Impact of core product quality on sport fans' emotions and behavioral intentions

Title
Impact of core product quality on sport fans' emotions and behavioral intentions
Author
현성협
Keywords
Consumer behaviour; Behavioural intention; Iran; Emotion; Soccer; Core product quality
Issue Date
2016-04
Publisher
INT MARKETING REPORTS LTD
Citation
INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, v. 17, NO 2, Page. 110-129
Abstract
Purpose - The purpose of this paper is to examine the relationships among the core product quality (team characteristics and player performance), emotion (anxiety, anger, dejection, happiness, and excitement), and the fans behavioral intentions. Design/methodology/approach - Data were gathered on the team characteristics and player performance, emotions of anxiety, anger, dejection, happiness, and excitement using a survey from subjects comprised of 233 spectators attending Iranian Premier League soccer matches. Findings - The results showed that both the core product quality dimensions of the team characteristics and player performance are related significantly to the negative emotion of anxiety and both positive emotions of excitement and happiness. Moreover, the positive emotions of excitement and happiness were positively related to the fan attendance, while the negative emotions of anxiety and dejection were negatively and significantly related to the fans behavioral intentions. The practical implications of the findings are discussed briefly. Originality/value - The paper provides useful information for sports marketing executives, suggesting that they strive for unique organizational advantages and employ them in their marketing messages when their teams are unsuccessful. Such a strategy can allow organizations to maximize the positive emotions of spectators in the face of poor core product quality.
URI
https://www.emeraldinsight.com/doi/full/10.1108/IJSMS-04-2016-010http://hdl.handle.net/20.500.11754/53077
ISSN
1464-6668
DOI
10.1108/IJSMS-04-2016-010
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE