Kostas Alexandris

Operationalizing a Theory of Participation in physically active leisure

Abstract This article responds to calls to develop pragmatically relevant theories for studying physically active leisure. Empirical evidence supports a method of operation- alizing a stage-based framework capable of stimulating paradigmatic evolution and building a Theory of Participation (TOP). A staging algorithm using involvement facets is tested on two contextually disparate samples: a single-gender competitive sport of Rugby League participation in Australia and a non-gender specific context of recreational skiing in Greece. Results indicate progressive development of sport involvement can be classified into four stages of awareness, attraction, attachment and allegiance with discrete psychological and behavioral outcomes. Support for the presented hypotheses from both studies and suggestions for future research are offered.

The Impact of Constraints on Motivation, Activity Attachment and Skier Intentions to Continue

Abstract The present study examines the impact of constraints on motivation, activity attachment, and future behavior of recreational skiers. Two hundred and ninety four (N=294) recreational skiers participated in the study and completed questionnaires measuring leisure constraints, strength of motivation, activity attachment and behavioural intentions. A confirmatory factor analysis provided support for the nine-factor measurement model. The SEM analysis indicated negative relationships between constraints and motivation, and between constraints and activity attachment. Positive relationships were observed between motivation and activity attachment, as well as between motivation and future behavioural intentions. These results provide empirical support for the interaction of activity attachment with constraints and motivation. The theoretical implications of the results are discussed with reference to the negotiation of leisure constraints proposition.

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.

Barriers to repeat patronage: the impact of spectator constraints

Purpose – The reason patrons cease to attend sporting events is not well understood. The purpose of this paper is to examine how factors motivate and inhibit patronage from continuing.Design/methodology/approach – A random sample of a sport franchises fan database (n=308) is drawn. First, respondent data refines measures and tests a structural equation model of direct and indirect links to patronage. Next, content analysis classifies spectators according to self‐stated barriers to continuance. These groupings then check the moderating role constraints have on patron attitude and behaviour.Findings – Structural work confirms both direct and indirect links but notes that consumption primarily took an indirect route, with motivational desires rousing fan involvement and media use before increasing attendance. Group differences verify constraints and limit patronage but do not dampen product‐related attitude.Research limitations/implications – The study helps clarify the connection between media use and atte...

Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship. We developed a conceptual model that synthesises three theoretical frameworks (evaluative conditioning, relationship marketing and brand equity), aiming to explain corporate co-branding in the context of sport sponsorship. Specifically, the proposed model posits that, in sport sponsorship, close consumer relationships with a sport brand leverage sponsor brand equity elements (brand familiarity, brand personality and brand image) and can lead to positive outcomes (wordof-mouth communications). We tested the proposed model using data collected from fans of two professional soccer teams (N = 280). The results of the study confirmed the proposed relationships and further provided new insights regarding the role of brand equity elements in creating ‘backward’ effects to the sport brand (team). Moreover, the findings suggest that sport sponsorship might be the ideal context for co-branding partnerships between mature/high-equity brands.

The use of negotiation strategies among recreational participants with different involvement levels: the case of recreational swimmers

This paper is aimed to segment recreational swimmers according to their involvement level, profile the involvement groups according to demographic variables, and further test the role of negotiation strategies in the development of swimming involvement. Two hundred and sixty (N = 260) recreational swimmers participated in the study and completed Kyle et al.s three-facet involvement scale and Alexandris et al.’s five-dimension leisure negotiation scale. The results of cluster analysis revealed three distinct involvement groups: high, medium and low involved recreational swimmers. The high involved group consisted mainly of females, middle-aged and married individuals; the medium involved group did not have a clear demographic profile, while the low involved group consisted mainly of males and young individuals. The three involvement groups had statistical significant scores in all the five negotiation strategy dimensions, with the high involved individuals having the highest scores and the low involved individuals having the lowest ones. These results provide empirical support for the negotiation proposition, which was developed by Jackson, Crawford, and Godbey. They further contribute to the existing leisure literature by showing how demographic segmentation can be used in combination with psychographic variables in order to profile groups of participants.

Involvement with active leisure participation: does service quality have a role?

Identifying the antecedents of leisure involvement is of particular interest for researchers and practitioners, since involvement is associated with positive behavioural and attitudinal consequences for leisure participants. The present study was conducted in the context of traditional recreational dancing associations in Greece, aiming to test the degree to which service quality perceptions can discriminate between low and high-involved recreational dancers. One hundred and forty (N = 140) recreational dancers, who were members of traditional recreational dancing associations in Greece, participated in the study and completed the three-dimensional leisure involvement scale (Kyle et al., 2003), and a service quality scale (Alexandris et al., 2004a). The results of the cluster analysis revealed two distinct involvement groups: high- and low-involved recreational dancers. Four of the five service quality dimensions (outcome, tangibles, reliability and responsiveness) contributed to the prediction of high- and low-involved groups, indicating that service quality plays a significant role in the development of leisure involvement. The theoretical and practical implications of these results are discussed.

Testing the role of sport event personality on the development of event involvement and loyalty: The case of mountain running races

Purpose – The purpose of this paper is to test: the applicability of Aaker’s (1997) brand personality model in the context of mountain running races; and the influence of event personality on event involvement and loyalty. Design/methodology/approach – In total, 177 runners (n=177) at two mountain running races participated in the study and filled the brand personality (Aaker, 1997) and leisure involvement (Kyle et al., 2004a, b) questionnaires. Findings – The confirmatory factor analysis provided support for the factorial validity of the brand personality and event involvement models. The analysis confirmed also the structural model. Four of the five personality facets (excitement, competence, ruggedness and sincerity) significantly influenced the three dimensions of event involvement, which in their turn influenced event loyalty (intention to participate and W-O-M communications). Practical implications – The topic of brand personality is important for building brand equity and guiding market positionin...

Leisure constraints and the psychological continuum model: a study among recreational mountain skiers

Abstract Studying the factors that contribute to the development of skiing loyalty holds particular interest for ski resort managers and marketers, since it has been reported that recreational skiers’ dropout rates are considerably high. This study examines how intrapersonal, interpersonal and structural constraints, influence the development of skiers’ stage-based attitudinal loyalty (Attraction, Attachment and Allegiance stages), as conceptualised by the psychological continuum model, and further tests if constraints can be used for classifying skiers into the three stages of the model (Attraction, Attachment and Allegiance). Two hundred and thirty (N = 230) recreational skiers from one ski resort in North Greece participated in the study. The results indicated that the intensity of perceived constraints decreased from the lowest (attraction) to the highest (Allegiance) stage of the model. However, the hierarchical influence of constraints was not entirely confirmed, since all three types of constraints contributed to the stage classification of recreational skiers. The theoretical and applied implications of these results are discussed.

An examination of how constraints and processes of change affect stages of behavioural change for recreational sport participation

This study aimed: 1) to categorise individuals into stages of behavioural change for recreational sport participation; 2) examine leisure constraints and processes of change (which act as negotiation strategies) among individuals in different stages of behavioural change. The data were collected with on-site surveys, conducted in two public leisure/sport centres in Greece. The sample consisted of 300 married individuals, with children, who varied in age between 31 and 55 years. Participants completed questionnaires that assessed stages of behavioural change, leisure constraints and process of change. In terms of the stages of behavioural change, the results indicated that the largest proportion of respondents were in the pre-contemplation stage. In terms of the perception of constraints, individuals, who were in the three lower stages of behavioural change (pre-contemplation, contemplation, and preparation) scored higher in ‘intrapersonal’ and ‘interpersonal’ constraints, than individuals who were in the two higher stages (action and maintenance). Finally, in terms of the processes of behavioural change, significant differences were found between the behavioural stages in all ten dimensions, while, both cognitive and behavioural processes were found to increase with the advancing stages. The theoretical and applied implications of these results are discussed.