to negative information(2016-12) Cunningham, Nicole Renee; Eastin, Matthew S.; Ciccirillo, Vincent J; Dudo, Anthony; Sparvero, Emily; Wilcox, GaryRelatively few studies, compared with team identification, examine athlete identification. Furthermore, studies that include athlete identification define it as an extension of team identification and treat it as simply another point of attachment for fans. However, with the increase of media coverage focusing on athletes’ personal lives off-the-field as much as their performance on the field, as well as athletes curating and maintaining their personal social media accounts, it is possible for sport consumers to be a fan of an athlete without sharing the same psychological connection for the athlete’s team. This dissertation contributes to our understanding of fan identification as it applies to not only sport teams, but also athletes. First, Study 1 provided evidence that while team and athlete identification can supplement each other, they can are discrete constructs. This study was a necessary first step in exploring how team and athlete identification differ in terms of predicting the attitudes and behaviors of sport consumers. Second, Study 2 tested how various levels of team and athlete identification influence how sport consumers respond to negative information about the team or athlete. Prior research in sport management and marketing literature largely overlook the influence of athlete identification. Moreover, there also remains limited empirical research examining the direct impact of negative information and sport scandals on the team- and athlete-related consumer behavior of sport consumers. Findings from Study 1 provide evidence that team and athlete identification predict different attitudes and behaviors and support the need to incorporate athlete identification, in addition to team identification, in future research. Findings from Study 2 contribute to research on the impact of negative information and scandals with evidenced-based support that sport consumers with various levels of team and athlete identification respond differently to negative information involving the team or athlete.