El principal objetivo de este trabajo es valorar el impacto que el turismo deportivo tiene sobre los socios y aficionados de un club como el F.C. Barcelona, así como sobre la economía de la propia ...institución y la ciudad en la que está radicado. Se han empleado metodologías de análisis cuantitativo, a partir de datos de fuentes primarias (encuesta a una muestra de socios, a cuyos resultados se practica análisis bivariado) y fuentes secundarias (informes de consultoras de reconocido prestigio). Los resultados muestran que los ingresos originados por el turismo representaron el 12,33% de los ingresos totales del club y un 22,73% de los ingresos comerciales y del estadio durante la última temporada previa a la pandemia de COVID-19. La mayor parte de la masa social de la institución estima acertado realizar campañas de marketing para atraer a turistas a los eventos deportivos (82,15%), pues lo consideran necesario financieramente (94,77%) o útil para el fomento de imagen y marca (91,08%). No obstante, el 84% se muestra disconforme con unas estrategias de marketing y comunicación más centradas en los turistas que en los socios y un 80,31% estima que la presencia de turistas en el estadio oculta realmente unos malos datos de asistencia de aficionados locales. Se concluye que el perfil sociodemográfico del socio puede determinar su comportamiento tanto como turista al visitar instalaciones de otros equipos o ir a ver partidos en el extranjero, como de anfitrión, siendo las mujeres y los jóvenes los más críticos con las campañas y acciones para atraer los turistas al estadio.
The authors apply consumer theories of cognition to event marketing specifically in relation to corporate sponsorships. Upon conducting field surveys with attendees (
n
=
1636) at an international ...sporting event with a multinational sponsor, the authors demonstrate the pivotal roles that 1) attendees' knowledge regarding the sponsor's product, and 2) perception of the sponsor's commitment to corporate social responsibility have on successful event sponsorship. Specifically, structural model results show how attendees' knowledge of the event sponsor's products and perceptions of the sponsor as socially responsible enhance attendees' commitment to the sponsor and intentions to purchase the sponsor's products. These results provide scholars and managers with means of improving event marketing communications.
•Experimental study shows the effects of a positive fan experience on eWOM creation.•Ephemeral social media allows fans to send self-deleting messages.•Fans use this control to share messages for ...longer or shorter periods of time.•Experience and audience size alter the time availability of messages.
Fans consuming sporting events commonly use social media to spread electronic-word-of-mouth (eWOM) related to their experiences. Ephemeral social media, an emerging form of social media that auto-deletes content after a prescribed time, allows fans to have greater control over their messages than ever before. The purpose of this experimental study was to investigate factors leading fans to lengthen or shorten the lifespan of their social media content. A nationwide panel (N=242) created social media content in a controlled setting in which the fan experience and audience size were manipulated. Results suggest fans having a positive experience or who were broadcasting to a large audience were likely to share their content for a longer period of time. In contrast, fans having other than positive experiences, sharing with a small audience, or displaying greater team identification wished to limit the availability of their content. Theoretical and managerial implications are discussed.
Color has long been considered important by both the manufacturing industry and academia because it affects people’s perceptions, emotions, and behaviors. However, the evaluation of purchasing ...behavior until now has mainly been only in an experimental environment, and there have been concerns that differed from the actual consumer behavior. Therefore, the causal effect of the strong impression of a manufacturer’s brand color on the purchase behavior in the Japanese automobile industry was verified. Covariate was homogenized by propensity score matching based on the online survey, and the causal effect on purchase intention was extracted. As a result, the impression of the brand color had a positive effect on the purchase intention. This effect was estimated to be 5.739 in odds ratio. Commercial brands, logos, emblems, car body colors, dealers, showrooms, and even professional baseball teams were found to be factors that foster brand color.
This study aimed to highlight the main features of Personal Trainer’s services located in Caruaru. It is a descriptive, transversal study that had as a research tool a semi-structured questionnaire ...with questions regarding Personal Trainer service. Participated in this study customers of twenty professionals, corresponding to five gyms strategically located to better represent the target of púplico research. The survey was composed of 155 people aged between 18 and 70 years and an average of 30.2 9.5. It was observed that the appearance and physical form of the personal are fundamental attributes. It was noticed that the professional has to be updated, as well as achieve the results of their customers. Also notes that the personals offer information of interest to its customers related to physical exercise in social networks. So, I got to have some characteristics of personal trainers of Caruaru, waiting, result in a better quality of services provided by these professionals in the search for better service and the satisfaction of its customers. Keywords: Personal Trainer; Service Quality; Sports Marketing.
The sports footwear industry is an attractive market, especially with the Generation Y market segment. The purpose of this study is to establish the determinants of brand loyalty of sports footwear ...brands in South Africa. The study followed a descriptive research design and implemented a quantitative research method. Of the nine independent variables, six variables namely brand image, brand association, style, brand name, price and endorsement were found to have a statistically significant influence on Generation Y consumers’ brand loyalty toward sports footwear, while three of the nine variables namely perceived quality, comfort and style, were not found to be statistically significant predictors of brand loyalty. It is important for manufacturers and marketers of sports footwear brands to understand which factors contribute to brand loyalty to their sports footwear brands as this will provide them with the insight to know what to feature in their product during the production stages and when they devise marketing strategies to the Generation Y cohort.
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