Background Analysis Of Nike And Reebok
Of the 1200 U.S. brands tracked annually by advertising agency Young amp Rubicam, Nike ranks in the top 10, among such brands as Coca-Cola, Disney, and Hallmark Lane, 1996 . The Nike swoosh is so familiar that sneakers and other company products no longer need to carry the name, just the logo. Phil Knight, CEO and founder of Nike, has made sneakers a disposable consumer good and transformed them into a status symbol. He makes shoes that are cool and makes it cool to be a Nike consumer Lane,...
Psychological And Theoretical Background
In this section we review the literature on risk-taking behavior. This literature is divided into two types. First, we review papers on the psychological determinants of risk-taking Zuckerman, 1983a, 1983b, 1984 . Second, we discuss and synthesize the hedonic aspects of consuming risky sports Celsi et al., 1993 . Subsequent to each building block of our model, we discuss the findings of our research. Figure 4.1 provides a model of risky sport consumption behavior, which is based on the two...
The Moderating Role Of Team Identification
Although a team's performance can impact fans' tendencies to BIRG or CORF, there are cases in which team performance is not the only determining factor. It is not uncommon for certain traditionally losing teams e.g., Major League Baseball's Chicago Cubs to be very popular and have a large base of loyal fans that proudly publicize their association with the team, independent of the team's record. Wann and Branscombe 1990 found that the level of identification of fans with a sports team moderated...
Consumption Communities
We factor analyzed all the variables having correlation coefficients higher than .10 with one or more of the consumption communities. We chose items with loading of at least .45 to represent each of the 44 resulting factors, and we cross-tabulated these items with membership in the four consumption communities. Some of the results are represented in Tables 1.4 and 1.5. The analysis helped us find out some interesting characteristics of these consumption communities. Attending Competitive...
Implied Endorsement
The implied endorsement mechanism requires even more cognitive elaboration. Its message is this brand must be OK, or it wouldn't be allowed to be the sponsor. The implied endorsement mechanism requires the consumer to infer that the event is somehow endorsing the quality of the brand. Several examples of this can be cited. McDonald 1991 provided Seiko's sponsorship of track meets at which it is the official timer as an example of what he called direct relevance p. 36 . Direct relevance means...
American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events
Stephen R. McDaniel University of Maryland The proliferation of event sponsorship opportunities, the amount of money flowing from marketers into event sponsorship, and the development of a body of academic literature dedicated to investigating and cataloging various sports event sponsorship effects all attest to its acceptance by marketers as a viable marketing communication technique Cornwell amp Maignan, 1998 . To date, there has been little academic research assessing public attitudes toward...
References Mgb
Achenbaum, A. 1966 . Knowledge is a thing called measurement. In L. Adler amp I. Crespi Eds. , Attitude Research at Sea pp. 111-126 . Chicago American Marketing Association. Ajzen, I., amp Fishbein, M. 1980 . Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ Prentice-Hall. Apter, M. J. 1976 . Some data inconsistent with the optimal arousal theory of motivation. Perceptual and Motor Skills, 43, 1209-1210. Apter, M. J. 1982 . The Experience of Motivation. London...
Image Transfer
The aim of sponsorship is image transfer the transfer of personality, aura and competence to the brand. Ryssel amp Stamminger, 1988, p. 111 Although affect transfer is the process of assigning event-based affective response to the brand, image transfer refers to the assignment of abstract event associations to the brand. Image transfer is the mechanism requiring the least cognitive elaboration in which the association can be formally stated as a message. The message of image transfer is that,...
References
Branscrombe, N. R., amp Wann, D. L. 1992 . Role of identification with a group, arousal categorization processes, and self-esteem in sport spectator aggression. Human Relations, 45, 1013-1033. Burnett, J., amp Menon, A. 1993 . Sports marketing A new ball game with new rules. Journal of Advertising Research, 33 5 , 21-36. Cialdini, R. B., Borden, R. J., Thorne, R. J., Walker, M. R., Freeman, S., amp Sloan, L. R. 1976 . Basking in reflected glory Three football field studies. Journal of...
Reciprocity
Fans are grateful for sponsorship. Others are not. Crimmins amp Horn, 1996, p. 17 Reciprocity is the mechanism that requires the highest level of cognitive elaboration on the part of the consumer. The message of reciprocity is the sponsor supports events you care about, so you should patronize the sponsor. The reciprocity mechanism is engaged when a consumer makes a conscious decision to go out of his or her way to support the brands that support the events that he or she finds important....
The Future Of Athlete Endorsement
Although the three major sports basketball, football, and baseball will probably always be popular among all age groups, the popularity and following of some sports appears to be changing. The 1990s saw a growth of previously less popular sports e.g., NASCAR as well as new sports e.g., extreme sports, and eco-challenge type sports . The most popular sports over time have also seen an increase in the number of young athletes in the sport. For example, Tiger Woods golf and Serena Williams tennis...
Seven Psychological Mechanisms Through Which Sponsorship Can Influence Consumers
John W Pracejus University of Alberta Gaining commercial advantage through association with an event is a complicated proposition. These events sports or otherwise are culturally bound and meaning laden. They can invoke in consumer audiences complex scripts and multiple associations. Events can vary in size and prestige. Some associations represent a strong fit between brand and event, whereas other associations are less logical. Consumers can vary greatly in their involvement in and knowledge...
Affect Transfer
Affect transfer in a sponsorship context is analogous to affect transfer in an advertising context, whereby one's attitude toward the ad transfers to one's attitude toward the brand, with little cognitive mediation MacKenzie amp Lutz, 1989 MacKenzie, Lutz, amp Belch, 1986 . As a mechanism through which sponsorship may function, affect transfer refers to positive feelings toward an event transferring to the sponsoring brand through the sponsorship association. This mechanism requires no real...
Info Rqp
have been found to promote toothpaste, shampoo, spray paint, and candy bars Ads bank on athletes to ring up those sales 1979 . In our study, each of these products would have been coded as an undifferentiated product. Question 2 What is the level of congruency between athletes that serve as endorsers Congruency has proved to be a difficult construct to nail down. Several definitional approaches have appeared in both the advertising and psychology literature. One approach considers congruence as...
Risks
The use of spokespersons and other kinds of endorsement affiliations are considered powerful marketing tools, and some athletes have worked promotional wonders for the products they endorse. However, many companies have come to learn that linking their corporate or brand image to an individual athlete is risky. Public perception of athletes can change, sometimes rather rapidly. Moreover, the cost to maintain a sponsorship relationship with a star athlete could become overly expensive or a...
Other Influences On Birg
Although BIRG and CORF can be witnessed in numerous cases among sports fans, they are not the only reasons that fans are attracted to specific teams. Vicarious achievement is only one factor attracting fans to sports. Kahle, Kambara, and Rose 1996 proposed that attending sporting events is primarily motivated by one's internalization of the event, the desire to seek a unique self-expressive experience, and the desire for camaraderie. Moreover, factors such as similarity and shared values...
Info Yus
full page and multi-page ads or less advertising space is being allocated per issue. Further study is needed to examine the reasons behind this trend. Second, the use of athletes as product endorsers in print advertising has fluctuated, resulting in trend blocks. More specifically, the data illustrates that a period of increased usage 1930 , was followed by a period of little usage 1940 through 1960 , followed again by increased usage 1970 through 1990s . However, on closer examination, the...
Psychological Determinants of RiskTaking
We begin this section with a brief discussion of the main psychological determinants of risk-taking behavior. In the next section, we synthesize the various approaches and explain how the model in Figure 4.1 was developed. Most previous research about psychological determinants of risk-taking behavior assumed that all individuals possess a personality trait that determines whether they will be positively or negatively inclined to engage in high-risk activities Lyng, 1990 . Models that assume...
References 1
Boorstin, D. 1974 . The Americans The Democratic Experience. New York Vintage Books. Burnett, J., Menon, A., amp Smart, D. T. 1993 . Sports marketing A new ball game with new rules. Journal of Advertising Research, 33 5 , 21-35. DDB Needham Worldwide, Inc. 1995 . The DDB Needham Life Style Study. Unpublished data. Dickinson, J. 1976 . A Behavioral Analysis of Sport. London Lepus Books. Eitzen, D. S., amp Sage, G. H. 1989 . Sociology of Northern American Sport 4th ed. . Dubuque, Iowa Brown....
Similarities and Differences Between Shoham and Kahles Regression Analysis and
Designating three communication communities as dependent variables and three consumption communities as independent communities, Shoham and Kahle 1996 conducted a multiple regression analysis to see how the consumption communities were associated with the communication communities. They found that the three consumption communities all contributed significantly to predicting which respondents attended sporting events. The competitive sport scale was the only significant predictor of watching...
Purpose
The purpose of this chapter is to phenomenologically investigate the perceptions, attitudes, and behaviors of fanatical followers of an athletic team. Although previous researchers have considered the consumption activities associated with fans in attendance at an athletic event Holt, 1995 , our chapter takes a broader view of the consumption experience in that it is not restricted to the activities associated directly with attending the event. Rather, our chapter considers the consumption...
Fanatical Consumption An Investigation of the Behavior of Sports Fans Through
Scott W Kelley University of Kentucky Kelly Tian New Mexico State University To be a WILDCAT fan, you must have pride and respect for your team no matter what. One has loyalty and admiration for the team and the university in general. One has support for the team and its achievements as well as for the individual players themselves. You love the team unconditionally and want the best for them always. You stick with the team in good times and bad ones. One can almost compare it to a marriage and...
Sports Marketing References
The American Heritage Dictionary 1985 . Boston Houghton Mifflin. Belk, R. W 1992, December . Moving possessions An analysis based on personal documents from the 1847-1869 Mormon migration. Journal of Consumer Research, 19, 339-361. Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman, S., amp Sloan, L. R. 1976 . Basking in reflected glory Three football field studies. Journal of Personality and Social Psychology, 34, 366-375. Fisher, R. J., amp Wakefield, K. 1998 . Factors leading...