Browsing by Subject "sporting events"

Now showing 1 - 2 of 2
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    Identifying Sociological Motivation of Hispanic/LatinoSport Consumers Attending Sporting Events
    (2010) Lee, Soonhwan; Shin, Hongbum; Shinchi, Takahiro
    While Hispanic/Latino's population and purchasing power has been rapidly growing and they are expected to have the potential to be massive sport customers in the future (McCarthy, 1998; Humphreys, 2006), there are little information reported to identify motivation of Hispanic/Latino sport consumers' attending sporting events. This study was aimed to identify sociological motivation of Hispanic/Latino sport consumers by using modified existing motivation scales (i.e., SFMS by Wann, Brewer, & Royalty, 1999; SAM by Zhang, Pease, Lam, Bellerive, Pham, Williamson, Lee, and Wall, 2001). The findings of this study revealed Hispanic/Latino's demographic characteristics and particular sociological motivations for attending sporting events. This study also indicated several implications focusing on Hispanics/Latinos as potential future sport customers.
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    Predicting Volunteers' Intention to Return: An Examination of Brand Personality, Prestige, and Identification of Sporting Events
    (2014-06) Bang, Hyejin; Lee, Soonhwan; Swart, Kamilla
    The purpose of this study was to examine the relationship among four variables: brand personality traits, prestige of a sporting event, brand identification, and individuals' intention to return to volunteer for future sporting events. Five personality traits were included in the study: sincerity, excitement, competence, sophistication, and ruggedness. A proposed conceptual model was developed and tested with a sample of volunteers at the 2010 FIFA World Cup in South Africa. Two hundred twenty-four individuals participated in a self-administered questionnaire during the event. Results from structural equation model analysis showed that three brand personality dimensions—sincerity, competence, and sophistication—were associated with individuals' prestige of the sporting event. Furthermore, event prestige positively influenced brand identification, which had a positive impact on volunteers' intention to return for volunteering.