Creating value through membership and participation in sport fan consumption communities

Hedlund, David P.

doi:10.1080/16184742.2013.865775

Cited by 89 publications

(98 citation statements)

References 49 publications

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“…Following Hedlund () and Muniz and O'Guinn (), the model draws on the description and analysis of the variables participation, identification (sense of belonging), control, and trust within a VBC where a group of users socially interact, and the impact these variables can cause on the brand itself. In this case study, the results show the benefits derived from participation, integration, and commitment with the VBC in the form of co‐production (Ind & Coates, ), trust (Flavián & Guinalíu, ; Lu, Zhao, & Wang, ), and brand loyalty (Laroche et al., ; Zhou et al., ).…”

Section: Discussionmentioning

confidence: 99%

“…The personal level of identification with the brand clearly affects the level of identification with the community revolving around the brand (Algesheimer et al., ). The sense of belonging to a greater community and the level of identification within the group are among the key factors regarding building and developing brand communities of sports fans (Hedlund, ). Brands link consumers to communities and are the main factor affecting the identification of consumers with both the communities and the sponsors behind them (Zhou, Zhang, Su, & Zhou, ).…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

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Influence of the Virtual Brand Community in Sports Sponsorship

Santos

Moreno

Rejón‐Guardia

et al. 2016

Psychology and Marketing

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This study explores how the virtual brand community (VBC) of soccer‐team supporters influences the brand's attitude toward sponsorship according to the theory of image transfer. The study provides a comparative analysis using both structural equation modeling (SEM) and qualitative comparative analysis (QCA). A total of 609 supporters of a professional, first‐division Spanish soccer team provide the data. The results from SEM support the importance of control, attitude toward the team, and identification variables. However, SEM cannot assure the usefulness of variables such as trust and opportunism when evaluating the resulting attitude toward the sponsor. The results from the fuzzy‐set QCA on the same data set show that not all variables are necessary conditions in order to influence sponsorship. The most relevant variables to obtain valid and useful results are control, attitude toward the team, and trust. The combination of attitude toward the team, identification, and trust is also valid. Attitude toward the team and trust variables are present in the two combinations of variables leading to a positive, favorable attitude toward the sponsor, thus reflecting their importance in marketing experts’ assessment of image transmission in professional teams.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Influence of the Virtual Brand Community in Sports Sponsorship

Santos

Moreno

Rejón‐Guardia

et al. 2016

Psychology and Marketing

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“…A presença de FP7 no ambiente de academia de ginástica foi detectada, pois o por meio da prestação de serviço adequado e esperado pelas clientes, o valor é criado pelos stakeholders e entre stakeholders, é o que diz também os estudos de Hedlund (2014), afirmando que é possível a ocorrência da cocriação de valor entre os interessados envolvidos que estão mais próximos, como por exemplo, entre jogadores, entre torcedores nos ambientes onde costumam se sociabilizar. O fator FP8 é oferecido pela academia por meio de aulas experimentais a fim de proporcionar experiência positiva por meio do uso do serviço, mas foi percebido que por parte das alunas, não necessariamente precisam utilizar o serviço para terem uma boa impressão e despertar o desejo de utilização dos serviços oferecidos pela organização.…”

Section: Análise Dos Resultadosunclassified

Dinâmica Da Cocriação De Valor Na Prestação De Serviços Em Academias De Ginástica

Tavares¹,

Costa²

2016

Revista Brasileira de Gestão e Inovação

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ResumoA diversidade de produtos e serviços disponíveis no mercado dos mais variados setores tem feito com que as organizações busquem e desenvolvam novas estratégias para seus negócios, para tanto, esta pesquisa consiste no estudo realizado em uma academia de ginástica como parte da indústria esportiva que oferece serviços. O objetivo foi verificar como a dinâmica da cocriação de valor se faz presente e pode contribuir para a gestão como estratégia de negócios. Baseando-se no SVF (Sport Value Fremework para coletar os dados, foram utilizadas três fontes de evidências: roteiro semi-estruturado, análise de documentos e observação participante. Como resultado, percebeu-se que a cocriação de valor implica no relacionamento da organização com o cliente para que haja uma interação eficiente, e concluiu-se que no contexto estudado ocorreu cocriação de valor no nível da natureza de troca parcialmente e nos níveis intra e micro integralmente. Palavras-chave: Cocriação de valor, serviços esportivos, academia de ginástica, relacionamento. AbstractThe diversity of products and services available in the various sectors market has caused organizations to seek and develop new strategies for their businesses, therefore, this research is the study carried out in a health club as part of the sports industry offering services. The objective was to see how the dynamics of value cocreation is present and may contribute to management and business strategy. To collect the data, three sources of evidence were used: Based on the SVF model (Sport Value Framework) developed a semi-structured questionnaire to interview with the manager, documents and participant observation. As a result, it was noticed that the amount of cocreation implies the organization's relationship with the client for the purpose of efficient interaction and concluded that in this context value was cocreated in exchange for nature level partially and intra levels and micro full. Página | 133 O Modelo Sport Value Framework (SVF) foi escolhido para esta pesquisa em função de ser o único modelo que trata a cocriação de valor em ambientes esportivos e por ser fácil compreensível e de fácil explicação para o entrevistado. Contextualização do objeto de estudo -academias de ginásticaDe acordo com Lollo (2004, p.1), academias de ginástica "[...] são instalações que têm programas que pretendem promover e manter um estado de bem-estar físico para ótimo

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“…Research has shown that identifying with a club or sports entity has numerous positive effects such as an increase in attendance [105] and spending [106], positive word of mouth [99], reduced levels of price sensitivity [107], increasing longevity in the fan's relationship with and lifetime value to the organisation [108], a decrease in switching behaviour and increased loyalty [102] [109], and fostering resistance to negative press [110]. It can be argued that identified fans are the most profitable customers a sports entity can have and, indeed, should pursue.…”

Section: Congruence and Identification In Value Creationmentioning

confidence: 99%

“…The previous sports management and marketing literature has found congruence and identification essential and indispensable attributes in the value creation process and they are essential not only regarding individual fans [97] [98], but also for all parties in the equation, including the sports organisation/club [51], fan communities [99], sports event sponsors [100], and sponsors in general [101] [102]. Analysing the research of congruence and identification, two main theories can be uncovered which have been applied as a theoretical framework: the social identity theory [97] [99] and the congruity theory [51] [100].…”

Section: Congruence and Identification In Value Creationmentioning

confidence: 99%

How Does Value Creation Manifest Itself in the Nexus of Sport and Business? A Systematic Literature Review

Jalonen¹,

Tuominen²,

Ryömä³

et al. 2018

OJBM

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Sport is a widely used as a vehicle for promoting business. Global brands invest tens of millions of euros in high performance athletes, top teams, and popular sporting events. Studies have also shown the potentiality of sport in the business context. However, relatively few studies have focused on the interaction of business and sport from a value-creation perspective. Knowledge focusing on value creation within and through sport is scattered throughout literature and a systematic understanding of how value creation manifests itself in a business context is lacking. Using a systematic literature review and inductive analysis of 44 empirical studies, the article presents six identified topics that represent the various angles to value creation in the nexus between sport and business. The topics are 1) the many shades of value, 2) brands and sponsorship as value-creators, 3) the value of CSR in and through sport, 4) sport as a network and platform, 5) sport for developing organisations internally, and 6) value congruence and identification. The article contributes to both business management and sports management. The article proposes theoretical and managerial implications and identifies avenues for further research.

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Creating value through membership and participation in sport fan consumption communities

Cited by 89 publications

References 49 publications

Influence of the Virtual Brand Community in Sports Sponsorship

Influence of the Virtual Brand Community in Sports Sponsorship

Dinâmica Da Cocriação De Valor Na Prestação De Serviços Em Academias De Ginástica

How Does Value Creation Manifest Itself in the Nexus of Sport and Business? A Systematic Literature Review

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