In response to the recent impact of Generation Y in the sport marketplace, this researach article examines the association between consumer behavior preferences and two segmentation variables, gender and physical activity level, for an adolescent segment (ages 14-17 years) of Canadian Generation Y youth. Questionnaire results from a sample of 1,127 respondents yielded data related to various consumer preferences for sporting goods purchases. These factors include purchase decision making, price, frequency, location, and product features. Results indicate an association among Generation Y, gender, and physical activity level with respect to a number of consumer preferences related to sport footwear, apparel, and equipment. Discussion and implications address how sport marketers might interpret the consumer profile results according to both age and cohort perspectives.
Julie Stevens, Anna Lathrop and Cheri Bradish
Nico Schulenkorf, Emma Sherry and Katie Rowe
Despite the significant increase of published research in sport-for-development (SFD), to date there have been no attempts to rigorously review and synthesize scholarly contributions in this area. To address this issue, we conducted an integrative review of SFD literature to portray an overarching and holistic picture of the field. Through a comprehensive literature analysis following Whittemore and Knafl’s (2005) five-step process, we provide evidence of the status quo of current SFD research foci, authorship, geographical contexts, theoretical frameworks, sport activity, level of development, methodologies, methods, and key research findings. Our study shows an increasing trend of journal publications since 2000, with a strong focus on social and educational outcomes related to youth sport and with football (soccer) as the most common activity. A large majority of SFD research has been conducted at the community level, where qualitative approaches are dominant. The geographical contexts of authorship and study location present an interesting paradox: Although the majority of SFD projects are carried out in Africa, Asia, and Latin America, 90% of SFD authors are based in North America, Europe, and Australia. We conclude our study by providing new perspectives on key issues in SFD and by outlining current research and theoretical gaps that provide the basis for future scholarly inquiry.
Mark Dottori, Guy Faulkner, Ryan Rhodes, Norm O’Reilly, Leigh Vanderloo and Gashaw Abeza
Card serves as an advocacy tool that provides a call to action for policy makers to make informed decisions regarding new initiatives, programs, and policies in support of healthy environments to improve the physical activity levels and health of children and youth. The impact of the Report Card in
Sonja Utz, Felix Otto and Tim Pawlowski
sharp drop in posts after the knockout of the German team. Müller and Neuer showed somewhat similar activity levels in the baseline period. Figure 1 Frequency of posts from the three target accounts. DFB-team On June 27, 2018, the day of the third match, only a neutral “#dieMannschaft verpasst das
James Du, Heather Kennedy, Jeffrey D. James and Daniel C. Funk
benefits of engaging in exercise across gender, age groups, and physical activity levels (i.e., regular exercisers, sporadic exercisers, nonexercisers; Dacey, Baltzell, & Zaichkowsky, 2008 ). SPEED consists of five subscales with 10 items to measure event-specific attributes of motivation, including
Heather Kennedy, Bradley J. Baker, Jeremy S. Jordan and Daniel C. Funk
to data collection. Havitz et al. ( 2013 ) collected data on leisure involvement compared with running involvement. The sport specificity in this study could have teased out general activity levels, thus making our results more accurate for the running context. Alternatively, as our data
Yonghwan Chang, Daniel L. Wann and Yuhei Inoue
for spectators to continue watching the Super Bowl event. As such, television advertisements may follow a sporting event to naturally induce certain emotions or invigorate spectators’ emotional experiences. The advertisements could also be tailored to resonate with the activity level of a particular