Rui Biscaia | University of Bath (original) (raw)

Papers by Rui Biscaia

Research paper thumbnail of Examining fan engagement through social networking sites

International Journal of Sports Marketing and Sponsorship

PurposeThe purpose of this paper is to conceptualise and measure the construct of fan engagement ... more PurposeThe purpose of this paper is to conceptualise and measure the construct of fan engagement through social networking sites (SNS).Design/methodology/approachA multi-stage procedure was completed to validate the proposed fan engagement through SNS model with three first-order constructs (fan-to-fan relationships, team-to-fan relationships and fan co-creation). First, a preliminary analysis of the proposed items to capture fan engagement through SNS was conducted through expert review. Second, an assessment of item reliability and construct validity was completed using confirmatory factor analysis (CFA). Finally, CFA and subsequent structural equation model were conducted to review the psychometric properties and to test the relationships between the proposed construct with online and offline behavioural intentions.FindingsThe results indicate good psychometric properties of the constructs of fan-to-fan relationships, team-to-fan relationships and fan co-creation, and these three...

Research paper thumbnail of Service quality and its effects on consumer outcomes: a meta-analytic review in spectator sport

European Sport Management Quarterly, 2021

Research question: Previous research on service quality in spectator sport has provided mixed res... more Research question: Previous research on service quality in spectator sport has provided mixed results on its measurement and influence on spectators' outcomes. This study synthesises previous empirical research in a meta-analytic framework to provide a comprehensive understanding of service quality measurement, its effects on spectators' perceived value, satisfaction and behavioural intentions, while also exploring culture and sport setting as moderators. Research methods: This meta-analysis is based on a comprehensive search of peer-reviewed articles. It integrates 121 effect sizes based on 139,796 participants from 121 independent studies that were examined through a meta-analytic structural equation model. Results and findings: The results indicated that the dimensions of functional and aesthetic quality had a moderate effect on perceived value and a small effect on both satisfaction and behavioural intentions. Core product quality showed a moderate influence on satisfaction but did not influence neither perceived value nor behavioural intentions. Both perceived value and satisfaction were significantly related to behavioural intentions. Culture and sport setting partially moderated the relationships between service quality and spectator outcomes (perceived value, satisfaction and behavioural intentions towards the teams). Implications: This meta-analysis aggregates a range of attributes derived from previous studies in a comprehensive model and provides a succinct overview of the differential role of service quality dimensions on spectators' perceived value, satisfaction and behavioural intentions. It offers a roadmap for planning service delivery in spectator sport that contributes to recalibrate future directions for research and practice.

Research paper thumbnail of We are in this together: sport brand involvement and fans' well-being

European Sport Management Quarterly, 2021

Research Question: The COVID-19 pandemic has highlighted the need for a transformative perspectiv... more Research Question: The COVID-19 pandemic has highlighted the need for a transformative perspective on the role of sport brands in promoting fans' psychological well-being. Drawing upon attachment theory, the current research explores how individuals' involvement with sport brands may contribute to their psychological well-being in the wake of COVID-19. Research Methods: Data were collected from sport fans (n = 770) in mainland China through an online survey. Machine learningbased model selection algorithms were used to optimize the balance between the predictive power and parsimoniousness of the empirical model. Bayesian structural equation modeling was performed to examine the effects of sport brand involvement (SBI), crisis management performance, and perceived togetherness (PT) on fans' sense of hope and emptiness. Results and Findings: The results indicate that fans' involvement with sport brands was positively associated with fans' psychological wellbeing. SBI mitigated fans' perceived emptiness. This relationship was partially mediated by PT but not by crisis management performance. Furthermore, sport brands' crisis management performance and PT fully mediated the positive relationship between SBI and hope. Implications: This research contributes to theorizing the transformative role of sport brands in enhancing fans' psychological well-being. We offer an alternative view of sport branding literature by moving beyond fans' contributions to business outcomes to explore how sport brands may benefit fans' well-being. Findings highlight the importance of the transformative power of 'we' in unifying sport brands and fans amid the uncertainty of the COVID-19 pandemic.

Research paper thumbnail of Identificação dos interesses e dos problemas organizacionais em eventos desportivos: Estudo do Estoril Open 2012

Revista Intercontinental de Gestão Desportiva, 2012

Research paper thumbnail of Sports ingroup love does not make me like the sponsor’s beverage but gets me buying it

PLOS ONE, 2021

Previous literature has shown that social identity influences consumer decision-making towards br... more Previous literature has shown that social identity influences consumer decision-making towards branded products. However, its influence on ones’ own sensory perception of an ingroup (or outgroup) associated brand’s product (i.e. sponsor) is seldom documented and little understood. Here, we investigate the impact of social identity (i.e. team identification) with a football team on the sensorial experience and willingness to buy a beverage, said to be sponsoring the ingroup or the outgroup team. Ninety subjects participated in one of three sensorial experience conditions (matched identity: ingroup beverage; mismatched identity: outgroup beverage; control: no group preference). Each participant tasted the new sponsoring beverage and answered a questionnaire about their subjective sensorial experience of the beverage. EEG and BVP were synchronously collected throughout. Analyses revealed that team identification does not influence subjective responses and only slightly modulates physiological signals. All participants reported high valence and arousal values while physiological signals consistently translated negative affects across groups, which showed that participants reported to be happy/excited about trying the beverage while their physiological signals showed that they were feeling sad/depressed/angry. Crucially, despite a similar sensorial experience, and similar socially desirable report of the subjective experience, only participants in the matched identity group demonstrate higher willingness to buy, showing that the level of team identification, but not taste or beverage quality, influences willingness to buy the said sponsor’s product.

Research paper thumbnail of A bright spot for a small league: social media performance in a football league without a COVID-19 lockdown

European Sport Management Quarterly, 2021

Research question: Pull effects in attention from smaller leagues towards bigger leagues have bee... more Research question: Pull effects in attention from smaller leagues
towards bigger leagues have been under discussion. Nevertheless, causal empirical evidence on such attention interception is non-existent, and the suspension of sport leagues during the COVID-19 lockdown provides a perfect context for examination. The purpose of this study is to test whether the fan interest towards smaller leagues suffers from the presence of bigger leagues.
Research methods: While COVID-19 suspended top professional football worldwide, the Belarus league remained active. We used daily follower statistics (Facebook, Twitter, Instagram, Youtube) three months before, during, and three months after the lockdown. Since we have these statistics for Belarus clubs as well as for 847 lockdown-affected football clubs (48 first division leagues, Nmax= 142,139), we use a difference-in-differences approach to estimate the effect of the shock caused by the
lockdown.
Results and findings: Results indicate an increase in social media attention (throughout all social media channels) for Belarus clubs after the worldwide lockdown. A decrease was then observed after the revitalization of worldwide professional football leagues. The growth rates slowed down to an almost before COVID-19 level after the restart of other leagues.
Implications: First, keeping a league open during a pandemic boosts consumer/fan attention, which may lead league organizers and club managers to maintain a league open longer than advised by national health authorities. Second, since bigger leagues seem to pull of attention from smaller leagues, they could compensate the smaller leagues (financially or nonfinancial) for the loss of fan interest.

Research paper thumbnail of The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes

Journal of Sport Management

This research explored the role of athlete on-and off-field brand image on consumer commitment to... more This research explored the role of athlete on-and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete's sponsor, and the mediating effect of consumers' self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete's on-field image is significantly related to athlete sponsor preference, while the off-field image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.

Research paper thumbnail of Brand relationships and consumer behavior

Sport Marketing Quarterly, 2020

One of the most valuable assets a sport entity possesses is its brand. However, existing sport br... more One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships between
connected brands or the actual behavioral outcomes of branding. This article provides an overview of the current state of sport branding research; proposes an extended conceptualization of sport brand architecture
within a sport brand ecosystem framework to guide future examination of sport branding research; introduces the four articles published in this special issue; and presents insights from industry experts from different brand entities within the sport brand ecosystem. Thus, this article provides a foundation to further examine brand relationships and actual behavioral outcomes of sport branding to contribute to our theoretical and managerial knowledge on sport brand architecture within the sport brand ecosystem.
Keywords: brand, brand relationship, brand architecture, consumer behavior

Research paper thumbnail of When sponsorship causes anger: understanding negative fan reactions to postings on sports clubs’ online social media channels

European Sport Management Quarterly, 2020

Research question: Fans’ perception that sponsors are a financial need illustrating the increased... more Research question: Fans’ perception that sponsors are a financial need illustrating the increased commercialisation in sports is not always aligned with their view of a club’s culture. This perceived imbalance represents a challenge in the online marketing strategies of sports clubs. When club managers decide on the content of online social media posts/messages related to sponsors, they should be aware of potential fan reactions. Therefore, this study analyses how sponsor-related and other online social media communication of football clubs affect fan reactions.
Research methods: We analyse Facebook postings (N = 4,603) published by German first division football clubs. After classifying postings regarding their content, we regress ‘Reactions’, ‘Shares’, and ‘Angry’ reactions on the content variable and further covariates. Linear regression models, Poisson regression models, and general dominance statistics are used for exploring variance within the data.
Results and Findings: Fans react considerably angrier to sponsor-related posts than to other content except for defeat-related postings. Regarding overall reactions and shares, sponsor-related posts perform worst among different contents. In addition, the content of posts is elementary to negative reactions, but of less importance to overall reaction rates.
Implications: Sports managers and sponsors should be aware of the potential negative shift in reactions when using clubs’ social media channels to share sponsor-related content. We recommend releasing sponsor-related posts as videos on game days to decrease the fraction of negative responses and simultaneously maximise the overall reactions.

Research paper thumbnail of Sport Brands: Brand Relationships and Consumer Behavior

Sport Marketing Quarterly, 2020

One of the most valuable assets a sport entity possesses is its brand. However, existing sport br... more One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships between connected brands or the actual behavioral outcomes of branding. This article provides an overview of the current state of sport branding research; proposes an extended conceptualization of sport brand architecture within a sport brand ecosystem framework to guide future examination of sport branding research; introduces the four articles published in this special issue; and presents insights from industry experts from diff erent brand entities within the sport brand ecosystem. Thus, this article provides a foundation to further examine brand relationships and actual behavioral outcomes of sport branding to contribute to our theoretical and managerial knowledge on sport brand architecture within the sport brand ecosystem.

Research paper thumbnail of Understanding online event experience: The importance of communication, engagement and interaction

Journal of Business Research , 2020

Despite the advances in theory about how organisations should manage consumer experience, there i... more Despite the advances in theory about how organisations should manage consumer experience, there is a lack of understanding about how variables such as consumer-to-consumer interaction, content engagement and effective communication affect consumer online experiences, with this being particularly evident in the event industry.
This study examines online event experiences and their effects on consumers’ behavioural intentions towards mega events. Using a sample of 1726 participants from four countries (United States, United Kingdom, Brazil and South Africa), a structural equation model was conducted. Results indicate that online content engagement
and effective communication influence consumers’ online experience and positively affects their behavioural intentions towards the event. Online consumer-to-consumer interaction also showed a positive effect
on consumers’ future behavioural intentions. The findings highlight the need for event organisers to reconsider the rising importance of consumers who are likely to follow the event online and to understand the factors that shape their online experience.

Research paper thumbnail of ORGANISATIONAL ISSUES IN OLYMPIC GAMES: A SYSTEMATIC REVIEW

Event Management, 2020

The purpose of this study is to extend previous research on organisational issues of sport mega-e... more The purpose of this study is to extend previous research on organisational issues of sport mega-events through the development of a framework for the Olympic Games. A three-step approach was taken. Firstly, a systematic literature review was conducted based on journal articles, academic books and official reports published by the International Olympic Committee (IOC) and Olympic Games Organising Committees (OGOC). Secondly, the issues identified within the media regarding the 2016 Olympic Games were analysed. Lastly, semi-structured interviews were conducted with ten stakeholders to further examine the organisational issues of the 2016 Rio Olympic Games. A new extended conceptual framework of organisational issues associated with the Olympic Games is then proposed. Issue categories faced by the organising committee include politics, marketing, media and visibility, financial, planning, negotiation and ethics, operations, infrastructure, human resources, social, environmental and legacy. These 12 dimensions of organisational issues account for a total of 76 specific issues. The paper provides critical information to aid the IOC and OGOCs in understanding organisational issues that may arise in future of Olympic Games.

Research paper thumbnail of The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes

Journal of Sport Management , 2019

This research explored the role of athlete on- and off-field brand image on consumer commitment t... more This research explored the role of athlete on- and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete’s sponsor, and the mediating effect of consumers’ self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete’s on-field image is significantly related to athlete sponsor preference, while the off-field image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.

Research paper thumbnail of Ableism as a regulator of social practice and disabled peoples’ self-determination to participate in sport and physical activity

Leisure Studies, 2019

Building on the theories of ableism, social practice and self- determination, this article propos... more Building on the theories of ableism, social practice and self- determination, this article proposes a framework to aid explaining why disabled people (DP) are less likely to access and participate in sport and physical activity (S&PA). We argue that ableism acts as a regulatory mechanism for each of the elements (habitus, capital and field) and different forms of capital (social, cultural, economic and symbolic) of Bourdieu’s concept of social practice. In addition, we argue that this regulation of social practice also impacts the possibility for DP to self-determine their access to and participation in S&PA due to their perceived competence, autonomy and relatedness. In turn, we also acknowledge that ableism can impact directly upon self-determination and that social practice within the arena of S&PA may reinforce ableist perceptions.

Research paper thumbnail of Understanding athlete brand lifecycle

Sport in Society, 2019

The purpose of this study was to present a framework to aid understanding athlete brand life cycl... more The purpose of this study was to present a framework to aid understanding athlete brand life cycle and how to extend it. A thorough
review of the literature was conducted to create the proposed framework. Five stages were identified including brand introduction, brand growth, brand maturity, brand decline and brand reinvention, as well as athlete capital that may occur for some athletes. This study extends prior research by providing an initial idea on how to develop and manage an athlete brand life cycle throughout his/her career.

Research paper thumbnail of A conceptual framework to understand the creation of athlete brand and its implications

The purpose of this study was to propose a conceptual framework for understanding how to establis... more The purpose of this study was to propose a conceptual framework for understanding how to establish athletes as brands. Based on an extensive literature review, the proposed model includes the antecedents of athlete brand, its measurement dimensions and implications. Five antecedents are included in the model: media, oral communications, impression management, social agents, and teams and sport. The components of athlete brand consist of on-field attributes and off-field attributes. In turn, the combined results of these two components are suggested to have three implications: athlete loyalty, team loyalty and sponsor's purchase intentions. A set of propositions is presented to link the three parts of the model. Implications for building and managing athlete brand and research directions for future studies are discussed.

Research paper thumbnail of International Journal of Sports Marketing and Sponsorship Examining service quality and social impact perceptions of the 2016 Rio de Janeiro Olympic Games Article information

Purpose – The purpose of this paper is to examine the effects of service quality on perceived pos... more Purpose – The purpose of this paper is to examine the effects of service quality on perceived positive and negative social impact of the 2016 Rio de Janeiro Olympic Games.
Design/methodology/approach – A field study was conducted in Rio de Janeiro, and data were collected from residents who attended the Olympic Games through a self-administered questionnaire (n=519). The questionnaire included measures of perceived service quality, positive and negative social impact. A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the relationships between service quality and social impact perceptions.
Findings – The results show good psychometric properties of a multidimensional construct of service quality composed of the technical, functional, aesthetic, access, accommodation and complementary events dimensions. The service quality construct was significantly related to both positive social impact (city image and community pride enhancement, social experiences and public infrastructures) and negative social impact (social conflicts and costs) perceptions.
Originality/value – This study contributes to the literature by examining the role of service quality in sport mega-events and testing on different facets of social impact. The findings highlight that social atmosphere
and new experiences in the Olympic Games are critical when planning these events.

Research paper thumbnail of Conceptualising and measuring fan identity using stakeholder theory

European Sport Management Quarterly, 2018

Research question: Building on identity theory and stakeholder theory, this study explores the co... more Research question: Building on identity theory and stakeholder theory, this study explores the concept of fan identity based on self-perceived levels of power, urgency, internal and external legitimacy, and examines their effects on behavioural intentions.
Research methods: Data were collected from professional football fans (n = 532). A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the effects of fan identity on three behavioural intention measures.
Results and findings: The results indicate acceptable psychometric properties of the multidimensional construct of fan identity composed of power, urgency, internal legitimacy and external legitimacy. Power and internal legitimacy were significantly related to the intentions to attend more games and to purchase merchandise, with internal legitimacy also influencing intentions to recommend games to others.
Implications: This study provides the first exploration of fan identity as a multidimensional construct. The findings provide sport managers with useful insights on how to measure fan identity. This study serves as a catalyst for future research to understand the linkages between professional sport teams and their fans.

Research paper thumbnail of A model bridging team brand experience and sponsorship brand experience

International Journal of Sports Marketing and Sponsorship, 2017

Purpose – Previous research has focused on the antecedents of fan loyalty or the link between fan... more Purpose – Previous research has focused on the antecedents of fan loyalty or the link between fans and the team on sponsorship reactions, but no comprehensive framework has been developed to combine these
perspectives. The purpose of this paper is to present an integrated framework of how team brand experience during the season impacts sponsorship brand experience.
Design/methodology/approach – To create the conceptual model, a comprehensive search of peer-reviewed articles was conducted in electronic databases and journal reference lists. The authors identified constructs from prior research aimed at understanding sponsorship effectiveness. These constructs not only included aspects of the sponsorship brand experience, but also aspects within the team brand
experience that form the link between consumers’ responses derived from team-related stimuli and the responses evoked by sponsor-related stimuli.
Findings – This conceptual framework yields a set of 11 propositions regarding fans’ interactions with both team and sponsorship brands highlighting how to strengthen the bond between fans, teams, and sponsors. It provides a comprehensive understanding of this phenomenon and identifies opportunities to increase fan support and the appeal of professional teams to potential sponsors.
Originality/value – This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans view both the team brand and the sponsor brand. Several suggestions for future studies and strategies to increase the benefits for both teams and sponsors can be drawn from this framework.

Research paper thumbnail of Personal and Social Responsibility Among Athletes: the Role of Self-Determination, Achievement Goals and Engagement

The purpose of this study was to assess the relationship between motivation, engagement and perso... more The purpose of this study was to assess the relationship between motivation, engagement and personal and social responsibility among athletes. Based on the literature, a survey was conducted including measures of motivation, considering task orientation and ego orientation, intrinsic and extrinsic motivation, and amotivation. We also measured the components of engagement (dedication, confidence, vigor and enthusiasm) and the components of personal and social responsibility. A total of 517 athletes from different types of sports participated in the study. The results gathered through a structural equation model revealed that task orientation had the strongest relationship with personal responsibility and social responsibility, followed by engagement. Self-determination levels were not associated with personal and social responsibility. These results suggest that monitoring of task orientation and engagement levels should be performed by coaches as a strategy to develop personal and social responsibility among their athletes. Moreover, findings from this study provide scholars with a tool to aid them in managing athletes' levels of personal and social responsibility.

Research paper thumbnail of Examining fan engagement through social networking sites

International Journal of Sports Marketing and Sponsorship

PurposeThe purpose of this paper is to conceptualise and measure the construct of fan engagement ... more PurposeThe purpose of this paper is to conceptualise and measure the construct of fan engagement through social networking sites (SNS).Design/methodology/approachA multi-stage procedure was completed to validate the proposed fan engagement through SNS model with three first-order constructs (fan-to-fan relationships, team-to-fan relationships and fan co-creation). First, a preliminary analysis of the proposed items to capture fan engagement through SNS was conducted through expert review. Second, an assessment of item reliability and construct validity was completed using confirmatory factor analysis (CFA). Finally, CFA and subsequent structural equation model were conducted to review the psychometric properties and to test the relationships between the proposed construct with online and offline behavioural intentions.FindingsThe results indicate good psychometric properties of the constructs of fan-to-fan relationships, team-to-fan relationships and fan co-creation, and these three...

Research paper thumbnail of Service quality and its effects on consumer outcomes: a meta-analytic review in spectator sport

European Sport Management Quarterly, 2021

Research question: Previous research on service quality in spectator sport has provided mixed res... more Research question: Previous research on service quality in spectator sport has provided mixed results on its measurement and influence on spectators' outcomes. This study synthesises previous empirical research in a meta-analytic framework to provide a comprehensive understanding of service quality measurement, its effects on spectators' perceived value, satisfaction and behavioural intentions, while also exploring culture and sport setting as moderators. Research methods: This meta-analysis is based on a comprehensive search of peer-reviewed articles. It integrates 121 effect sizes based on 139,796 participants from 121 independent studies that were examined through a meta-analytic structural equation model. Results and findings: The results indicated that the dimensions of functional and aesthetic quality had a moderate effect on perceived value and a small effect on both satisfaction and behavioural intentions. Core product quality showed a moderate influence on satisfaction but did not influence neither perceived value nor behavioural intentions. Both perceived value and satisfaction were significantly related to behavioural intentions. Culture and sport setting partially moderated the relationships between service quality and spectator outcomes (perceived value, satisfaction and behavioural intentions towards the teams). Implications: This meta-analysis aggregates a range of attributes derived from previous studies in a comprehensive model and provides a succinct overview of the differential role of service quality dimensions on spectators' perceived value, satisfaction and behavioural intentions. It offers a roadmap for planning service delivery in spectator sport that contributes to recalibrate future directions for research and practice.

Research paper thumbnail of We are in this together: sport brand involvement and fans' well-being

European Sport Management Quarterly, 2021

Research Question: The COVID-19 pandemic has highlighted the need for a transformative perspectiv... more Research Question: The COVID-19 pandemic has highlighted the need for a transformative perspective on the role of sport brands in promoting fans' psychological well-being. Drawing upon attachment theory, the current research explores how individuals' involvement with sport brands may contribute to their psychological well-being in the wake of COVID-19. Research Methods: Data were collected from sport fans (n = 770) in mainland China through an online survey. Machine learningbased model selection algorithms were used to optimize the balance between the predictive power and parsimoniousness of the empirical model. Bayesian structural equation modeling was performed to examine the effects of sport brand involvement (SBI), crisis management performance, and perceived togetherness (PT) on fans' sense of hope and emptiness. Results and Findings: The results indicate that fans' involvement with sport brands was positively associated with fans' psychological wellbeing. SBI mitigated fans' perceived emptiness. This relationship was partially mediated by PT but not by crisis management performance. Furthermore, sport brands' crisis management performance and PT fully mediated the positive relationship between SBI and hope. Implications: This research contributes to theorizing the transformative role of sport brands in enhancing fans' psychological well-being. We offer an alternative view of sport branding literature by moving beyond fans' contributions to business outcomes to explore how sport brands may benefit fans' well-being. Findings highlight the importance of the transformative power of 'we' in unifying sport brands and fans amid the uncertainty of the COVID-19 pandemic.

Research paper thumbnail of Identificação dos interesses e dos problemas organizacionais em eventos desportivos: Estudo do Estoril Open 2012

Revista Intercontinental de Gestão Desportiva, 2012

Research paper thumbnail of Sports ingroup love does not make me like the sponsor’s beverage but gets me buying it

PLOS ONE, 2021

Previous literature has shown that social identity influences consumer decision-making towards br... more Previous literature has shown that social identity influences consumer decision-making towards branded products. However, its influence on ones’ own sensory perception of an ingroup (or outgroup) associated brand’s product (i.e. sponsor) is seldom documented and little understood. Here, we investigate the impact of social identity (i.e. team identification) with a football team on the sensorial experience and willingness to buy a beverage, said to be sponsoring the ingroup or the outgroup team. Ninety subjects participated in one of three sensorial experience conditions (matched identity: ingroup beverage; mismatched identity: outgroup beverage; control: no group preference). Each participant tasted the new sponsoring beverage and answered a questionnaire about their subjective sensorial experience of the beverage. EEG and BVP were synchronously collected throughout. Analyses revealed that team identification does not influence subjective responses and only slightly modulates physiological signals. All participants reported high valence and arousal values while physiological signals consistently translated negative affects across groups, which showed that participants reported to be happy/excited about trying the beverage while their physiological signals showed that they were feeling sad/depressed/angry. Crucially, despite a similar sensorial experience, and similar socially desirable report of the subjective experience, only participants in the matched identity group demonstrate higher willingness to buy, showing that the level of team identification, but not taste or beverage quality, influences willingness to buy the said sponsor’s product.

Research paper thumbnail of A bright spot for a small league: social media performance in a football league without a COVID-19 lockdown

European Sport Management Quarterly, 2021

Research question: Pull effects in attention from smaller leagues towards bigger leagues have bee... more Research question: Pull effects in attention from smaller leagues
towards bigger leagues have been under discussion. Nevertheless, causal empirical evidence on such attention interception is non-existent, and the suspension of sport leagues during the COVID-19 lockdown provides a perfect context for examination. The purpose of this study is to test whether the fan interest towards smaller leagues suffers from the presence of bigger leagues.
Research methods: While COVID-19 suspended top professional football worldwide, the Belarus league remained active. We used daily follower statistics (Facebook, Twitter, Instagram, Youtube) three months before, during, and three months after the lockdown. Since we have these statistics for Belarus clubs as well as for 847 lockdown-affected football clubs (48 first division leagues, Nmax= 142,139), we use a difference-in-differences approach to estimate the effect of the shock caused by the
lockdown.
Results and findings: Results indicate an increase in social media attention (throughout all social media channels) for Belarus clubs after the worldwide lockdown. A decrease was then observed after the revitalization of worldwide professional football leagues. The growth rates slowed down to an almost before COVID-19 level after the restart of other leagues.
Implications: First, keeping a league open during a pandemic boosts consumer/fan attention, which may lead league organizers and club managers to maintain a league open longer than advised by national health authorities. Second, since bigger leagues seem to pull of attention from smaller leagues, they could compensate the smaller leagues (financially or nonfinancial) for the loss of fan interest.

Research paper thumbnail of The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes

Journal of Sport Management

This research explored the role of athlete on-and off-field brand image on consumer commitment to... more This research explored the role of athlete on-and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete's sponsor, and the mediating effect of consumers' self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete's on-field image is significantly related to athlete sponsor preference, while the off-field image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.

Research paper thumbnail of Brand relationships and consumer behavior

Sport Marketing Quarterly, 2020

One of the most valuable assets a sport entity possesses is its brand. However, existing sport br... more One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships between
connected brands or the actual behavioral outcomes of branding. This article provides an overview of the current state of sport branding research; proposes an extended conceptualization of sport brand architecture
within a sport brand ecosystem framework to guide future examination of sport branding research; introduces the four articles published in this special issue; and presents insights from industry experts from different brand entities within the sport brand ecosystem. Thus, this article provides a foundation to further examine brand relationships and actual behavioral outcomes of sport branding to contribute to our theoretical and managerial knowledge on sport brand architecture within the sport brand ecosystem.
Keywords: brand, brand relationship, brand architecture, consumer behavior

Research paper thumbnail of When sponsorship causes anger: understanding negative fan reactions to postings on sports clubs’ online social media channels

European Sport Management Quarterly, 2020

Research question: Fans’ perception that sponsors are a financial need illustrating the increased... more Research question: Fans’ perception that sponsors are a financial need illustrating the increased commercialisation in sports is not always aligned with their view of a club’s culture. This perceived imbalance represents a challenge in the online marketing strategies of sports clubs. When club managers decide on the content of online social media posts/messages related to sponsors, they should be aware of potential fan reactions. Therefore, this study analyses how sponsor-related and other online social media communication of football clubs affect fan reactions.
Research methods: We analyse Facebook postings (N = 4,603) published by German first division football clubs. After classifying postings regarding their content, we regress ‘Reactions’, ‘Shares’, and ‘Angry’ reactions on the content variable and further covariates. Linear regression models, Poisson regression models, and general dominance statistics are used for exploring variance within the data.
Results and Findings: Fans react considerably angrier to sponsor-related posts than to other content except for defeat-related postings. Regarding overall reactions and shares, sponsor-related posts perform worst among different contents. In addition, the content of posts is elementary to negative reactions, but of less importance to overall reaction rates.
Implications: Sports managers and sponsors should be aware of the potential negative shift in reactions when using clubs’ social media channels to share sponsor-related content. We recommend releasing sponsor-related posts as videos on game days to decrease the fraction of negative responses and simultaneously maximise the overall reactions.

Research paper thumbnail of Sport Brands: Brand Relationships and Consumer Behavior

Sport Marketing Quarterly, 2020

One of the most valuable assets a sport entity possesses is its brand. However, existing sport br... more One of the most valuable assets a sport entity possesses is its brand. However, existing sport branding research has largely examined brands at an individual level and not taken into account the relationships between connected brands or the actual behavioral outcomes of branding. This article provides an overview of the current state of sport branding research; proposes an extended conceptualization of sport brand architecture within a sport brand ecosystem framework to guide future examination of sport branding research; introduces the four articles published in this special issue; and presents insights from industry experts from diff erent brand entities within the sport brand ecosystem. Thus, this article provides a foundation to further examine brand relationships and actual behavioral outcomes of sport branding to contribute to our theoretical and managerial knowledge on sport brand architecture within the sport brand ecosystem.

Research paper thumbnail of Understanding online event experience: The importance of communication, engagement and interaction

Journal of Business Research , 2020

Despite the advances in theory about how organisations should manage consumer experience, there i... more Despite the advances in theory about how organisations should manage consumer experience, there is a lack of understanding about how variables such as consumer-to-consumer interaction, content engagement and effective communication affect consumer online experiences, with this being particularly evident in the event industry.
This study examines online event experiences and their effects on consumers’ behavioural intentions towards mega events. Using a sample of 1726 participants from four countries (United States, United Kingdom, Brazil and South Africa), a structural equation model was conducted. Results indicate that online content engagement
and effective communication influence consumers’ online experience and positively affects their behavioural intentions towards the event. Online consumer-to-consumer interaction also showed a positive effect
on consumers’ future behavioural intentions. The findings highlight the need for event organisers to reconsider the rising importance of consumers who are likely to follow the event online and to understand the factors that shape their online experience.

Research paper thumbnail of ORGANISATIONAL ISSUES IN OLYMPIC GAMES: A SYSTEMATIC REVIEW

Event Management, 2020

The purpose of this study is to extend previous research on organisational issues of sport mega-e... more The purpose of this study is to extend previous research on organisational issues of sport mega-events through the development of a framework for the Olympic Games. A three-step approach was taken. Firstly, a systematic literature review was conducted based on journal articles, academic books and official reports published by the International Olympic Committee (IOC) and Olympic Games Organising Committees (OGOC). Secondly, the issues identified within the media regarding the 2016 Olympic Games were analysed. Lastly, semi-structured interviews were conducted with ten stakeholders to further examine the organisational issues of the 2016 Rio Olympic Games. A new extended conceptual framework of organisational issues associated with the Olympic Games is then proposed. Issue categories faced by the organising committee include politics, marketing, media and visibility, financial, planning, negotiation and ethics, operations, infrastructure, human resources, social, environmental and legacy. These 12 dimensions of organisational issues account for a total of 76 specific issues. The paper provides critical information to aid the IOC and OGOCs in understanding organisational issues that may arise in future of Olympic Games.

Research paper thumbnail of The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes

Journal of Sport Management , 2019

This research explored the role of athlete on- and off-field brand image on consumer commitment t... more This research explored the role of athlete on- and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete’s sponsor, and the mediating effect of consumers’ self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete’s on-field image is significantly related to athlete sponsor preference, while the off-field image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.

Research paper thumbnail of Ableism as a regulator of social practice and disabled peoples’ self-determination to participate in sport and physical activity

Leisure Studies, 2019

Building on the theories of ableism, social practice and self- determination, this article propos... more Building on the theories of ableism, social practice and self- determination, this article proposes a framework to aid explaining why disabled people (DP) are less likely to access and participate in sport and physical activity (S&PA). We argue that ableism acts as a regulatory mechanism for each of the elements (habitus, capital and field) and different forms of capital (social, cultural, economic and symbolic) of Bourdieu’s concept of social practice. In addition, we argue that this regulation of social practice also impacts the possibility for DP to self-determine their access to and participation in S&PA due to their perceived competence, autonomy and relatedness. In turn, we also acknowledge that ableism can impact directly upon self-determination and that social practice within the arena of S&PA may reinforce ableist perceptions.

Research paper thumbnail of Understanding athlete brand lifecycle

Sport in Society, 2019

The purpose of this study was to present a framework to aid understanding athlete brand life cycl... more The purpose of this study was to present a framework to aid understanding athlete brand life cycle and how to extend it. A thorough
review of the literature was conducted to create the proposed framework. Five stages were identified including brand introduction, brand growth, brand maturity, brand decline and brand reinvention, as well as athlete capital that may occur for some athletes. This study extends prior research by providing an initial idea on how to develop and manage an athlete brand life cycle throughout his/her career.

Research paper thumbnail of A conceptual framework to understand the creation of athlete brand and its implications

The purpose of this study was to propose a conceptual framework for understanding how to establis... more The purpose of this study was to propose a conceptual framework for understanding how to establish athletes as brands. Based on an extensive literature review, the proposed model includes the antecedents of athlete brand, its measurement dimensions and implications. Five antecedents are included in the model: media, oral communications, impression management, social agents, and teams and sport. The components of athlete brand consist of on-field attributes and off-field attributes. In turn, the combined results of these two components are suggested to have three implications: athlete loyalty, team loyalty and sponsor's purchase intentions. A set of propositions is presented to link the three parts of the model. Implications for building and managing athlete brand and research directions for future studies are discussed.

Research paper thumbnail of International Journal of Sports Marketing and Sponsorship Examining service quality and social impact perceptions of the 2016 Rio de Janeiro Olympic Games Article information

Purpose – The purpose of this paper is to examine the effects of service quality on perceived pos... more Purpose – The purpose of this paper is to examine the effects of service quality on perceived positive and negative social impact of the 2016 Rio de Janeiro Olympic Games.
Design/methodology/approach – A field study was conducted in Rio de Janeiro, and data were collected from residents who attended the Olympic Games through a self-administered questionnaire (n=519). The questionnaire included measures of perceived service quality, positive and negative social impact. A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the relationships between service quality and social impact perceptions.
Findings – The results show good psychometric properties of a multidimensional construct of service quality composed of the technical, functional, aesthetic, access, accommodation and complementary events dimensions. The service quality construct was significantly related to both positive social impact (city image and community pride enhancement, social experiences and public infrastructures) and negative social impact (social conflicts and costs) perceptions.
Originality/value – This study contributes to the literature by examining the role of service quality in sport mega-events and testing on different facets of social impact. The findings highlight that social atmosphere
and new experiences in the Olympic Games are critical when planning these events.

Research paper thumbnail of Conceptualising and measuring fan identity using stakeholder theory

European Sport Management Quarterly, 2018

Research question: Building on identity theory and stakeholder theory, this study explores the co... more Research question: Building on identity theory and stakeholder theory, this study explores the concept of fan identity based on self-perceived levels of power, urgency, internal and external legitimacy, and examines their effects on behavioural intentions.
Research methods: Data were collected from professional football fans (n = 532). A confirmatory factor analysis analysed the psychometric properties of the constructs, and a subsequent structural equation model examined the effects of fan identity on three behavioural intention measures.
Results and findings: The results indicate acceptable psychometric properties of the multidimensional construct of fan identity composed of power, urgency, internal legitimacy and external legitimacy. Power and internal legitimacy were significantly related to the intentions to attend more games and to purchase merchandise, with internal legitimacy also influencing intentions to recommend games to others.
Implications: This study provides the first exploration of fan identity as a multidimensional construct. The findings provide sport managers with useful insights on how to measure fan identity. This study serves as a catalyst for future research to understand the linkages between professional sport teams and their fans.

Research paper thumbnail of A model bridging team brand experience and sponsorship brand experience

International Journal of Sports Marketing and Sponsorship, 2017

Purpose – Previous research has focused on the antecedents of fan loyalty or the link between fan... more Purpose – Previous research has focused on the antecedents of fan loyalty or the link between fans and the team on sponsorship reactions, but no comprehensive framework has been developed to combine these
perspectives. The purpose of this paper is to present an integrated framework of how team brand experience during the season impacts sponsorship brand experience.
Design/methodology/approach – To create the conceptual model, a comprehensive search of peer-reviewed articles was conducted in electronic databases and journal reference lists. The authors identified constructs from prior research aimed at understanding sponsorship effectiveness. These constructs not only included aspects of the sponsorship brand experience, but also aspects within the team brand
experience that form the link between consumers’ responses derived from team-related stimuli and the responses evoked by sponsor-related stimuli.
Findings – This conceptual framework yields a set of 11 propositions regarding fans’ interactions with both team and sponsorship brands highlighting how to strengthen the bond between fans, teams, and sponsors. It provides a comprehensive understanding of this phenomenon and identifies opportunities to increase fan support and the appeal of professional teams to potential sponsors.
Originality/value – This study extends previous research by providing a unique conceptual framework that highlights the importance of understanding how fans view both the team brand and the sponsor brand. Several suggestions for future studies and strategies to increase the benefits for both teams and sponsors can be drawn from this framework.

Research paper thumbnail of Personal and Social Responsibility Among Athletes: the Role of Self-Determination, Achievement Goals and Engagement

The purpose of this study was to assess the relationship between motivation, engagement and perso... more The purpose of this study was to assess the relationship between motivation, engagement and personal and social responsibility among athletes. Based on the literature, a survey was conducted including measures of motivation, considering task orientation and ego orientation, intrinsic and extrinsic motivation, and amotivation. We also measured the components of engagement (dedication, confidence, vigor and enthusiasm) and the components of personal and social responsibility. A total of 517 athletes from different types of sports participated in the study. The results gathered through a structural equation model revealed that task orientation had the strongest relationship with personal responsibility and social responsibility, followed by engagement. Self-determination levels were not associated with personal and social responsibility. These results suggest that monitoring of task orientation and engagement levels should be performed by coaches as a strategy to develop personal and social responsibility among their athletes. Moreover, findings from this study provide scholars with a tool to aid them in managing athletes' levels of personal and social responsibility.