Marketing across cultures : an investigation into place specific dimensions of service quality in sport

Abstract The purpose of this study was to identify place-specific dimensions of service quality in spectator sport settings and determine if the importance of these dimensions differed across cultures. The study was limited to the soccer industry and involved the collection of responses from identified soccer spectators to a range of items presented in a survey instrument. The survey was distributed to respondents face-to-face on a match day of the club they supported, or mailed to their home address. Responses were obtained from spectators from two clubs from Australia (n=277), one club from the USA (n=199), one club from the Netherlands (n=245) and one federation from Malaysia (n= 100). Based on the findings of a number of authors, six categories of potential place-specific dimensions of service quality in spectator sport settings were created and the research instrument contained a number of items that could be categorised under one of these headings. These categories were Home, Religion, Social facilitation, Sensory, Uncertainty of outcome, and Personal attention. In this thesis it was assumed that place-specific service quality issues are similar for sport spectators of different cultures, although differences in degree of importance of these dimensions (etic approach) were likely to emerge. In other words, although it was expected dimensions per country to be similar, differences in degree of importance of these dimensions were expected. Given the lack of confirmatory statistical evidence pertaining to the specific country samples, it was concluded that differences per country are likely to be more than just differences in degree. Both the overall structure and structures per country could not be confirmed, and hence the conclusion was drawn that differences in nature between the countries were present. In other words, what is a dimension of place-specific service quality in one country is not necessarily a dimension in another country. The results of a content analysis of ‘core component’ structures per country compared with a (full sample) core component structure delivered six components (referred to as place-specific dimensions of service quality) that were defined as Home, Hedonist, Religious follower, Safe atmosphere, Hospitality and Personal Attention. It was found that in most cases the cultural orientation of soccer spectators reflects the cultural orientation of the country as a whole as proposed by Hofstede (1991). However, in line with Huntington (1997), it was also argued that grouping people based on their country of origin as a proxy for their cultural orientation, will increasingly lead to flawed and incomplete research findings. As noted by Yoo etal. (1999), the identification of a person\u27s cultural orientation is likely to deliver more direct results when measured at the individual level In that regard it is concluded that it may seem prudent to view Hofstede\u27s dimensions of culture with increased conceptual scrutiny. Although having been replicated in multiple studies, it becomes increasingly unlikely that Hofstede\u27s dimensions cover the complete spectrum of an individual person\u27s cultural orientation. In conclusion, this study identified that soccer spectators (from a number of clubs) from Australia, the USA, the Netherlands and to a lesser extent Malaysia, perceive a range of place-specific service quality dimensions in spectator spoil settings to be important when visiting a soccer match. Before research into satisfaction with and value of place-specific dimensions of the spectator sport service product is initiated, it is pertinent the identified dimensions are further explored and confirmed in different country (culture) settings. The confusion that still exists about the place of the value concept (in relation to quality and satisfaction), where Holbrook (1994) defines quality as a type of value and Chelladurai and Chang (2000) argue that value is a type of quality, further underpins this necessity. It needs to be clear what are the targets of service quality before this information is integrated in larger holistic research frameworks. In the final section of the thesis a conceptual model for international services marketing research in the sport industry was presented as a first attempt to integrate the findings of this research and other researchers

Stored object knowledge and the production of referring expressions:The case of color typicality

When speakers describe objects with atypical properties, do they include these properties in their referring expressions, even when that is not strictly required for unique referent identification? Based on previous work, we predict that speakers mention the color of a target object more often when the object is atypically colored, compared to when it is typical. Taking literature from object recognition and visual attention into account, we further hypothesize that this behavior is proportional to the degree to which a color is atypical, and whether color is a highly diagnostic feature in the referred-to object's identity. We investigate these expectations in two language production experiments, in which participants referred to target objects in visual contexts. In Experiment 1, we find a strong effect of color typicality: less typical colors for target objects predict higher proportions of referring expressions that include color. In Experiment 2 we manipulated objects with more complex shapes, for which color is less diagnostic, and we find that the color typicality effect is moderated by color diagnosticity: it is strongest for high-color-diagnostic objects (i.e., objects with a simple shape). These results suggest that the production of atypical color attributes results from a contrast with stored knowledge, an effect which is stronger when color is more central to object identification. Our findings offer evidence for models of reference production that incorporate general object knowledge, in order to be able to capture these effects of typicality on determining the content of referring expressions

Longitudinal Trends in Sport Participation and Retention of Women and Girls

Measurement and analysis of sport participation data is vital to understand trends, and therefore to make informed decisions relating to sport policy and strategies to get more people active through sport. This study identified patterns of club sport participation, retention and drop-out of women and girls over a 7 year period in a popular team sport in Australia. The study included registered women and girls of all ages (4–96 years at baseline) in an almost exclusively female sport, with a particular focus on the ages 4–14 years where most participation occurs. All commencing participants in the base year (2010) were tracked over the 7 year period. Participants were classified in two ways: the total number of years they played and their overall pattern of participation. Differences between age groups were analyzed using Kruskall Wallis and Mann Whitney tests. Registration records of 29,225 participants were analyzed in the study. Overall, there were considerable differences in the years participating in the sport. Almost one third (30%) of commencing 4–9 year olds played continuously for the 7 years. This proportion diminished through ages at commencement from 10 to 19, reaching a low point of 4% for ages 15–19, then rebounded slightly, reaching 7% for ages 30+. The proportion who dropped out during the 7 year period and did not return varied with age in the converse manner, as did the proportion of single-year players. The optimal age of entry to sport for retention in participation was 6–9 years. Consideration needs to be given to the age appropriateness of sports programs for very young participants. Strategies specifically relating to retention of girls and young women during adolescence should be developed. © 2020 Eime, Harvey, Charity and Westerbeek

Women’s activewear trends and drivers: a systematic review

Purpose The activewear industry would benefit from an evidence-based understanding of how activewear is incorporated into women’s lives and their changing participation in physical activity. Activewear brands may be missing the trend of women moving from organised sport to non-organised and individualised sport and recreation. The purpose of this paper is to explore the degree to which academic and industry research understood patterns and influences on female’s activewear consumption and identified what significant gaps are evident in understanding the drivers and industry trends that pertain to female consumers of activewear. Design/methodology/approach The systematic literature review sought academic and industry research papers. Articles were selected if they included female participants; and/or addressed consumer related information; and focussed on active wear. Article findings were thematically analysed. Findings Most literature exploring activewear consumption fails to take gender into consideration or explore unique female consumer profiles. Females are bringing activewear into other parts of their wardrobe and place more value on fashion, even for sports attire. Research identified the need for activewear brands to consider lifestyle, emotional and personality elements of consumer behaviour. However a specific focus on women’s branding was absent. Women’s age and generation influenced their activewear consumption. Although some industry reports discussed the shift in use of activewear, no studies explored the impact of the critical shift in women’s physical activity patterns on the activewear industry. Originality/value This review identifies the gap in knowledge regarding women’s activewear consumption patterns and needs, and the importance of reflecting the changes in female physical activity participation. It also links marketing and design of women’s activewear to the needs of female consumers based on their actual patterns and trends in physical activity. The findings are relevant to activewear researchers, brands, marketers and producers

Five-year changes in community-level sport participation, and the role of gender strategies

Background: The rate of participation in community-based sport by boys and men has been double that of girls and women. Contributing to this is the fact that some sports have been traditionally male-only or at least very male-dominated. Aim: The aim of this study was to investigate changes in participation in sport by sex and age across 10 major sports in Australia over a 5-year period. In conjunction with the analysis of participation trends, the gender strategies that were developed and implemented during this time are reviewed. Methods: This study encompassed all sport participants registered with one of 10 State Sporting Associations in Victoria, Australia in 2015 and in 2019. Participation rates by region, age and sex were calculated. State sport and health policies relating to female participation in sport were reviewed. Results: There were 749,037 registrations in 2015 and 868,266 in 2019. A comparison between 2015 and 2019 shows increases in participation for women and girls across all age groups (4–84 years), and highest increases for those aged 4 (6.6%) and 5–9 (4.7%). For boys there was a considerable decrease in participation for those aged 5–9 years (−3.8%). Discussion: This study provides evidence that whilst participation in sport is still dominated by males, the gap might be gradually closing and this is in line with recent strategies and investments into sport and wider cultural developments in society. The implications of these findings are discussed. Copyright © 2021 Eime, Charity, Harvey and Westerbeek. Corrigendum: Five-Year Changes in Community-Level Sport Participation, and the Role of Gender Strategies (Front. Sports Act. Living., (2021), 3, (710666), https://doi.org/10.3389/fspor.2021.79827

The Physical Activity and Sport Participation Framework—A Policy Model Toward Being Physically Active Across the Lifespan

The changing social and policy context in which sport is produced, delivered, and consumed is considered as a foundation for proposing a new integrated framework that incorporates participation in sport with participation in leisure-time physical activity (PA) more broadly. In order to position sport in the broader context of leisure-time PA, the concept of physical literacy is reviewed and integrated into the theoretical foundations of a new lifespan framework. It is argued that historically, sport policy largely focused on competitive club-based sport and elite performance and that in line with this, talent development pathway models were developed and implemented. However, with increasing physical inactivity globally, these models do not apply to the general population. This is why we propose a population-based “whole of sport ecosystem” lifespan model—the Physical Activity and Sport Participation (PASP) framework. We conclude that this framework may serve as a holistic policy and implementation guide for all in the sport ecosystem. This includes governmental PA and sport policy makers, sport governing bodies and clubs, and the ever-increasing range of private PA and sport providers and also health agencies. In recognition of the changing patterns of participation in PA and sport across the lifespan, the PASP framework can contribute to coordinated and integrated PA and sport policy development, which, in turn, can lead to strategies that tackle the global physical inactivity crisis

The impact of COVID-19 restrictions on Australians' frequency and duration of participation in different types of sport and physical activity

Background: Sports management and public health physical activity stakeholders need to understand changing patterns of participation to inform the development of sport and physical activity opportunities and strategies. This study investigated changes in the frequency and duration of participation in sport and physical activity in Australia from pre-COVID-19 to during-COVID-19, broken down by the specific type of activity and by gender, age and region. Methods: During the first pandemic restrictions and lockdowns in Australia in May–June 2020, 6140 survey respondents provided information about the types, frequency and duration of the sport and physical activity they participated in prior to and during COVID-19 restrictions. Differences between mean values were analyzed. Results: The greatest decline in participation during COVID-19 was in team sports, and the decline was greater for men than for women. Conclusion: How will sport respond to getting these men back in the game, and women back from home-based yoga and Pilates? © 2022, The Author(s)

Using Sport and Physical Activity (PA) in Corporate Social Responsibility Programs: An Analysis of Indexed Multinationals

Perhaps more than ever before the responsibilities and obligations of commercial enterprises in the Western world are being questioned. This has culminated in the emergence of a perspective that is captured by the term corporate social responsibility (CSR) or corporate citizenship (Carroll, 1999). Those who subscribe to this perspective argue that corporate social responsibilities extend beyond the profit motives of shareholders and into the broader goals of society (Lazer, 1996)