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John J. Miller

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Jeffrey A. Graham and Marlene A. Dixon

Work–family balance in sport has until this point largely been characterized as an issue for women. Current societal trends, however, suggest that men also struggle with balancing work and family responsibilities. Using theoretical frameworks from both conflict and enrichment, this study examined the ways that fathers who are coaches experience and manage the work–life interface. Twenty-four men who are fathers and high school varsity head coaches were interviewed for this study. The respondents discussed the day-to-day challenges and coping strategies they utilized to manage their work–life interface. Ultimately, five themes emerged from the data, including (a) coaching as more than an occupation, (b) experiences of conflict and strain, (c) coping strategies, (d) nonutilization of organizational supports, and (e) experiences of enrichment. These findings suggest that, indeed, men struggle with balancing competing role demands. However, the findings also suggest that men are utilizing diverse and creative approaches for managing their fathering and coaching roles, resulting in meaningful experiences of enrichment stemming from both coaching and fathering.

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Jun Woo Kim, Marshall Magnusen and Hyun-Woo Lee

Investigating the existence of mixed emotions within a sport consumer behavior context is the purpose of this study. Two experimental studies with a 4 (game outcome) × 2 (response format) mixed model analysis of covariance were implemented. The authors tested concurrence of two opposite emotions in Study 1 by asking subjects to complete an online continuous measure of happiness/sadness. Subjects reported more mixed emotions while watching a conflicting game outcome, such as a disappointing win and relieving loss, than during a straight game outcome. In Study 2, real-time-based measures of sport consumer emotions appear to have greater validity than recall-based measures of sport consumer emotions. Subjects with real-time-based measures were less likely to report a straight loss as positive and a straight win as negative than those with the retrospective measure. This study provides evidence of mixed emotions; specifically, happiness and sadness can co-occur during sports consumption.

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Thilo Kunkel, Daniel C. Funk and Daniel Lock

Understanding the role of the league brand on consumers’ support for individual teams is important for the successful management and marketing of both leagues and teams. In the current research, brand architecture and brand association literature are integrated to examine the role of the league brand on the relationship between the team brand and team-related behavior. Data from an online survey of professional soccer league consumers (N = 414) were analyzed using structural equation modeling with bootstrapping procedures. The relationship between the team brand and team-related behavior was partially mediated by the league brand. Findings of this research contribute new knowledge by empirically demonstrating that characteristics of the league brand have an influence on team-related behavioral intentions. Furthermore, we contribute a different analytical approach for brand association research using formative indicators to measure team and league brand associations. In the managerial implications, we outline how league managers can support individual teams and how team managers can leverage off the league brand to attract consumers.

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Andrea N. Geurin

Today’s elite athletes face increasing demands to develop a new media presence in order to build their personal brand and connect with a wide variety of stakeholders. Myriad studies have focused on athletes’ new media use by examining content posted online; however, few studies have examined new media usage from the athletes’ perspectives. Using the theoretical framework of self-presentation theory to uncover athletes’ new media perceptions, goals, and strategies, semistructured in-depth interviews were conducted with six elite female athletes training for the 2016 Rio Olympics. Findings revealed that although athletes had goals for sharing their lives, developing connections, sponsorship, and self-promotion, they did not employ specific strategies to meet these goals or attempt to measure whether their goals were met. Gender-related findings included feeling pressure to post sexually suggestive images and receiving unwanted private communications from male fans. The implications are discussed within the paper.

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Wonseok Jang, Yong Jae Ko, Daniel L. Wann and Daehwan Kim

Based on self-determination theory, the current research examined the effect of team identification on spectators’ energy and happiness. Most importantly, this research attempted to identify a key underlying mechanism of why and when sport spectatorship enhances spectators’ happiness by adapting energy, a new concept to the sport management literature. The results indicate that spectators with high team identification reported a greater level of happiness than those with low team identification only when their team won the game. When the supported team lost the game, spectators with both high and low team identification experienced similar levels of happiness. Furthermore, this study proposed a moderated mediation effect of vitality to provide evidence for the anticipated underlying mechanism. The results of the moderated mediation test indicated that a feeling of vitality mediated the effect of team identification on happiness, but only in the winning game condition. In contrast, in the losing game condition, a feeling of vitality did not mediate the effect of team identification on happiness. Theoretical and practical implications are discussed.

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Yongjae Kim, Soojin Kim and Elizabeth Rogol

The purpose of this study is to investigate the effects of consumer innovativeness on sport fans’ behavioral intention to adopt and use sport team apps. Combining the diffusion theory with the technology acceptance model, the current study proposed three extended technology acceptance models. The proposed models were tested with data collected from 233 sport team apps users in the United States. The findings indicate that consumer innovativeness has direct and indirect influences on behavioral intention through beliefs about sport team apps. The partially mediated model fits the data well, was more parsimonious, and had a greater proportion of the variance explained by intention than the other models and thus was chosen for further analysis. Consumer innovativeness and beliefs about the apps explained 55.4% and 42% of the variance in intention to adopt sport team apps, respectively. Empirical evidence also provides strong support for the integrative approach. The study suggests an extended model of technology acceptance model for the acceptance and use of the sport team apps, which can help scholars and marketers understand sport fans’ media behaviors.

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Yong Jae Ko, Yonghwan Chang, Wonseok Jang, Michael Sagas and John Otto Spengler

The present study was conducted to explore the influence of personality and needs of sport consumers on their sport consumption behavior. The proposed hierarchical model of sport consumption hypothesizes that individuals’ personality, need traits, and involvement interact through hierarchical stages and ultimately influence sport participation and spectatorship. The results of the structural model test using 471 sport consumers indicate that conscientiousness, openness, and extraversion were positively related to achievement need, whereas extraversion and neuroticism were significantly related to affiliation need. Conscientiousness was found to be positively related to arousal need. Needs for arousal and affiliation were significantly related to sport spectatorship involvement, whereas need for affiliation was related to sport participation involvement. Interestingly, sport spectating and participation are significantly related to each other in both involvement and behavioral intention levels. The results can offer valuable insights in understanding sport consumption behavior and developing effective segmentation strategies.