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RISS 인기검색어
- 검색키워드
- 저자 : Joerg Koenigstorfer (검색결과 4 건)
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Joerg Koenigstorfer,Holger Preuss 글로벌지식마케팅경영학회 2022 Journal of Global Sport Management Vol.7 No.4
The goal of this study is to examine the relationship between perceived values in relation to the Olympic Games and individuals’ attitudes toward, and intended support of hosting the Olympic Games in their home country, depending on the levels of perceived corruption within the International Olympic Committee (IOC). A representative sample from Brazil (n = 1,145) was surveyed in 2015 and gave their pre-event evaluations of hosting the Olympic Games in Rio de Janeiro. The results showed that the value dimension ‘achievement in competition’ (a self-centered value dimension) reduced favorable evaluations, particularly when the IOC was perceived as corrupt. In contrast, ‘appreciation of diversity’ and ‘friendly relations with others’ (two other-centered value dimensions) increased favorable evaluations, independent of the levels of perceived corruption of the IOC. Therefore, perceived corruption within the IOC is an important moderator of the relationship between ‘achievement in competition’ and individuals’ attitudes toward the Olympic Games and their intended support. The findings of the study have important implications for the Olympic Movement and Olympic education programs. It is recommended that stakeholders promote other-centered value perceptions and de-emphasize self-centered value perceptions, as well as lower people’s perception of the IOC as a corrupt institution.
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Joerg Koenigstorfer,Felix Wemmer 글로벌지식마케팅경영학회 2022 Journal of Global Sport Management Vol.7 No.4
The goal of this study is to investigate the relative importance of several predictors of nonprofit sports clubs’ success in recruiting new, and keeping existing, members from the perspective of club managers. Using a random forest analysis known from machine learning, the study takes into account relevant predictors of successful member recruitment and retention. Data were collected via a survey with managers from 284 German sports clubs. The results reveal that service quality and trust are the two most important predictors for recruiting and retaining members. Furthermore, innovation activity, among others, has positive effects on recruiting and retaining members. It also provides suggestive evidence for adverse effects of coopetition—that is, the collaboration with competitors—because high-level (vs. medium-level) collaboration with the clubs’ competitors had a negative impact on recruiting and retaining members. The study derives several implications for the customer relationship management in nonprofit sports clubs.
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Components and Outcomes of Fan Engagement in Team Sports: The Perspective of Managers and Fans
Marcel Huettermann,Uhrich Sebastian,Joerg Koenigstorfer 글로벌지식마케팅경영학회 2022 Journal of Global Sport Management Vol.7 No.4
Fan engagement is a central construct for the customer relationship management of professional sports teams. The goal of this study is to develop a framework that categorizes positive and negative components and outcomes of fan engagement in team sports settings. Based on qualitative interviews with 13 team managers and 12 fans of European professional sports teams, we show that fan engagement components can be positive (fan resource integration, fan learning, and fan knowledge sharing) or negative (fan norm violation and fan resistance to the team). These components can have the following benefits: fan resource development and fan value co-creation. Or they can have the following detriments: fan value destruction and fan identity conflict development. Our comprehensive framework synthesizes the manifestations and consequences of fan engagement and thus contributes to our understanding of how fan engagement affects sports teams.
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Wojciech Kulczycki,Benjamin Pfister,Joerg Koenigstorfer 글로벌지식마케팅경영학회 2020 Journal of Global Sport Management Vol.5 No.4
The purpose of this study was to assess the influence of partnership for corporate social responsibility (CSR) in the context of the sponsorship of the 2014 men’s FIFA (F ed eration Internationale de Football Association) World Cup on host city residents’ evaluations of sponsors. One hundred sixty Rio de Janeiro residents participated in the experiment. The results showed that partnerships with FIFA or the Brazilian government, which are both accused of mismanagement and corruption, worsened attitudes toward the sponsor compared to a CSR engagement without a partnership. Thus, adverse effects when partnering for CSR were found. Furthermore, the linkage to FIFA made the sponsor more dependent on the host city residents’ overall evaluation of the sports federation. The dependency on FIFA can be good or bad for sponsor brands: attitude to the sponsor and, hence, behavioral intentions to engage with the sponsor increase (decrease) with better (worse) attitude toward the sports federation.
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