Investigating brand image transfer in sport sponsorship of a participation sport event in Singapore

The interest from corporate sponsors in participation sport events in Singapore has increased. This study explores the applicability of the model for brand image transfer (Martensen et al., 2007) in a local participation sport event as to whether sponsor-event congruence, event emotions and attitude still work as driving variables for brand image transfer. The data were collected from 224 event participants (aged from 16 to 40) at Surf n Sweat which was Singapore’s biggest beach running event. The questionnaire consisted of the items measuring sponsor-event congruence, event emotions, attitude towards the event, attitude towards the sponsor, and purchase intention. A structural equation modeling supports an adequate overall and internal fit of the model to the data. The path analysis shows that sponsor-event congruence significantly influenced positive event emotions (β = .31), positive event emotions significantly influenced attitude towards the event (β = .73), event attitude significantly influenced attitude towards the sponsor (β = .33), and sponsor attitude significantly influenced purchase intention (β = .82). However negative event emotion did not mediate the relationship between sponsor-event congruence and event attitude. The findings provide empirical evidence of consumer behaviour in brand image transfer, thereby benefiting corporate sponsors looking to explore event sponsorship for their brand marketing in Singapore

The effectiveness of sponsorship of the F1 Singapore Grand Prix: recall and recognition

The effectiveness of sponsorship of the F1 Singapore Grand Prix: recall and recognitio

Development of a scale to measure gamer experiences in sport video games

The aim of this study is to develop a scale to measure gamer experiences in sport video games. A two-phase data analysis was conducted with 400 respondents randomly assigned to one of two phases. In each phase, respondents were tasked to play a sports car racing game and complete a survey instrument. The study identified six dimensions of sports video games based on gamer experience. These are Challenge, Competence, Flow, Immersion, Enjoyment and Negative Affect. Using this scale, it will be possible to examine differences in gamer experience across sports video games. More importantly, it will be possible to examine the relationship between gamer experience and sponsorship effectiveness in future studies using this scale

Volunteer motivations in sport: Gender differences among college students in Singapore

With the growth of Singapore``s sport industry, more manpower is needed to meet the demands of increasing sporting events. Given the economic and non-economic benefits that young volunteers bring, sport organizations should aim attract more of such personnel. In order to do so, they should have an understanding of sport volunteering motivations and how these motivations differ between genders. This would allow them to customise their recruitment campaigns to target each gender more effectively. The aim of the study was to examine gender differences in sport volunteering motivations. The study used the Volunteer Functions Inventory (VFI) scale to test for importance placed on six motivators (i.e., values, understanding, social, career-related, enhancement, and protective) with regards to sport volunteering. Online questionnaire was sent to undergraduates in a sport-related field of study. There were 126 responses, comprising of 68 males and 58 females. One-way MANOVA testing showed that females placed significantly more importance on values motivator; F(1, 124) = 4.91, p = .028, understanding motivator; F(1, 124) = 5.06, p = .026, and protective motivator; F(1, 124) = 4.43, p = .037. Results implied that volunteer recruitment messages should emphasise on benefits related to values and understanding, especially if the aim is to attract females volunteers, given that these two motivators were also ranked as most important among the six motivators. Ways to improve males`` perception towards volunteering should also be looked at by volunteering organisations and government agencies

Impact of sport facility upgrade on patron utilisation rate.

The S$4 million upgraded Bukit Batok Sports Hub has been serving the Bukit Batok community since its opening in December 2011. The purpose of this study is to understand the sport consumer behaviour of the Bukit Batok community towards the upgrading of the Bukit Batok Sports Hub to find out the impact of sport facility upgrade on patron utilisation rate. The System for Observing Play and Recreation in Communities direct observation instrument (McKenzie, Cohen, Sehgal, Williamson, & Golinelli, 2006) was used to find out the physical activity patterns of users of the Bukit Batok Sports Hub. A total of 1,086 people were observed. The majority of users of the Bukit Batok Sports Hub were made up of 638 users (58.75%) that were seen in the evening, 524 adult users (48.25%), and 708 male users (65.19%). The basketball court which saw 234 users (21.55%) is the most utilised facility and the street soccer court with 58 users (5.34%) is the least utilised facility. Findings indicated that the Bukit Batok Sports Hub provides various facilities which allow the community to participate in sport and understanding of the sport consumer behavior is crucial to encourage and increase patron utilisation rate of upgraded sport facilities

Consumers' perceived functions of and attitude toward corporate sponsors of small-scale amateur sporting event

Aspiring to become a sporting nation, one recommendation from Singapore’s Vision 2030 is to develop a sustainable resourcing model, by encouraging more corporate companies to sponsor sporting events. This research aimed to identify the perceived functions of corporate sponsors, which influenced consumers to develop positive attitudes toward these sponsors. 210 undergraduate students participated in this study. The five perceived functions of corporate sponsors were ubiquity, sincerity, credibility, sponsor-event fit, and profit-orientation. It was hypothesised that perceived ubiquity and profit-orientation negatively influenced consumers’ attitude while perceived sincerity, credibility, and sponsor-event fit were positive influences. A multiple regression test showed perceived ubiquity and sponsor-event fit as significant functions which positively influenced consumers’ attitude toward corporate sponsors of small-scale sporting events

The effects of service quality of university sport facilities on students’ affective and behavioral outcomes

Supportive sport facilities in universities are necessary to encourage students to be actively involved in sport. The purpose of this study was to investigate students’ perceived and expected service quality of sport facilities in universities and test the relations to satisfaction and subsequent behavioral intention. Results from the study revealed that while satisfaction played as partial mediators in the relationships between tangibles/reliability and intention, satisfaction was a full mediator in the relationship between assurance/empathy and intention

The influence of stadium environment on attendance intentions in spectator sport: the moderating role of team loyalty

Purpose: The purpose of this paper is to examine the impact of perceived environmental quality of the stadium on fans’ future intentions to attend a game by highlighting the moderating effect of team loyalty. Design/methodology/approach: Using latent moderated structural equations modeling, this study tested the direct impacts of stadium factors on consumers’ desire to stay and revisit intentions and the moderation effects of team loyalty based on Mehrabian and Russell’s environmental psychology behavioral model. Findings: The results showed significant direct effects of team loyalty and desire to stay on revisit intentions. The stadium environment influenced desire to stay and revisit intentions only by the interactions with team loyalty. More specifically, higher loyalty led to higher desire to stay and revisit intentions, whereas fans’ positive experience of stadium environment intensified the effect. Originality/value: The authors highlight the significant role of desire to stay on revisit intentions by incorporating the cognitive-affective system of human behavior. In addition, this study provides essential information for identifying the interaction effects of environmental factors and team loyalty on consumer behavior in sport settings

Impacts of talent development environments on athlete burnout: a self-determination perspective

Guided by Deci and Ryan’s (2000) self-determination theory, this survey study aimed to examine the effects of the talent development environmental factors on athlete burnout. Talented adolescent athletes (N = 691) filled out a survey form measuring the talent development environmental factors, needs satisfaction, and burnout. The findings showed that three talent environmental factors (i.e., long-term development focus, holistic quality preparation, and communication) were negative predictors of burnout via needs satisfaction. It was concluded that the three talent development environmental factors may be important for facilitating athletes’ needs satisfaction and preventing burnout

Effective promotions through social media: A case of Major League Baseball teams

This study examined if the impacts of Facebook promotions on fan engagement were moderated by team performance in the Major League Baseball. Two teams showing the opposite results in the 2015 seasons were selected. Likes, Shares, and Comments were measured as indicators of fan engagement. All posts were categorised in the five promotion types. A two-way MANOVA was carried out to see if there were any differences in Facebook Likes, Shares, and Comments for differing promotion types and team performance. The results revealed that there were statistically significant interaction effects between promotion types and team performance on Likes and Shares. For player/personnel promotion and team information, the numbers of Likes and Shares were significantly higher than the other promotion types for both teams. For Likes and Shares by the two significant promotion types, Royals had significantly higher mean scores than did Phillies