FiT Publishing

Despite the high levels of team identification associated with many sport fans, previous research has established that even these consumers must be enticed with offers that are perceived to be good values before making a purchase. The current study examined three key areas related to perceived value in a spectator sport setting. First, we tested and confirmed the mediating effect of perceived value on the relationship between team identification and purchase intention in the context of sport event tickets. Second, we examined search intention as a behavioral outcome in an environment (i.e...Read more

In 2016, several prominent athletes kneeled or sat during the national anthem of their games to protest social injustice in America. For their activism, these athletes inconsistently experienced both positive and negative consequences from their sponsors and fans. Therefore, the purpose of this study was to investigate this phenomenon more closely by examining the effect of activism type and activism eff ort on a sponsor’s brand image and purchase intention of a product the athlete endorses, when controlling for brand familiarity. Participants (N = 384) were randomly assigned into groups...Read more

The economic value of participation sport has been reported to eclipse spectator sport significantly. However, scholars have acknowledged the relative lack of research on this important segment of the sport market. The purpose of this study was to analyze the relationship between runner identity and race sponsor effectiveness. Surveys were sent to participants in the Las Vegas Rock ‘n’ Roll Marathon. The survey was constructed to measure runner identity, and sponsor effectiveness as interpreted through rates of recognition, recall and purchase intention. Runners were divided into three...Read more

The purpose of this study was to examine the role of multidimensional consumer values in the relationship between team identification, purchase attitude, and purchase intention in the team-licensed merchandise context. The study also tested the moderating effects of product category (utilitarian/hedonic) and performance priming (positive/negative). Fans of two college sport teams (N = 203) participated in the study. Both multidimensional consumer values (i.e., functional, emotional, and social) and team identification were shown to influence purchase attitude. In turn, the attitude toward...Read more