Kevin Robert Filo

Exploring the role of brand trust in the relationship between brand associations and brand loyalty in sport and fitness.

Brand loyalty has emerged as a complex construct with a wide variety of antecedents that have been evaluated in the existing research. Using the psychological continuum model (PCM) as its theoretical framework, this paper examines the mediational role of brand trust in the relationship between brand associations and loyalty within two separate contexts of the sport brand environment. In making this examination, the authors try to determine whether brand trust does impact this relationship as well as whether this impact is different between the two separate contexts. A questionnaire was distributed to two separate samples (N=70 and 100) to measure seven brand associations, brand trust and brand loyalty and compare results for managed sport brands versus a fitness brand. Results reveal that brand trust mediates the link between brand loyalty and the management and popularity of the brand across both samples. For the managed sport brands, the links between brand loyalty and both nostalgia and vicarious achievement were also mediated. The authors propose that brand managers work to leverage brand trust through social responsibility, consumer satisfaction and quality customer service in an effort to increase consumer brand loyalty.

Sport Tourists’ Involvement with a Destination A Stage-Based Examination

The purpose of this research is to examine sport tourists’ involvement with a destination that hosts a sport event to enable understanding of how a tourist–destination relationship forms. To bolster this understanding, the psychological continuum model (PCM) is applied as a framework to assess sport tourists’ involvement with a destination across four progressive stages. A questionnaire was administered to sport tourists in an international marathon event in the United States (N = 1,029). To allocate these sport tourists into distinct stages that represent an increased psychological connection to the destination, a three-step staging tool using destination involvement (DI) was applied. The findings indicate the progressive development of DI among these sport tourists results in increasingly high place attachment and revisit intentions. The results provide support for DI as an indicator that allows destination marketers to understand sport tourists’ destination attitude as well as predict behavioral intention.

The Role of Belief in Making a Difference in Enhancing Attachment to a Charity Sport Event

Charity sport events provide charitable organizations with a mechanism to communicate the mission of the charity to a large participant base, while fostering a meaningful event experience for event participants. This research examines the relationship among motives for charity sport event participation, participant belief in making a difference, and attachment to the event. In making this examination, an online questionnaire was administered to participants in the 2007 Lance Armstrong Foundation (LAF) LIVESTRONG Challenge (N = 568). Through structural equation modeling, the results demonstrate that belief in making a difference mediates the relationship between social and charity motives and attachment. Suggestions are made for marketing communication, highlighting belief in making a difference via rituals, symbols, and social media to assist in attracting and retaining participants.

An empirical investigation of the role of camaraderie, cause, competency, and participation motives in the development of attachment to a charity sport event

This paper examines the factors that contribute to the meaning participants hold for charity sport events. Specifically, the paper investigates the role of three value-laden constructs; along with participation motives, to understand participant attachment to a charity sport event. An online questionnaire was given to participants in the Lance Armstrong Foundation LIVESTRONG Challenge (n = 568) following the event. Data analysis revealed two recreational event motives, three motives for charitable giving, and three value-laden constructs contribute to attachment to the charity sport event. In addition, the results revealed the value-laden constructs make a stronger contribution to event attachment than the participation motives. Suggestions are made for increasing the meaning held for the event through community building, calls to action, and customization.

Exploring the properties of community among charity sport event participants

The purpose of this research is to analyze the sense of community derived among charity sport event participants by exploring and applying the six structural and cultural properties of Gemeinschaft among participants: dense and demanding social ties; social attachments to and involvement in institutions; ritual occasions; small group size; perceptions of similarity with others; and common beliefs in an idea system, moral order, institution, or group. Specifically, an assessment of the structural and cultural properties of community was made allowing for an initial exploration of the extent to which this community can achieve desired social outcomes on behalf of a charitable organization. Semi-structured interviews (n = 46) were conducted with 2009 Lance Armstrong Foundation LIVESTRONG Challenge participants. Results reveal that five of the six properties of community were present among participants. While a sense of community was found to be present, challenges within this community are identified that may constrain the charity from achieving the desired social change. These concern consistency in participant involvement with the charity as well as similarities and common beliefs creating too much sameness within the community. Suggestions are made for charitable organizations to provide training and mentoring to event participants to facilitate consistent and effective advancement of the charitys mission. Specific actions are outlined to confront these challenges and assist the organization in advancing social change.

Engaging volunteers from regional communities: non-host city resident perceptions towards a mega-event and the opportunity to volunteer

Sport events can be leveraged by a number of different stakeholders. The current research positions a mega-event as a leverageable asset within a regional community outside of the host city. Specifically, this study investigated regional community (i.e., Townsville) resident perceptions of a mega-event (i.e., 2018 Commonwealth Games) to be hosted elsewhere in the state (i.e., The Gold Coast). Non-host city resident perceptions towards the event and towards the potential of volunteering at the event were explored 4 years before the event. Data were collected through interviews and focus groups within the non-host city. The results revealed an existent rivalry between the host and non-host community, and a perceived lack of benefit to the non-host region. Further, non-host city resident perceptions towards volunteering at the event included: travel constraints, lack of awareness, volunteer packages, national pride, once in a lifetime experience, and meeting new people from overseas. The results provide implications for managers and government funders of mega-sport events to provide benefits to regional communities. Further, the results provide implications for volunteer managers at mega-sport events to engage members from regional communities through volunteering.

The spirit lives on : the legacy of volunteering at the sydney 2000 Olympic Games

This study examines the volunteer legacy of a mega-sport event. An online, qualitative, open-ended questionnaire (n = 15) and in-depth interviews (n = 10) were administered to and conducted with Sydney 2000 Olympic volunteers to ascertain the legacies that exist at least 10 years after the completion of the event. The results show that the legacy of the Olympic volunteer experience includes the starting and/or rekindling of a volunteer career, the development of a unique set of skills and abilities, and nostalgia for the atmosphere of the Games with a special emphasis on the ideals of Olympism. The legacy has been perpetuated via formation of a group of volunteers soon after the Games as well as through the use of memorabilia along with sharing stories and expertise on the volunteer experience. The findings provide valuable insights for those seeking to recruit and retain volunteers as well as those who are concerned with developing event legacy strategies to leverage volunteer efforts.

Exploring the positive psychology domains of well-being activated through charity sport event experiences

Charity sport events provide charities with an opportunity to promote the organizations mission, while providing participants with the opportunity to support the cause through participantion. This research applies positive psychology to investigate well-being: positive emotions, engagement, relationships, meaning, and accomplishment (PERMA) among event participants. Five focus groups were conducted with participants from three different charity sport events. Directed content analysis results indicate that all five domains of PERMA emerged to varying degrees. The results provide implications for event managers to enhance the event experience, and bolster appeals for external funding, as well as basis for further investigation of well-being and charity sport events in public health policies.

Exploring activity-contingent volunteerism: a preliminary investigation of Back on My Feet volunteers

Research question: Back on My Feet (BoMF) is an American non-profit organisation designed to help homeless individuals. In helping homeless individuals, BoMF relies upon volunteers who lead early morning runs. The running component of volunteerism reflects a unique volunteerism context, activity-contingent volunteerism (ACV) worthy of academic investigation. The current research develops a measurement tool to assess (ACV) among BoMF volunteers and then uses this tool to explain two important volunteer outcomes: volunteer satisfaction and involvement with the organisation. Research methods: An online questionnaire was administered to a sample of BoMF volunteers across four chapters. A total of 396 questionnaires were completed. Results and findings: Exploratory factor analysis (EFA) was conducted to reduce a list of items to a few categories to reflect the ACV experience. The EFA uncovered six factors: learning, helping, activity, philanthropy, obligation and esteem. Next, multiple regression analysis revealed three of the six ACV factors that contribute to volunteer satisfaction, while four of the six ACV factors contribute to involvement with BoMF. Practical implications: Beyond presenting an initial investigation of ACV, the results introduce a number of implications for volunteer managers in this context. First, managers can tailor marketing and recruitment communication based upon the factors uncovered. Second, the mission and values of the organisation can be communicated in an effort to retain volunteers. Third, training can be implemented to educate volunteers on both the physical and philanthropic components of the experience.

Bringing Personal Character Strengths into the Production of the Leisure Experience

ABSTRACT This study explores opportunities for character strength activation through the leisure context of charity sport events. Character strengths are a core aspect of positive psychology, and their activation increases wellbeing. Based on a card sorting procedure and semi-structured interviews, respondents identified which strengths they used during charity sport event participation. Results indicate that kindness/generosity, citizenship, loyalty and teamwork, hope and optimism, and passion and enthusiasm were all core event-related strengths. The findings provide insights regarding the relationship between leisure participation and wellbeing, as we know that (i) leisure frequently leads to increased wellbeing, (ii) this leisure context provides an opportunity to activate specific character strengths, and (iii) these specific character strengths are known to increase wellbeing. Therefore, it may be that the activation of these event-specific character strengths provides a mechanism to derive wellbeing outcomes from leisure participation, and should be further explored in the design of charity sport events.