Yu Kyoum Kim

The impact of relationship quality on attitude toward a sponsor

Purpose – The purpose of the current study is to advance understanding of sponsorship effectiveness by investigating the impact of the quality of the relationship between a consumer and a sport property on sponsorship effectiveness.Design/methodology/approach – A model was developed to examine linkages among relationship quality, sincerity, attitude toward sponsor and intention to purchase a sponsors product. The measurement model was tested using confirmatory factory analysis. The relationships in the hypothesized model were tested using simultaneous equations.Findings – The results indicate that positive attitude toward a sponsor and intention to purchase said sponsors product(s) are more likely to occur among the customers who perceive a higher degree of relationship quality with the sport property and believe the sponsor motives are sincere.Research limitations/implications – A conceptual model of sponsorship effectiveness was developed and empirically tested. The tested model provides an expanded v...

The role of gratitude in sponsorship: the case of participant sports

This paper proposes a framework that focuses on instilling feelings of gratitude within consumers. Participant sports events are often funded largely by sponsorship revenues, and their consumer base is considered to represent an identifiably unique market. These conditions are argued to be favourable for integrating a gratitude framework. A model is presented that depicts gratitude as a mediating mechanism within a reciprocal relationship between the sponsor and the consumers. It includes purchase intentions as the behavioural outcome of gratitude. The findings suggest that incorporating feelings of gratitude may prove to be advantageous for potential sponsors within the participant sports industry.

Martial arts participation: Consumer motivation

Although the martial arts industry is rapidly evolving into a mature and highly competitive marketplace, only a few studies have been conducted to understand why people participate in martial arts. The purpose of this study is to examine motivation factors that influence an individuals participation in martial arts to provide leaders of the industry with meaningful managerial implications. The researchers collected data from the 2004 Battle of Columbus Martial Arts World Games IV, one of the most popular martial arts events in the US. The results of a series of MANOVA tests revealed that these martial arts participants (N = 307) are highly motivated by growth-related motivation (e.g. value development and actualisation). In addition, the findings indicate that motivation of martial arts practitioners varies across types of martial arts disciplines, competition orientation and past experiences. Given these results, implications for future research and practice are discussed

Transition from Motivation to Behaviour: Examining the Moderating Role of Identification (ID) on the Relationship between Motives and Attendance

In sports consumer behaviour literature only a small amount of variance in attendance is explained by motives. One possible explanation for this is the existence of a third factor which moderates this relationship between the motives and attendance. Individuals who strongly identify with a sports team demonstrate distinctly different behavioural patterns from weakly identified individuals. Identification may, therefore, serve as a moderator. Accordingly, two hypotheses are generated: (a) the relationship between motives and attendance intention ranges from weak to moderate; and (b) the overarching construct of Identification (Team Identification) moderates the influence of motives on attendance intention. Participants were 207 United States of America National Collegiate Athletic Association (NCAA) Division IA student-subjects. Instrumentation includes measures of motivation, points of attachment and attendance intention. Through hierarchical Confirmatory Factor Analysis, regression analyses and latent va...

Sports Consumer-Team Relationship Quality: Development and Psychometric Evaluation of a Scale

The purpose of this research was to develop the Sports Consumer-Team Relationship Quality Scale (SCTRQS). In Study I, content validity was established through a comprehensive review of literature and tests of content validity, including expert review. Based on the assessment of psychometric properties, theoretical relevance of the items and parsimoniousness of the scale, items were refined for two following studies. Results indicated that the SCTRQS would be a valid tool for marketers and managers to assess relationship quality with their consumers for marketing strategies, effectiveness of advertising campaigns, sponsorship value and value for stakeholders.

A relationship marketing catalyst: the salience of reciprocity to sport organization–sport consumer relationships

Abstract One essential and increasingly emphasized area for sport managers to consider is relationship marketing (RM), with particular reference to relationship quality (RQ). Relationship quality is the overall assessment of relational strength and it is important to the study of RM because it provides a lens to view wide-ranging relational constructs and more precisely distinguish sport RM efforts. Therefore, the purpose of this study was to examine the impact of the RQ construct of reciprocity on the outcome of attendance intention through the established relational mediators of trust and commitment. Several hypotheses were generated. Specifically, reciprocity will positively impact trust, commitment, and attendance intentions. Additionally, both trust and commitment were hypothesized to positively impact attendance intentions. Participants were 423 NCAA Division 1 student-subjects. Through CFA and bootstrap confidence interval (CI) the research hypotheses concerning the direct and mediated effects of reciprocity on sport consumer attendance intentions were supported.

Horse Racing Image: Re‐Examination of Relations Between Image and Intention to Visit

This study examined the relationship between cognitive and affective images of horse racing and the influences of the two image dimensions on the intention to attend horse racing events. Data was collected through an online survey method using World Survey in South Korea. The questionnaire was e‐mailed to panel members of the World Survey who are involved in various online media. Canonical correlation and logistic regression were used to test hypotheses. The results showed that cognitive images of horse racing significantly influenced affective images and that both cognitive and affective images of horse racing positively influenced the intention to visit. The results of this paper supported previous destination image studies and also verified that the destination image concept could be applied to the study of horse racing image. In addition, this study indicated that people who believe horse racing image is related to wholesomeness and excitement expressed a higher intention to visit.

Factors influencing spectator sports consumption: NCAA women's college basketball

Although the understanding of both positive and negative factors influencing sports consumption is essential, previous research has mainly focused on motivators. The purpose of this study was to examine three different models of constraints and motivators that influence attendance: a correlated model, a hierarchical model and a moderated model. Twenty factors were identified and classified into four main categories. The results indicated that 16 out of 20 motivators and constraints had a significant relationship with attendance in the theoretically expected direction.

Emotional Labor in Sports Coaching: Development of a Model

Coaching in sports represents an emotion-laden context. Many incidents evoke disparate emotions among coaches during practices and competitions, especially in communication with their athletes, the members of the opponents, the referees, the media, and other stakeholders. To manage and express these emotions appropriately, coaches need to perform emotional labor. With a view to examining the dynamic nature of sports coaching world, this paper proposes a conceptual model of emotional labor in coaching based on the literature on both emotional labor and sports. We identify three main types of emotional labor (surface acting, deep acting, and genuine expression) and the associated psychological costs (psychological effort, emotional dissonance, and feeling of authenticity), and link them to the key outcomes of job satisfaction and job burnout. Our model also includes individual difference variables of emotional intelligence and positive affectivity as moderators. Directions for future research and its implications are discussed.

Psychological capital in sport organizations: Hope, Efficacy, Resilience, and Optimism among Employees in Sport (HEROES)

ABSTRACT Research question: The purpose of this study is to provide a comprehensive picture of positive organizational behavior in sport organizations by better understanding sport employees’ psychological capital (PsyCap) for desirable attitudes (job satisfaction and psychological well-being), behaviors (citizenship), and performance. Further, we examine antecedents of PsyCap at the employee, the leader, and organizational level. Research methods: Through an in-depth literature review and series of panel discussions, we present a conceptual framework for sport employees working in sport teams at the professional or collegiate levels. Results and Findings: In detailing a conceptual model of Hope, Efficacy, Resilience, and Optimism among Employees in Sport (HEROES), we expand the knowledge on PsyCap by identifying the factors that potentially affect sport employee PsyCap and the outcomes that can be expected from PsyCap enhancement. Implications: Sport management researchers can empirically examine the proposed links in the HEROES model and look into which of the aforementioned components actively influence sport employees’ PsyCap, as well as which outcomes are most strongly affected by enhanced PsyCap.