Marketing Analysis in Sport Business Global Perspectives

This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how rigorous analytical procedures are the key to developing effective, evidence-based marketing practices that reflect real consumer needs. Presenting cutting-edge case studies of sport marketing analytics in action, the book explores topics such as digital communications, social media, digital ticketing, event marketing, the economic impact of COVID-19, developing sport brands, and conducting research with athletes and event participants. Written by a team of authors from 15 countries, including Australia, China, France, Iran, Italy, Japan, Mexico, New Zealand, Serbia, South Korea, Spain, Taiwan, the United Kingdom, the United States, and Venezuela, the book offers insight from a variety of cultural contexts and new perspectives on the global sport industry. Marketing Analysis in Sport Business is illuminating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or international business.

Lists of Figures Lists of Tables List of Contributors 1. Sport Marketing Analyses: An Introduction Kevin K. Byon, Brian H. Yim, Hyunseok Song,and James J. Zhang 2. Application of Structural Equation Model in Sport Marketing Analyses Kevin K. Byon, Brian H. Yim, Junying An, and James J. Zhang 3. Disruptive Technologies on Sport Event Marketing: New Centrality of Digital Communication Patrizia Zagnoli and Elena Radicchi 4. Challenges in Sport Marketing: A Systematic Review of Sport Digital Marketing Salvador Angosto, Alejandro Lara-Bocanegra, M. Rocío Bohórquez, Jerónimo García-Fernández, and James J. Zhang 5. Digital Ticketing Utilization in High School Athletics: The Role of Spectator Demographics Armin A. Marquez and Beth A. Cianfrone 6. Social Media and Stakeholder Relationships: Analysing an Online Communication Network in the Sport Industry Juha Yoon, Wonseok (Eric) Jang, and Paul M. Pedersen 7. Influence of Micro-Celebrities on the Formulation of Social Media Marketing Strategies Benjamin Mole, Paul Cook, and Ruth M. Crabtree 8. Examining Facebook Marketing Practice: The Case of New Zealand Provincial Rugby Jason Cole, Andrew J. Martin, and Ashleigh-Jane Thompson 9. Analyzing Sport Fan Facebook Pages: Influences of Post Characteristics and Brand Attributes on Fan Engagement Shang-Chun Ma, Ching-Hung Chang, Shang-Ming Ma, Wan-Chen Chen, and James J. Zhang 10. Marketing Obstacles Facing Obstacle Racing Jason Reese 11. Congruity Perceptions in Endurance Event Participation Consumers Jason A. Rice, Marion E. Hambrick, and T. Christopher Greenwell 12. Service Provider Selection with the Analytic Hierarchy Process: An Approach to Sport Facility Enterprization in China Yunxia Ding and Yelena Y. Wang 13. COVID-19 and Economic Impacts of Major Sport Events Lidija Petrovic, Miaad Ghasemzadeh, and Christopher Hautbois 14. Brand Attributes Scale for Professional Sport Teams: Measuring Strength, Favorability, and Uniqueness of Team Attribute Yukako Wadaand Hirotaka Matsuoka 15. Analyzing Athletes’ Satisfaction toward the Organization of a Sport Event: Development of a Questionnaire Rosa Medina Rodríguez, Oswaldo Ceballos Gurrola, Mireya Medina Villanueva, Marina Reyes RoblesMaría Grethel Ramírez Siqueiros, andRosaLópez de D'Amico Index

Kevin K. Byon is a Professor and the Doctoral Program Coordinator of the Sport Management Program in the Department of Kinesiology at Indiana University Bloomington (IUB), Bloomington, IN, USA. His primary research interest involves exploring psychological and environmental variables affecting sport consumer behaviors in an effort to advance theories and practices of sport marketing and sport tourism. To date, Dr. Byon has authored or co-authored 120 research manuscripts and has served as an editorial board member of seven scholarly journals including the International Journal of Sports Marketing, Sponsorship and Sport Marketing Quarterly. Dr. Byon was also the sport management section editor of the Measurement in Physical Education and Exercise Science journal from 2010 to 2016. Brian H. Yim is an Associate Professor of Sport Administration in the School of Foundations, Leadership and Administration at Kent State University, Kent, OH, USA. His overarching research interest lies in customer relationship marketing with a particular focus on sport fan emotions in various contexts such as professional sport, global sport, fantasy sport, and esports. To date, he has authored or co-authored about 30 articles published in journals including European Sport Management Quarterly and the International Journal of Sports Marketing and Sponsorship. Dr. Yim is the Editor-in-Chief of the Asia Pacific Journal of Applied Sport Sciences and serves as an editorial board member of the International Journal of Sports Marketing and Sponsorship. James J. Zhang is a Professor of Sport Management at the University of Georgia, Athens, GA, USA. His primary research interests are applied measurement and/or applied studies examining sport consumer and organizational behaviors. He has previously been Editor of the International Journal of Sport Marketing and Sponsorship, Sport Management Section Editor of the Measurement in Physical Education and Exercise Science journal, and President of North American Society for Sport Management (NASSM).