Aaron C. Mansfield
Elizabeth B. Delia
Katherine R. N. Reifurth
and Matthew Katz

Despite a wealth of team identification research, little scholarship has focused on how considerable changes to a team’s performance may impact the meaning of the team identity (as such a meaning is understood/exposited by in-group members). To this end, we examined fans of a historically poor-performing team that had reversed course, becoming a winner. We conducted semi-structured interviews with supporters of Major League Baseball’s (MLB’s) Chicago Cubs to explore how the team’s 2016 World Series (i.e., championship) win had impacted supporters’ identification with the team. We noted two...Read more

Galen T. Trail
Priscila Alfaro-Barrantes
and Yukyoum Kim

Throughout the sport management literature, a plethora of scales exist that measure constructs that impact sport consumption. Although the scales have different names and may be derived from different theories, many of them use the same items. We propose to consolidate those scales in order to create one unified scale. Specifically, the purpose of this paper was to determine whether Keller’s (1993) brand association framework (product attributes, non-product attributes, and product benefits) could consolidate the existing models and theories that purport to measure what impacts people to...Read more

Yong Jae Ko
Dae Hee Kwak
Eric Wonseok Jang
Joon Sung Lee
Akira Asada
Yonghwan Chang
Daehwan Kim
Sean Pradhan
and Semih Yilmaz

A growing number of sport consumer behavior scholars have been employing experimental methods, especially because experiments allow researchers to gain a better understanding of causal inferences by examining controlled conditions. The purpose of this paper is twofold: (1) to offer the current state of the adoption of experimental methods in sport consumer behavior research and (2) to discuss and highlight best practices that scholars can use when considering experimental designs. More specifically, we discuss methodological gaps existing in sport consumer behavior research by reviewing...Read more

Yong Jae Ko
Dae Hee Kwak
Eric Wonseok Jang
Joon Sung Lee
Akira Asada
Yonghwan Chang
Daehwan Kim
Sean Pradhan
and Semih Yilmaz

A growing number of sport consumer behavior scholars have been employing experimental methods, especially because experiments allow researchers to gain a better understanding of causal inferences by examining controlled conditions. The purpose of this paper is twofold: (1) to offer the current state of the adoption of experimental methods in sport consumer behavior research and (2) to discuss and highlight best practices that scholars can use when considering experimental designs. More specifically, we discuss methodological gaps existing in sport consumer behavior research by reviewing...Read more

Jackson Sears
Philip Kang
Yong Jae Ko
and Joon Sung Lee

The aim of the current research was to identify consumer needs that significantly influenced daily fantasy sports (DFS) consumption. Specifically, we sought to predict DFS participation intention and information search. Existence, relatedness, and growth (ERG) theory and self-determination theory (SDT) served as theoretical inspirations for need selection. Th e needs included were needs for autonomy, arousal, uniqueness, status, achievement, competence, and relatedness. The results of the current study indicate that autonomy and achievement needs are important for DFS consumers....Read more

Brian H.Yim and Kevin K. Byon

This study examined the “emotion-satisfaction-behavior” model by synthesizing attribution theory (Weiner, 1985) and the transactional theory of coping (Lazarus & Folkman, 1984). Two moderators were included: (a) game outcome and (b) identification with the team. Data (N = 494) were collected from two sources: (a) a non-student sample provided by Amazon Mechanical Turk and (b) a student sample from a public university in the southeastern United States. Structural equation modeling (SEM) and partial least square (PLS) statistics were used to test the model. The latent moderated...Read more

Seunghwan Lee and Bob Heere

The purpose of this study was to empirically examine the relative effectiveness of emotional advertising over rational advertising and combination advertising on sport consumer behavior. To achieve this purpose, a 2 (emotion) × 2 (cognition) incomplete factorial design was employed with three experimental conditions (emotional, rational, and combination ad). A total of 324 participants with 108 participants in each of the three advertisements were recruited from a large public university in the United States. To test the relative effectiveness of the three advertising appeals on consumer...Read more

Brandon Brown
Gregg Bennett
and Khalid Ballouli

The United States, sport marketers are faced with challenges of capturing the interest and altering the consumption patterns of this important minority group. A primary objective of this research was to determine if African American participants would perceive a greater overall fit with a baseball advertisement if the actors and settings shown in the advertisement resembled their racial and cultural identities. Existing literature on the match-up hypothesis and theory of reasoned action guided this research and aided in hypothesis development. Two-hundred eighty-three African American...Read more

Jeffrey D. James
Stephen D. Ross

Sport managers within intercollegiate athletics are facedwith the challenge of generating more revenues to offset rising program costs. One option to consider is generating additional revenues from ticket sales for evenue sports.Read more