Innovative Sport Consumption Experience: An Empirical Test in Spectator and Participant Sports

Understanding what aspects of sport consumption experiences are necessary to be innovative to gain and sustain long-term competitive advantage is a key issue in sport marketing. Presented herein is a multi-dimensional conceptualization of innovative sport consumption experiences, including six dimensions: sport performance, aesthetic environment, facility convenience, online services, brand community, and loyalty programs. Data were collected from spectators at a professional baseball game and users of a running station in Japan. Through a confirmatory factor analysis (CFA) and structural equation modeling (SEM), we assessed the construct and nomological validity of the proposed scale to measure the innovative sport consumption experience. In both settings, aesthetic environment innovativeness was the dominant factor in enhancing consumer satisfaction and brand attitude. Furthermore, the effects of brand community innovativeness on consumer satisfaction, brand attitude, and behavioral intentions were positive and significant for the baseball sample, while online services innovativeness positively influenced consumer satisfaction and brand attitude in the running station setting. The proposed framework was a useful model for understanding consumers\u27 assessments of innovative sport consumption experiences based on specific innovation points

Antecedents and consequences of sponsor-stadium fit: Empirical evidence from a non-historic stadium context in Japan

PURPOSE: Integrating several streams of theoretical reasoning such as social identity theory, congruity theory and the customer gratitude approach, the purpose of this paper is to develop a model of the antecedents and consequences of sponsor-stadium fit and examine the hypothesized relationships. DESIGN/METHODOLOGY/APPROACH: Data were collected from professional football spectators in a non-historic stadium context (n=342). Through a confirmatory factor analysis and structural equation modelling, the authors assessed the antecedents and consequences of sponsor-stadium fit. FINDING: Based on the results, team identification and prior sponsor attitude were found to be the dominant factors in enhancing sponsor-stadium fit. Furthermore, the indirect effects of team identification on purchase intentions through sponsor-stadium fit and gratitude towards the sponsor were positive and significant. RESEARCH LIMITATIONS/IMPLICATIONS: When renaming non-historic stadiums of relatively new sport teams, sponsors that present a team-related brand identity can create a reference and image fit with stadiums. The findings serve to advance the literature on stadium sponsorship particularly at non-historic stadiums. ORIGINALITY/VALUE: In its conceptualization of sponsor-stadium fit, the current study extends previous research that has focused primarily on sponsor-event fit.This research was funded by the Japanese Professional Football League (J. League)

Lateness Gene Concerning Photosensitivity Increases Yield, by Applying Low to High Levels of Fertilization, in Rice, a Preliminary Report

Various genes controlling heading time have been reported in rice. An isogenic-line pair of late and early lines “L” and “E” were developed from progenies of the F1 of Suweon 258 × an isogenic line of IR36 carrying Ur1 gene. The lateness gene for photosensitivity that causes the difference between L and E was tentatively designated as “Ex(t)”, although it's chromosomal location is unknown. The present study was conducted to examine the effects of Ex(t) on yield and related traits in a paddy field in two years. Chemical fertilizers containing N, P2O5 and K2O were applied at the nitrogen levels of 4.00, 9.00 and 18.00 g/m2 in total, being denoted by "N4", "N9" and "N18", respectively, in 2014. L was later in 80%-heading by 18 or 19 days than E. Regarding total brown rice yield (g/m2), L and E were 635 and 577, 606 and 548, and 590 and 501, respectively, at N18, N9 and N4, indicating that Ex(t) increased this trait by 10 to 18%. Ex(t) increased yield of brown rice with thickness above 1.5mm (g/m2), by 9 to 15%. Ex(t) increased spikelet number per panicle by 16 to 22% and spikelet number per m2 by 11 to 18%. Thousand-grain weight (g) was 2 to 4% lower in L than in E. L was not significantly different from E in ripened-grain percentage. Hence, Ex(t) increased yield by increasing spikelet number per panicle. It is suggested that Ex(t) could be utilized to develop high yielding varieties for warmer districts of the temperate zone

Fan Engagement Behavior:Validation of a Theory-Based Scale

In this research, we conducted two studies to validate a multidimensional scale of fan engagement behavior. In Study 1, we generated survey items through a systematic review of the relevant literature, collected data from fans of professional baseball (n = 319) and soccer (n = 301), and provided evidence for the construct and concurrent validity of the scale composed of six dimensions. In Study 2, we reassessed construct validity in professional baseball (n = 582) and found that fan engagement behavior was represented by the proposed six dimensions with a final list of 21 items. Further, our predictive analysis throughout a season showed that fan engagement behavior fully mediated the relationship between predictor (team identification and awareness of fan engagement initiatives) and outcome variables (media viewing frequency, attendance frequency, and flourishing). The developed scale advances our understanding of fans’ voluntary actions that are culturally embedded in spectator sport

Thalidomide Prevents the Progression of Peritoneal Fibrosis in Mice

Thalidomide is clinically recognized as a therapeutic agent for multiple myeloma and has been known to exert anti-angiogenic actions. Recent studies have suggested the involvement of angiogenesis in the progression of peritoneal fibrosis. The present study investigated the effects of thalidomide on the development of peritoneal fibrosis induced by injection of chlorhexidine gluconate (CG) into the mouse peritoneal cavity every other day for 3 weeks. Thalidomide was given orally every day. Peritoneal tissues were dissected out 21 days after CG injection. Expression of CD31 (as a marker of endothelial cells), proliferating cell nuclear antigen (PCNA), vascular endothelial growth factor (VEGF), α-smooth muscle actin (as a marker of myofibroblasts), type III collagen and transforming growth factor (TGF)-β was examined using immunohistochemistry. CG group showed thickening of the submesothelial zone and increased numbers of vessels and myofibroblasts. Large numbers of VEGF-, PCNA-, and TGF-β-positive cells were observed in the submesothelial area. Thalidomide treatment significantly ameliorated submesothelial thickening and angiogenesis, and decreased numbers of PCNA- and VEGF-expressing cells, myofibroblasts, and TGF-β-positive cells. Moreover, thalidomide attenuated peritoneal permeability for creatinine, compared to the CG group. Our results indicate the potential utility of thalidomide for preventing peritoneal fibrosis