Sports Marketing Quarterly

Issue 31:4 – December, 2022

Articles in this Issue

New Day, New Game: Examining Consumer Needs in Daily Fantasy Sports

Jackson Sears, Philip Kang, Yong Jae Ko and Joon Sung Lee

The aim of the current research was to identify consumer needs that significantly influenced daily fantasy sports (DFS) consumption. Specifically, we sought to predict DFS participation intention and information search. Existence, relatedness, and growth (ERG) theory and self-determination theory (SDT) served as theoretical inspirations for need selection. Th e needs included were needs for autonomy, arousal, uniqueness, status, achievement, competence, and relatedness. The results of the current study indicate that autonomy and achievement needs are important for DFS consumers. Additionally, highly involved DFS participants are more likely to be driven by needs competence, while low involvement players showed relatively higher level of needs for arousal and uniqueness drove their DFS participation intention. These results from our model can be used by industry professionals in the DFS space to better understand the consumer needs and develop effective market strategies within daily fantasy sports.


Letting the Dogs Out: The Impact of Team Service Dogs on Brand Image, Perceived Altruism, and Behavioral Intention

Brandon Mastromartino, Henry Wear, Michael L. Naraine and Katherine R. N. Reifurth

A recent cause-related marketing (CRM) trend for sport organizations has been to adopt a service dog that they will train and showcase through social media and at team events. This phenomenon is unique as these teams are utilizing the dog as a brand association but through a charitable lens in that they are providing resources to train the dog and giving exposure to a good cause. This study examines the consumer behavior implications, specifically brand image, perceived altruism, and purchase intentions, of sport organizations adopting service dogs. Through an experimental design, this study introduces an emerging factor in sport CRM and suggests the level of the consumer’s awareness of the CRM initiative impacts consumer’s image of the brand, perceived altruism, and purchase intentions. This article furthers our conceptual understanding of CRM and provides practical implications for sport organizations looking to adopt this strategy.


Effect of Consumer Experience Quality on Participant Engagement in Japanese Running Events

Shiro Yamaguchi and Masayuki Yoshida

This study examines the influences of core product quality, service quality, social network quality, and event satisfaction on participant engagement using the conceptual framework of consumer experience quality and customer engagement theory in sport. The study surveyed 452 runners aft er they finished the Ako City Marathon. We divided the core product quality into event characteristics and physical changes and service quality into event staff and service environments. Participant engagement included prosocial behavior, management cooperation, and behavioral loyalty. The results revealed that event characteristics in core product quality and service environment in service quality positively influenced event satisfaction. Additionally, social network quality positively influenced prosocial behavior, management cooperation, and behavioral loyalty. Finally, event characteristics and service environments had a significant indirect effect on behavioral loyalty through event satisfaction.


Toward a Better Understanding of Fantasy Football and Dehumanization of Athletes: Is Fantasy Sport Gambling to Blame?

Benjamin Larkin

A growing amount of attention has been paid to the topic of dehumanization of professional athletes. Fantasy sport has been explored as a driver of this phenomenon, but empirical evidence has yet to be provided. This research explores the role of gambling—that is, whether fantasy participants were more driven by money or entertainment/escape—in this phenomenon. Results of SEM analysis indicated that fantasy football participation motivated by gambling was positively associated with dehumanization, while participation for the purpose of entertainment/escape was negatively related. Th is suggests it is not fantasy sport in itself that is a predictor of dehumanization but rather participation motivated by gambling. In addition to extending the literature on dehumanization amongst fantasy participants, the research provides guidance for fantasy sport service providers’ game terminology while also informing the potential role of fantasy sport in proliferating the inability for sport fans to understand mental health struggles amongst athletes.


Assessment of the Service Quality Measurement Model for Youth Football Academies

Yuchen Shi, Do Young Pyun and Argyro Elisavet Manoli

While football in China is experiencing great enthusiasm from the broad masses due to the unprecedented promotion from the government, to encourage more youth participations in this sport has become an essential for Chinese football revitalization. Under this circumstance, the youth football training industry has been highly capitalized as both foreign and domestic youth football academies have sprung up. Guided by service quality literature, it can be argued that understanding what aspects influence player’s perceived service quality evaluation are necessary to be competitive to gain and sustain youth players for youth football academies in the long-term. Presented herein is a multi-dimensional and hierarchical service quality conceptualization, including four primary dimensions: physical aspects, program, personnel, and personal development. A total of nine sub-dimensions were designed to support these four higher-order dimensions. Data were collected from youth players (n=543) at two youth football academies located in two cities in south-eastern China. In phase one of the study, an exploratory factor analysis was conducted to specify and confirm the factor structure of the proposed measurement scale. Phase two implemented the confirmatory factor analysis to further validate the revised model based on EFA results. Th e results provide support for internal reliability, convergent validity, and discriminant validity, with 46 items retained and two sub-dimensions (i.e., employee expertise and employee attitude) merged and relabeled as employee trustworthiness. This study made an initiative attempt to provide both theoretical and practical insights in terms of perceived service quality assessment in the context of youth football academies.


A Study of Satellite Fans’ Existing Team Identification and Attitudes Toward a New, Local Franchise: A Case Study of UK-Based National Football League Fans

Daniel Monaghan and Daniel Read

Sports teams have become global brands developing strongly identified ‘satellite’ fans who are distant from the team’s local market. There is a paucity of studies examining how satellite fans preemptively perceive the idea of a franchise being established in their local market. Using quantitative and qualitative survey data, the current study examines 597 UK-based, American National Football League fans’ team identification with current franchises and their attitudes toward a hypothetical new London-based franchise. The results of multiple linear regression, chi-square analysis, and thematic analysis indicate (1) team identification strength is significantly predicted by domain identification, years of fandom, vicarious achievement, London game attendance, and team playing style and (2) there is low likelihood that fans would want or support a local franchise. However, identification with London may encourage team-switching and certain fan segments contravened team identification theory expectations. Implications of the findings for marketers strategizing international growth are discussed.