This article examines the effectiveness of sport sponsorship at the 2014 F1 Singapore Grand Prix, particularly by testing recall and recognition of brands on cars, driver's clothing and venue. Data... Show More

This article examines the effectiveness of sport sponsorship at the 2014 F1 Singapore Grand Prix, particularly by testing recall and recognition of brands on cars, driver's clothing and venue. Data was gathered from 120 undergraduate students who were asked to watch a 30-second video first and complete the questionnaires. The multivariate analysis of variance revealed that cars and driver's clothing were found to be more effective locations for brand awareness. There was significant differences in both recall (ΔM = 1.28, p < .05 and ΔM = 0.80, p < .05, respectively) and recognition (ΔM = 2.15, p < .05 and ΔM = 1.47, p < .05, respectively). These findings help present or potential sponsors review the benefits and costs associated with this channel of sponsorship and maximise their sponsorship investments on F1 teams or the Singapore Grand Prix in the future.

In recent years, comprehensive community sports clubs have offering several kinds of sports classes for children. However, there are no clear criteria about the prices charged for these classes. At... Show More

In recent years, comprehensive community sports clubs have offering several kinds of sports classes for children. However, there are no clear criteria about the prices charged for these classes. At the same time, to meet members' satisfaction levels, it is very important for managers of comprehensive community sports clubs to understand the fair value of the classes. The purpose of this article is to clarify parents' internal reference price of the monthly fee for their children's sports activities through price sensitivity measurement. As a part of the research, a survey of parents whose children participate in sports classes at the comprehensive community sports clubs was conducted. Over a period of two weeks, 327 questionnaires were distributed and 219 were collected. The results revealed that the range of acceptable price is between 3,372 yen and 5,212 yen, and that a price range between 3,372 yen and 4,672 yen is considered affordable.

Though global, it is known that female participation in football lags behind their male counterparts. Football marketers have highlighted this laggardness as a source of growth for the clubs.... Show More

Though global, it is known that female participation in football lags behind their male counterparts. Football marketers have highlighted this laggardness as a source of growth for the clubs. However, when it comes to female fans' perspectives towards marketing practices, little is understood. Therefore, this exploratory article has been conducted to analyse the differences in fans' perceptions and attitudes towards both traditional and social media marketing. The article shows that Singaporean female fans can be separated into ‘hot' (avid) and ‘cool' (casual) fans. These two groups exhibit both similarities and differences in perceptions and attitudes towards different parts of traditional and social media marketing. The findings reveal that social media is the preferred channel of football consumption even if its potential has not been tapped fully. For now, it is best to construe social media marketing as a platform which enhances traditional marketing.

In this article, a performance evaluation of the Chinese Professional Baseball League (CPBL) was conducted from a human resources (HR) perspective. Two important aspects were included: (1) a... Show More

In this article, a performance evaluation of the Chinese Professional Baseball League (CPBL) was conducted from a human resources (HR) perspective. Two important aspects were included: (1) a comprehensive evaluation of the competition performance of the professional baseball teams in international games and regular season games; and (2) the data envelopment analysis (DEA) and “two-stage” methodologies, which were employed to process truncated data to resolve the factors that affect the efficiency of the decision-making unit (DMU). By applying DEA and truncated regression analysis with bootstrapping, the performances of CPBL teams in games of different intensities were investigated. The number of foreign coaches and native players both were the key factors to affect the competitive efficiency of CPBL teams, and the Uni President 7-ELEVEN Lions had the best performance efficiency team. This interdisciplinary investigation provided the most appropriate references and recommendations for professional baseball teams on HR management so that baseball fans' expectations are met.

The purpose of this article was to apply the modified technology acceptance model (TAM) to examine factors influencing consumers' intention and actual behavior in using sports brand apps.... Show More

The purpose of this article was to apply the modified technology acceptance model (TAM) to examine factors influencing consumers' intention and actual behavior in using sports brand apps. Convenience sampling was conducted for Korean consumers (N = 261) of sports brand apps. Data were analyzed by partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.0. The results found that the level of enjoyment had a significantly positive effect on the perceived ease of use, while perceived ease of use also positively affected perceived usefulness. Behavioral intention to use sports brand apps was most significantly influenced by perceived enjoyment, followed by perceived usefulness, and then perceived ease of use. Moreover, behavioral intention positively affected actual behavior. In addition, a multi-group analysis carried out found differences between three age groups (20s, 30s, and 40+) regarding the use of sports brand apps. The findings provide a better understanding of consumer behavior when using sports brand apps.