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期刊简介
《Journal Of Sport Management》（ISSN：0888-4773）为北美体育管理协会（NASSM）会刊，创刊于1987年，至今已有三十余年的办刊史，是目前全球体育管理研究三大专业期刊之一，由人体运动出版社（Human Kinetics）出版发行。创刊主编为戈登·奥拉夫森（Gordon Olafson）和珍妮特·帕克斯（Janet Parks），现任主编为美国佛罗里达州立大学的杰夫·詹姆斯（Jeff James）。
JSM旨在发表创新的实证、理论和评论文章，关注体育组织的治理、管理和营销。鼓励从上述一系列领域提交研究成果，这些领域为各种形式的体育运动和体育组织的管理、营销和消费提供理论上的贡献。
1.保持真实还是缩小差距？美国运动队在德国和中国的品牌定位
Keeping It Real or Bridging the Gap? Brand Positioning of U.S. Sport Teams in Germany and China
DOI: https://doi.org/10.1123/jsm.2020-0426
专业团队运动品牌正日益努力征服海外市场。然而，人们对国际市场上有前途的品牌定位战略知之甚少。在美国团队运动品牌努力吸引两个不同目标市场（即德国和中国）的球迷的背景下，本研究使用了三个实验性的在线研究来测试两种外国品牌定位策略（纯外国与本地整合的外国）对球迷对策略的态度和品牌互动意向的相对影响。研究结果表明，粉丝的反应取决于目标市场。德国粉丝对纯外国品牌定位的反应更有利，而中国粉丝则更喜欢美国品牌的本土化适应中国的习俗。这些不同的效果可以用不同的基本机制来解释：纯粹的外国品牌定位增加了德国粉丝对真实性的感知，而本土化的外国品牌定位则增加了中国粉丝对顾客导向的感知和自豪感。
Professional team sport brands are increasingly striving to conquer markets abroad. However, little is known about promising brand positioning strategies in international markets. In the context of U.S. team sport brands’ efforts to attract satellite fans in two different target markets (i.e., Germany and China), this research uses three experimental online studies to test the relative effects of two foreign brand positioning strategies (purely foreign vs. locally integrated foreign) on satellite fans’ attitudes toward the strategy and brand interaction intentions. Findings suggest that fans’ responses depend on the target market. While German fans respond more favorably to purely foreign brand positioning, Chinese fans prefer local adaptations of the U.S. brands to Chinese customs. These diverse effects can be explained by different underlying mechanisms: purely foreign brand positioning increases perceptions of authenticity among German fans, while locally integrated foreign brand positioning increases perceived customer orientation and pride among Chinese fans.
2. 举办大型体育赛事有什么好处？来自中国工业企业的证据
What Are the Benefits of Hosting a Sporting Mega Event? Evidence From Industrial Firms in China
DOI: https://doi.org/10.1123/jsm.2020-0270
人们认识到举办大型体育赛事的经济效益被高估了，而且/或者是短暂的。然而，许多研究忽略了工业部门的影响，而倾向于关注服务部门的活动。还有人声称，举办体育盛事会将国家的资源输送到一个特定的地区，而牺牲了其他地区。因此，本文实证研究了北京的工业企业是否(a)在2008年奥运会前增加了他们的投资资本，以及(b)在奥运会后相对于中国非主办城市的类似企业来说变得更加有利可图。作者使用差额估计策略，发现奥运会对北京企业的投资资本或盈利能力没有产生不成比例的影响。
It is acknowledged that the economic benefits of hosting a sporting mega event are overestimated and/or short lived. However, many studies neglect the impact of the industrial sector, preferring to focus on service sector activity. It is further claimed that hosting a sporting mega event funnels a nation’s resources into one specific region at the expense of others. Therefore, this article empirically investigates whether industrial firms in Beijing disproportionately (a) increased their invested capital ahead of the 2008 Olympic Games and (b) became more profitable after the Games relative to similar firms from comparable Chinese nonhost cities. Using a difference-in-difference estimation strategy, the authors find no disproportionate impact of the Olympic Games on Beijing firms’ invested capital or profitability.
3. 注意力经济和电子竞技：Twitch 收视率的计量经济学分析
The Attention Economy and Esports: An Econometric Analysis of Twitch Viewership
DOI: https://doi.org/10.1123/jsm.2020-0383
随着电竞产业的发展，越来越多的文献研究了消费者和参与者的动机和行为。目前的研究通过考虑电竞消费的经济框架来推进这一研究方向，而这一框架在这一背景下还没有得到充分利用。具体来说，"注意力经济 "作为一种理论方法被引入，它的运作原理是，由于连接性和信息可用性的增加，消费者的注意力成为一种稀缺资源，组织必须为之竞争。利用Twitch流媒体平台的数据，计量经济学分析的结果进一步强调了结构性因素在吸引在线观众注意力方面的重要性。因此，这项研究推进了对在线观众行为的理论和经验理解，同时也为试图在数字领域吸引用户注意力的电竞和传统体育组织提供了重要启示。
With the expansion of the esports industry, there is a growing body of literature examining the motivations and behaviors of consumers and participants. The current study advances this line of research by considering esports consumption through an economic framework, which has been underutilized in this context. Specifically, the “attention economy” is introduced as a theoretical approach—which operates with the understanding that due to increased connectivity and availability of information, it is the attention of consumers that becomes a scarce resource for which organizations must compete. Using data from the Twitch streaming platform, the results of econometric analysis further highlight the importance of structural factors in drawing attention from online viewers. As such, this research advances the theoretical and empirical understanding of online viewership behaviors, while also providing important ramifications for both esports and traditional sport organizations attempting to capture the attention of users in the digital realm.
4. 体育赞助公告及营销能力
Charity Sport Event Sponsorship as Value Creation Strategy: An Event Participant Perspective
DOI: https://doi.org/10.1123/jsm.2020-0294
仅在北美，体育赞助几乎是一项200亿美元的业务。然而，尽管学术界和企业对这种高额的财务赌注有很大兴趣，但文献在几个关键方面却含糊不清。虽然有些论文报告说体育赞助提高了股东价值，但其他论文却对此提出异议。此外，这种价值的营销决定因素也不清楚，特别是公司的营销能力的作用。为了解决这些问题，作者首先建立了一个加拿大和美国公司19年来的体育赞助公告的数据库，并辅以股票市场和公司层面的财务和营销数据。然后，作者进行了一项事件研究，发现投资者对体育赞助公告的反应平均来说是积极的。作者发现，投资者不仅对具有较高营销能力的公司给予信任，放大了他们的积极反应，而且他们似乎还利用公司的营销能力来抵消这些公告产生的价值的潜在障碍。具体来说，对于投资者来说，企业的营销能力可以弥补财务风险的抑制作用。我们的结果对样本选择偏差、内生性和异常值的考虑是稳健的。
Sports sponsorships are almost a $20 billion business in North America alone. Yet, despite the significant academic and corporate interest in such high financial stakes, the literature is equivocal on several key aspects. While some papers report that sports sponsorships enhance shareholder value, others dispute this. Furthermore, the marketing determinants of this value are unclear, particularly the role of firms’ marketing capabilities. To address these, the authors first created a database of sports sponsorship announcements over 19 years by Canadian and U.S. firms, complementing it with the stock market and firm-level financial and marketing data. The authors then conducted an event study and found that investor response to sports sponsorship announcements is, on average, positive. The authors found that investors not only credit firms with higher marketing capabilities, amplifying their positive reaction, but that they also seem to use firms’ marketing capabilities to offset the potential barriers to the value generated from these announcements. Specifically, for investors, the firms’ marketing capabilities can compensate for the dampening effect of financial risk. Our results are robust to considerations of sample selection bias, endogeneity, and outliers.
5. 体育赞助的二分法：赞助商之间竞争的性质重要吗？
A Dichotomy of Sport Sponsorships: Does the Nature of Competition Among Sponsors Matter?
DOI: https://doi.org/10.1123/jsm.2020-0203
在本文中，作者认为，体育赞助对赞助商的公司价值影响可能取决于不同类型赞助竞标过程中的竞争环境。更具体地说，作者认为职业足球装备赞助的竞标环境代表了一种共同价值拍卖的形式，而球队球衣上的企业标志赞助的竞标环境则不然。由于共同价值拍卖容易出现赢家的诅咒，公司价值对球衣赞助公告的影响应该与球衣赞助公告不同。研究结果表明，股东确实对装备和球衣赞助所产生的价值有不同的看法，从而导致他们对赞助商公司价值的影响出现了预期的区别。这项研究揭示了先前文献中关于体育赞助的公司价值影响的矛盾结果，并为未来研究提供了丰富的领域。
In this paper, the authors argue that the firm value implications of sport sponsorships for sponsors may depend on the competitive environment during the bidding process for different types of sponsorships. More specifically, the authors contend that the bidding environment for professional football (soccer) kit sponsorships represents a form of common value auction, while the bidding environment for corporate logo sponsorships on teams’ shirts does not. As common value auctions are prone to winner’s curse, the firm value implications should be different for kit sponsorship announcements than for shirt sponsorship announcements. Our results suggest that shareholders indeed perceive the value derived from kit and shirt sponsorships differently, resulting in the predicted distinction in their impact on sponsors’ firm value. This study sheds light on conflicting results on firm value implications of sport sponsorships in the prior literature and provides rich areas for future research. |
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发表于 2023-4-10 09:26:28