Stephen Ross

An exploration of motives in sport video gaming.

This study examined motivational dimensions underlying sport video game playing, from a uses and gratification perspective, with the use of focus groups and confirmatory factor analysis. Through a rigorous scale development procedure, seven motivation dimensions were identified - knowledge application, identification with sport, fantasy, competition, entertainment, social interaction and diversion. The results also suggest that the pattern of sport video game use is more purposeful and active than uses of more traditional media. Future research opportunities and managerial implications for using video games in developing a more creative and interactive communication tool are also discussed.

From motivation to organizational commitment of volunteers in non-profit sport organizations: The role of job satisfaction

Purpose – The purpose of this paper is to examine the mediating role of job satisfaction in the relationship between volunteers’ motivation and affective commitment in non‐profit sport organizations.Design/methodology/approach – A mail survey was conducted with a sample of 214 individuals who volunteered at 22 non‐profit sport organizations in a Midwestern state of the USA.Findings – Results from structural equation modeling analysis supported the partial mediation role of job satisfaction. The values factor of volunteers’ motivation had a significant direct impact on affective commitment, and job satisfaction partially mediated the relationship between values and affective commitment.Research limitations/implications – Although volunteer motivation influences the level of organizational commitment, volunteers who are motivated by their values would be more satisfied with their volunteer experience and consequently be more committed to the non‐profit sport organization.Originality/value – Little research ...

Assessing the use of the brand personality scale in team sport.

It has long been recognised that brands have a personality and may have a role in the management of sport brands. Aakers [(1997) Journal of Marketing Research, Vol. 34, No. 3, pp.347?356] brand personality scale (BPS) is perhaps the most notable and groundbreaking measurement tool to assess these characteristics. The current study attempts to examine the applicability, validity and reliability of the BPS in the context of sport. The results of the analysis suggest that the BPS is not fully applicable to the area of sport and further development of the scale is needed in order to improve the reliability and validity. These findings support the previous literature questioning the generalisability of the BPS and provide a number of suggestions for future theoretical development.

Sport sponsorship decision making in a global market : An approach of Analytic Hierarchy Process (AHP)

Purpose – The purpose of this study is to identify the decision making factors of sport sponsorship in the global market context using Analytic Hierarchy Process (AHP).Design/methodology/approach – To facilitate AHP hierarchy construction, three criteria level factors and a total of 13 sub‐criteria level factors were identified though literature review, expert panel review and pilot test. A total of 410 email accounts from global corporate sponsors were contacted three times to request on‐line survey participation.Findings – AHP local weights showed that sport team factors were far more important decision making factors than the country factors and environment factors. AHP global weights showed that media exposure opportunity was the most influential factor followed by sponsorship fit, team image and fan base strength.Originality/value – This study, the first to utilize AHP in sport sponsorship literature, examined sport sponsorship in the global market context by contacting corporate sponsors.

The impact of team identification on ice hockey brand associations

The present study assessed the influence of team identification on the brand associations of an intercollegiate ice hockey team in the USA. Using the Team Brand Association Scale (TBAS) and the Team Identification Index (TII), a structural model was examined to assess the relationship between the two constructs. Results from a sample of 349 season ticket holders indicated team identification significantly impacts brand associations. By determining the impact of loyalty on associations, sport managers and marketers can concentrate resources on particular team characteristics that require image augmentation or image reinforcement.

The effect of sport video gaming on sport brand attitude, attitude strength, and the attitude-behavior relationship

This study examined the impact of repetitive sport video gaming on sport brand attitudes, attitude strength (e.g., attitude accessibility and confidence), and the attitude-behavior relationship. An experiment was designed to demonstrate the attitude-behavior consistency in a hypothetical choice context. The results indicated that repeated exposure to sport video games emulating a real-life sport influences sport attitude and its strength, and subsequently hypothetical choice behavior. The sport attitudes formed on virtual sport experience (e.g., playing sport video games repetitively) are as accessible and held with the same degree of confidence as those formed on direct experience (e.g., watching a sport on TV). The findings also confirmed the moderating effect of attitude confidence on the attitude-behavior relationship.

A model bridging team brand experience and sponsorship brand experience

Purpose Previous research has focused on the antecedents of fan loyalty or the link between fans and the team on sponsorship reactions, but no comprehensive framework has been developed to combine these perspectives. The purpose of this paper is to present an integrated framework of how team brand experience during the season impacts sponsorship brand experience. Design/methodology/approach To create the conceptual model, a comprehensive search of peer-reviewed articles was conducted in electronic databases and journal reference lists. The authors identified constructs from prior research aimed at understanding sponsorship effectiveness. These constructs not only included aspects of the sponsorship brand experience, but also aspects within the team brand experience that form the link between consumers’ responses derived from team-related stimuli and the responses evoked by sponsor-related stimuli. Findings This conceptual framework yields a set of 11 propositions regarding fans’ interactions with both team and sponsorship brands highlighting how to strengthen the bond between fans, teams, and sponsors. It provides a comprehensive understanding of this phenomenon and identifies opportunities to increase fan support and the appeal of professional teams to potential sponsors. Originality/value This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans view both the team brand and the sponsor brand. Several suggestions for future studies and strategies to increase the benefits for both teams and sponsors can be drawn from this framework.